Customers are willing to pay over 20,000 USD more for SKS appliances instead of Whirlpool, a testament to SKS’s dominant position in the North American ultra-premium built-in market.
At Spring Valley, a high-end residential area just a 20-minute drive west of the Las Vegas Strip where Consumer Electronics Show (CES) 2026 is currently underway, LG Electronics has set up model homes showcasing its ultra-premium built-in appliance brand, SKS. These kitchens, with their seamless integration of sleek marble finishes and state-of-the-art appliances, embody the essence of SKS’s design philosophy.
While Las Vegas is renowned for its entertainment, it’s rapidly evolving into a residential hotspot, attracting newcomers with its robust infrastructure and relatively affordable housing market. The metro area’s population surged to 2.4 million in 2024, marking a nearly 2% year-over-year increase. It’s no coincidence that LG Electronics chose this burgeoning suburb to unveil its North American built-in strategy during CES on January 8.
In luxury homes, appliances transcend mere functionality to become cornerstones of interior design, prompting homeowners to opt for SKS over Whirlpool, despite the premium price tag.
Nestled in Spring Valley, the Caprock, The Pointe, and Incline communities are upscale developments by Pulte, America’s third-largest homebuilder. These 300-plus residences, priced around 2 million USD, including top-tier appliances and furnishings, represent the pinnacle of luxury living.
While Whirlpool, with its century-old legacy, comes standard in these homes, a staggering 90% of prospective residents are upgrading to SKS appliances, shelling out an additional 20,000 USD or more. This preference isn’t just about brand loyalty; it’s about creating a cohesive, high-end kitchen experience.
Step inside, and you’re greeted by a kitchen that serves as the home’s centerpiece, featuring a harmonious blend of crisp white marble and warm wood finishes. SKS built-in appliances are artfully concealed within cabinetry and walls, prioritizing aesthetics without compromising functionality. The refrigerator, for instance, is virtually indistinguishable from surrounding cabinetry until opened, with its controls cleverly hidden inside the handle.
The island refrigerator offers unparalleled versatility, with drawer temperatures adjustable from -23°C to 10°C (about -9.4°F to 50°F), catering to the diverse needs of American households known for large family gatherings and frequent entertaining. An LG Electronics spokesperson emphasized that at this price point, appliances are expected to be as much a design element as they are functional.
Another standout is the 30-inch double wall oven with steam combination. Designed to accommodate large cuts of meat, it features steam-based sous-vide cooking to lock in flavors and juices. Integration with the LG ThinQ app allows for remote monitoring, while self-cleaning capabilities minimize maintenance hassles.
The SKS lineup is rounded out by a cutting-edge gas cooktop with digital controls, a spacious 42-inch side-by-side refrigerator-freezer, an elegant column wine cellar, and a state-of-the-art dishwasher. Together, these appliances transform the kitchen into a cohesive, premium culinary space.
LG Electronics Continues its Upward Trajectory, with U.S. Builder Market Sales Soaring Over 40% Year-Over-Year
The numbers speak volumes about SKS’s popularity. LG Electronics posted a remarkable 40% sales growth in the U.S. builder market in 2025, building on a 64% surge in 2024. This back-to-back double-digit growth is unprecedented in a market long dominated by Whirlpool and GE.
Driving this success is LG Pro Builder, a specialized division that goes beyond simply supplying appliances. By offering comprehensive solutions encompassing heating, ventilation, and air conditioning (HVAC) systems alongside appliances, they’ve forged strong partnerships with builders. Their approach involves tailoring products and specifications to match home designs and Target demographics.
LG Electronics made its debut with Lennar, the second-largest U.S. homebuilder, in 2024. Last year, they secured an exclusive appliance supply deal with Century Communities, a top-ten builder. By 2025, their builder contracts had increased by over 25% compared to the previous year.
Breaking into the U.S. builder market is notoriously challenging. With appliances expected to last decades, builders prioritize brand reliability and after-sales support. LG Electronics’ rapid ascent is largely attributed to glowing user reviews.
For six consecutive years, LG Electronics has topped Consumer Reports’ rankings of Most Trusted Appliance Brands among full-line manufacturers. SKS has also earned a spot in the top ten.
While pushing its ultra-premium SKS line, LG Electronics is simultaneously targeting the broader market. Their expanded portfolio now includes LG Signature built-ins, space-saving Zero Clearance (Fit & Max) models, and Pro Builder packages designed for single-person households. The recent creation of an Home Solution (HS) Business-to-Business (B2B) Overseas Sales Division underscores their commitment to this builder-centric strategy.
Since 2023, the LG Pro Builder team has grown fivefold. They’re also expanding their logistics network to ensure seamless product distribution across the U.S. This year, LG Electronics aims to maintain its momentum in the U.S. B2B appliance sector through a dual approach: catering to both premium and mass-market segments while bolstering its sales and distribution infrastructure.