LG Electronics said Wednesday it would unveil its new high-end home appliance brand “LG Signature” during the upcoming Consumer Electronics Show in Las Vegas next month.

After its official debut at the world’s largest electronics trade show, the brand will roll out in the U.S., Europe and Korea in the first half of next year, the company said. 

The new brand represents the sleek design and upgraded product quality of its high-end home appliances. This is the first time for LG to have a subbrand that combines its home appliance products.

The Signature brand will initially include organic light-emitting diode or OLED TVs, washing machines, refrigerators and air purifiers and then expanded to other products in phases.

LG said the new brand was created by its Design Committee that was established in 2014 as part of its big design push.

“With the new brand, we will open up a new era of premium home appliances,” said Na Young-bae, senior vice president and chief of LG’s global marketing division.

By Lee Ji-yoon (jylee@heraldcorp.com)