In Brief

The American department store is expanding its premium home selection by including state-of-the-art technology from LG, responding to demand from luxury consumers for high-end connected appliances

This month, Bloomingdale’s unveils a shiny new section of its home department on the eighth floor of the Manhattan flagship location. Brought to life via a partnership with LG Signature, a high-design sub-brand of Korean electronics and appliance brand LG, this new dedicated area shows off home technology including a high-def OLED television, smart refrigerator, and combination washer and dryer.

Though this partnership may seem to point to the luxury department store responding to retail shifts such as Sears’ recent troubles, the new LG store-in-store is instead an embrace of smart home technology, rather than major appliances. Joe Weiner, Bloomingdale’s home fashion director, believes technology to be a natural extension of the existing home assortment. “For a lot of our customers, luxury is a big part of what they’re looking for. Through the LG Signature store within a store, we can show our customers how to use technology to simplify and create a meaningful use of their time,” he told guests at a recent press event.

Famed interior designer Jonathan Adler echoed the sentiment, describing his experience with home technology as an evolution from eyesores clients requested to hide, to luxury items worth showing off. “In the home, technology is a real status symbol,” he said. Like with design items, consumers increasingly use home technology as a means to represent themselves,  creating emotional relationships with products once seen as cold. “You live with these items and become attached to them,” Weiner continued, describing his merchandising strategy for home tech. “Will it enhance someone’s day? That’s what we consider.”

For now, Bloomingdale’s foray into large home appliances and electronics remains limited to this LG Signature partnership. Though all products are available for purchase online, the 59th Street Manhattan location is the only one featuring LG Signature in store.

Bloomingdale’s | LG Signature

(L-R) Dave Vanderwaal, Jonathan Adler, William Cho, Joe Weiner and Jason Bruges celebrate LG SIGNATURE store-within-a-store at Bloomingdale’s on November 28, 2018 in New York City. (PRNewsfoto/LG Electronics USA)

This month, Bloomingdale’s unveils a shiny new section of its home department on the eighth floor of the Manhattan flagship location. Brought to life via a partnership with LG Signature, a high-design sub-brand of Korean electronics and appliance brand LG, this new dedicated area shows off home technology including a high-def OLED television, smart refrigerator, and combination washer and dryer.

Though this partnership may seem to point to the luxury department store responding to retail shifts such as Sears’ recent troubles, the new LG store-in-store is instead an embrace of smart home technology, rather than major appliances. Joe Weiner, Bloomingdale’s home fashion director, believes technology to be a natural extension of the existing home assortment. “For a lot of our customers, luxury is a big part of what they’re looking for. Through the LG Signature store within a store, we can show our customers how to use technology to simplify and create a meaningful use of their time,” he told guests at a recent press event.