LG Electronics home appliance subscription service, LG Subscribe, has exceeded 10,000 subscribers in Thailand just nine months after its launch, the company announced Thursday. The service’s success is attributed to its tailored approach, reducing upfront costs while offering robust after-sales support, which has resonated with Thai consumers.
LG Electronics Thailand division reported that LG Subscribe aims to grow its subscriber base to 30,000 by year-end and generate $100 million in revenue by 2028. The service currently covers 14 product categories, including water purifiers, air purifiers, and Styler garment care systems, with monthly fees ranging from 349 to 1,799 baht ($9.70 to $50.00).
Building on this milestone, LG is expanding its footprint to major Thai cities, establishing one-stop service centers in Chiang Mai, Nakhon Ratchasima, and Songkhla. The company is implementing a “Clicks-to-Bricks” strategy, blending its online subscription platform with in-person customer experiences.
According to Euromonitor International, a U.K.-based market research firm, Thailand’s home appliance market reached $4.095 billion in 2023, up 8.1% from the previous year. The market is projected to hit $4.97 billion by 2028, signaling strong growth potential for LG’s subscription model.
LG Subscribe currently operates in Thailand, Malaysia, and Taiwan, with plans under consideration for expansion into India and Singapore. The service follows a Hardware-as-a-Service (HaaS) model, allowing consumers to pay monthly fees for appliances like water purifiers, air purifiers, and Stylers, with comprehensive maintenance, parts replacement, and upkeep included.
