[Exclusive] LG Electronics Innovator Home Appliance Shoe Care Device Launch Delayed to Next Year

LG Styler 'Shoe Care' and 'Shoe Case' to Launch in Early Next Year
Expected to Be LG Electronics' First Innovative Home Appliances Released Next Year

LG Electronics' shoe care solutions, 'LG Styler Shoe Case·Shoe Care'.

[Asia Economy Reporter Park Sun-mi] LG Electronics has postponed the domestic launch of its shoe care devices LG Styler ‘Shoe Care’ and ‘Shoe Case’ to next year.

On the 8th, LG Electronics announced that the launch date of Shoe Care and Shoe Case, originally scheduled for the end of this year, has been decided for next year. Regarding the delay, the company explained, "Since these are innovative home appliances, we judged that it would be better to enhance the completeness during the development stage before launching." Accordingly, Shoe Care and Shoe Case are likely to become the first innovative home appliances LG Electronics will release next year. Industry insiders expect the launch to be possible within the first half of the year, possibly as early as the first quarter.

Shoe Care and Shoe Case are LG Electronics’ next-generation premium shoe care solutions, first unveiled at ‘IFA2022’ held in Berlin, Germany, last September. Shoe Care is a product that can provide customized care for a wide range of shoes for the whole family, including sneakers, dress shoes, functional shoes such as golf shoes and soccer cleats, as well as frequently worn daily shoes, using innovative technology. This product inherits the patented steam technology of LG Styler, the hallmark clothing care device. It is the only product in the industry equipped with TrueSteam, which generates steam by boiling water, thoroughly sterilizing and deodorizing not only the outside but also the inside of shoes.

The steam spray amount is finely adjusted according to the type and material of the shoes to prevent damage while effectively removing athlete’s foot fungi and harmful substances, allowing hygienic shoe care. Shoe Case is a new-concept storage and display box that properly stores your precious shoes at optimal humidity and temperature and allows you to appreciate them like works of art. It is a modular type that can be installed in various forms. When installed on top of Shoe Care, it can be used as a single product with a smooth integrated design.

The reason LG Electronics is putting great effort into launching innovative home appliances is that the global economic downturn has hit demand for existing home appliances, making innovative appliances with unprecedented functions a breakthrough. Since it can secure a previously untapped customer base, it opens a new sales channel. When LG Electronics launched the clothing care device Styler in February 2011, when washing machines and irons were the entirety of clothing appliances, public reactions were “unfamiliar” and “an unnecessary appliance that just takes up space.” At that time, Styler was perceived as a commercial failure, but ten years later, in 2021, the cumulative domestic production of the model surpassed one million units, and now it holds an essential home appliance position.

Regarding shoe care devices, Samsung Electronics released the ‘Bespoke Shoe Dresser’ product first in May last year, but it is still in the early stage of market penetration. Samsung also incorporated the Air Wash function from its clothing care device AirDresser into the product. The home appliance industry expects that if LG Electronics launches a shoe care device, competition between Samsung and LG will intensify, which will also have a significant effect on market penetration.

The strong impact and response of innovative home appliances in the industry is another reason for cautious product launches. In October last year, LG Electronics became the first in the industry to launch the plant lifestyle appliance ‘LG Tiun,’ opening the door to the companion plant market, and in March this year, it successfully gained popularity by releasing the smaller and more affordable ‘Tiun Mini.’ An LG Electronics official explained, "LG Tiun Mini achieved a result where the initial stock of 1,000 units prepared for pre-sale conducted online, including on the online brand shop, was sold out in just six days, much faster than expected," adding, "Even after the pre-sale ended, customers who purchased Tiun Mini had to wait about 2 to 3 weeks to receive the product, which is considered a success case."