South Korea’s LG Electronics is making a strong push into the Middle East, opening premium brand shops in the area.

The company is deliberately positioning its brand at the higher end of the market to differentiate it from lower cost brands.

LG says it has opened a premium brand shop in Jordan on Mecca Street, the premium home electronics business district. The shop is the third premium brand outlet to open in the region this year after Tehran in Iran and Beirut in Lebanon.

The Jordan store is the largest of the brand’s shops in the area. The exterior of the store is made of glass, allowing potential customers to look inside. A video pillar that shows a moving image on an LED screen is set on the outside of the building.

The latest premium products from LG electronics, such as a 65-inch ultra all-red TV, 105-inch curved surface ultra HD TV, double magic space refrigerator, and premium smartphones are exhibited. Consumers can actually use the devices and learn about their features in the convenience room.

LG Electronics is planning to expand its premium brand shops to other major countries in Africa and the Middle East.

“We will strengthen our leadership in the premium market through the premium brand shops that maximise convenience in living,” a company spokesman said.