LG All-in-One Washer Dryer 'WashTower' Sales Up 30% Over 3 Years

Global Sales Increased by 40% Last Year

LG Electronics' Tromm WashTower is establishing itself as a 'game changer' in washer-dryers. By pioneering a new product market that completes both washing and drying in a single device, it is showing a 30% increase in sales.

LG Electronics announced on the 13th that since the launch of the WashTower in 2020, it has recorded annual sales growth of up to 30%. The WashTower is a one-body washer-dryer that integrates a washing machine and dryer into a single unit. Last year, more than half of consumers who purchased a large-capacity Tromm washing machine of 19kg or more chose the WashTower. The global sales of the WashTower also gained popularity overseas, increasing by more than 40% compared to the previous year.

LG Electronics stated that the secret to the WashTower's popularity lies in its design and convenience, which differ from separated products. According to a survey conducted by an external consulting firm targeting 150 WashTower users, 26% answered that they purchased it because of its 'integrated design,' the highest response rate. In another survey conducted by a different research firm, over 90% of users said they would purchase an integrated product again.

LG Tromm WashTower (left) and LG Tromm WashTower Compact product images / Photo by LG Electronics

The WashTower is approximately 87mm lower in height compared to installing a drum washing machine and dryer of the same class stacked vertically. There is no need for a separate footrest when putting laundry in or taking it out of the top dryer or managing the filter. A dual pocket door handle is applied below the top dryer, making it easy to open the device door. The control panel located in the center of the WashTower is designed about 100mm higher than separated products, so users do not have to bend their backs.

LG Electronics applied its core technologies, including the inverter DD motor and artificial intelligence (AI) technology, to the Tromm WashTower. Unlike conventional motors connected by belts, the next-generation dryer equipped with a DD motor directly connects the drum and motor, and LG Electronics is the only company to offer this. The WashTower equipped with the AI DD motor uses deep learning to recognize fabric materials and selects the optimal motion among six types to minimize fabric damage.

To make the integrated washer-dryer convenient for households with small laundry loads or narrow laundry rooms, LG Electronics added a compact model to the WashTower lineup last year. The Tromm WashTower Compact reduces the width by 100mm, depth by 230mm, and height by 235mm compared to the existing WashTower, allowing installation in tight spaces.

The WashTower is an upgradable appliance that allows users to upgrade desired functions even after purchase. It supports upgradeable features such as the recently introduced 'Microplastic Care Course.' Park Won-young, head of Living Solution Marketing at LG Electronics Korea Sales Division, said, “We will continuously evolve the WashTower, the epitome of integrated washer-dryers, to provide differentiated customer experiences.”