LG Electronics revamps global B2B showrooms in push to lift commercial sales

LG Electronics is accelerating its push into business-to-business sales by renovating a string of commercial display hubs around the world. The company's strategy is to expand hands-on experience spaces that bring together display and heating, ventilation and air-conditioning solutions under one roof, widening opportunities to win new contracts. The moves signal a faster shift away from a home-appliance-centered business model toward B2B as a core growth engine.

LG Electronics recently reopened its Business Innovation Center (BIC) in Singapore after a full renovation, according to industry sources.

Spanning about 403 square meters, the facility serves as a B2B showroom where corporate customers can see and try display products and solutions tailored to commercial environments such as hospitals, schools and offices. It also functions as a consulting space where LG Electronics proposes customized products and solutions for each type of venue.

The Singapore BIC showcases premium products including LG MAGNIT, a micro-LED signage display featuring the company's large-format, ultra-high-definition technology, alongside transparent OLED displays.

Visitors can experience a wide range of space-specific solutions in one place — hotel TV systems, LED displays for virtual reality and extended reality studios, signage and electronic whiteboards for classrooms and meeting rooms, and outdoor displays designed for drive-through environments.

A dedicated zone introduces LG Electronics' HVAC solutions. The combined display-and-HVAC offering, positioned as a "commercial total solution," is designed to expand cross-selling opportunities with local corporate customers.

LG Electronics currently operates 52 BICs across 42 countries. The company renewed its Hong Kong and Malaysia centers earlier this year and plans to renovate its BICs in the Philippines and Brazil in the second half of the year.

The successive upgrades to the global BIC network reflect LG Electronics' broader strategy to build B2B into a major growth pillar. The company has set a target of raising B2B's share of total sales to 45 percent by 2030, and is pushing hard across commercial displays, automotive components, and commercial and industrial HVAC.

The results are already showing. LG Electronics' Media Solution (MS) division, which handles the display business, swung from a loss last year to an operating profit exceeding 500 billion won ($363 million) in the first half of this year. The company said the MS division posted operating profit of 371.8 billion won in the first quarter and 219.4 billion won in the second quarter.

The commercial signage market is one where large project wins, a track record of installations and an established customer network are decisive competitive advantages. LG Electronics expects that giving potential clients direct, hands-on exposure to its products and solutions through the BICs will help it secure new contracts.

"We will continue to expand touchpoints with B2B customers, refine space-specific customized solutions, and raise barriers to entry through differentiated technological competitiveness to broaden new business opportunities," an LG Electronics official said.