LG has doubled down on its commitment to the wireless earbud category with the launch of two new models at the recent IFA 2022 exhibition in Berlin.

The new LG TONE Free Fit TF8 features SwivelGrip technology that helps the wireless earbuds fit comfortably in place using a fin design on the edge of the product. The TF8 is IPX7-rated and water resistant to rain and water splashes.

The new LG TONE T90 is the world’s first wireless earbuds with Dolby Atmos and Dolby Head Tracking that recalibrates the sound as users move their heads to deliver a smoother and more immersive audio experience.

LG Electronics Australia general manager of home entertainment, Josh Marshall told Appliance Retailer he has been impressed by the success the brand has experienced since entering the highly competitive category that features a number of established brands.

“We have been successful with our targeted launch of ear bud products. We have a broad range from entry level through to highly featured products with wireless charging as well as our innovative Plug and Play feature that converts the earbuds into a Bluetooth dongle for listening to audio anywhere from the gym to a plane as the charging case becomes the receiver.

“Both of our earbud models now feature UVnano sterilisation for the entire gel cap – so when the earbuds are placed back into the charging case it effectively kills 99.9% of bacteria in just 10 minutes during the charging cycle.”

LG Electronics Australia sales director, Murray Richardson said he has received a very strong response from retailers as well as positive feedback from consumers.

“We are such a strong brand – however we have not been affiliated with the category for long. We are very happy with the sales we have been generating with our launch partner both on and off promotion. It is not even a year old as a category for us, and we have seen some incredible outcomes in terms of the way it has been accepted in the market. We have brought to market earbud products with clear points of difference and providing value to the category,” Richardson said.