Starting From Scratch

Helen Cho played a key role in the development of LG’s luxury Signature Kitchen Suite brand.

SKS’s Helen Cho helped conceive and now cultivates LG’s luxury appliance brand

By Janet Weyandt, YSN 

Helen Cho had years of experience in high-level marketing for financial institutions when a new endeavor in the appliance industry beckoned.  

Though it was outside her wheelhouse, Cho took on the challenge of working with a creative agency on a request for proposal (RFP) for what ultimately became LG’s luxury Signature Kitchen Suite (SKS) appliance brand. 

Cho’s team won the business and she has never looked back. She now serves as senior marketing director for the ultra-premium line. 

From the Ground Up 

“The fact that I was able to start this brand journey, to participate in it from day one — just like the business itself started from the ground up on a product level — to be part of that journey for me has been an incredible accomplishment in my career,” she said.  

After just seven years on the market, Signature Kitchen Suite is still a relatively new brand that offers a unique approach to luxury. In fact, the SKS team coined the term “technicurean” to embody its mission: Creating appliances that meet the high standards of tech-savvy culinary enthusiasts.  

Another Signature Kitchen Suit catchphrase is “true to food,” and Cho said the overriding purpose was to give consumers something they’ve never seen before.  

“For us, it was a simple message, right? True to food,” she said. “We’re new to the space, and we knew we had to do something different. We did a lot of research and what comes through? Ultimately getting to a place where people are really maximizing the tools in their kitchen. What it comes down to is respect for food and how you deliver that in your home space.” 

Leveraging Her Experience 

It might not seem obvious, but Cho’s current role doesn’t differ that much from what she used to do.  

“Most financial institution marketing is B2B2C,” Cho said, or business-to-business-to-consumer. “The modeling is a little bit similar.”  

Another overlap is the target audience, she said.  

“Think of high net worth,” Cho said. “It’s a similar end user, a niche audience. When I think about reaching those in the appliance space, I put in the B2B2C marketing discipline. Backed by a global company, which is a good deal of my experience, and reaching a niche audience through the B2B2C framework.”  

From the start, the independent retail channel was key for Signature Kitchen Suite.  

“I need to make sure [independent dealers] have the marketing tools and the brand is set so there’s the opportunity for consumers to be exposed to our brand,” she said. “We’re building a brand and growing it. We really have to work in partnership and collaboration with independent retailers. It’s a significant partnership.” 

No Legacy Limits 

Cho said SKS’s relative youth in the field is an advantage.  

“Being the new player in the industry, what do we do the best?” she said. “We are bringing new ideas, tools and never-before seen technologies. We’re not held back with heritage platforms; we’re able to start from scratch.”  

The result is a luxury brand that fits perfectly into BrandSource’s LUXE initiative.  

Paul Roth, director of merchandising, said Signature Kitchen Suite and Cho are excellent partners for BrandSource members.  

“Helen brings an innovative view to a luxury market that has been slower to innovate compared to the mass premium tier,” he said. “Her ability to recognize evolving market segments and opportunities for SKS within the industry will help members grow their business in the premium space.” 

Cho, whose passion is traveling to UNESCO World Heritage sites with her family, said she’s excited to see what the future holds for Signature Kitchen Suite.  

“We’re new to the industry but also, there’s so much more for us to do,” she said.  “To be able to come from a place of financial tools, which is kind of an abstract thing to market — this is a tangible benefit for a home, for people. To me, that’s very satisfying.” 

The post Starting From Scratch first appeared on YourSource News.