LG Appoints Steve Bass as Senior Account Manager of Commercial Laundry Business
LG Electronics USA recently appointed Bass as senior account manager for its U.S. Commercial Laundry division, a move that reunites him with a brand he helped build in an earlier chapter of his career. It’s the kind of full-circle moment that tends to happen when someone has spent two decades touching nearly every corner of an industry.
Some careers follow a straight line. Steve Bass’s followed a cycle — and it brought him right back to where part of his story began.
LG Electronics USA recently appointed Bass as senior account manager for its U.S. Commercial Laundry division, a move that reunites him with a brand he helped build in an earlier chapter of his career. It’s the kind of full-circle moment that tends to happen when someone has spent two decades touching nearly every corner of an industry.
Bass arrives at LG with a resume that reads less like a career path and more like a master class in commercial laundry. He’s owned a distributorship. He’s worked the factory side. He’s led North American growth strategy. He’s built payment system distribution. Most notably, he’s done much of it with LG already in the mix — developing the go-to-market strategy for the LG Giant G washer, securing the brand’s first national account for its commercial laundry product line and working directly with LG’s engineering team on new equipment launches.
“Joining LG’s Commercial Laundry team presents a compelling opportunity to contribute to an organization that I have such great admiration for,” Bass said. “Having worked with the LG brand many years ago, this is a full circle moment for me, and I’m excited to leverage my unique perspective to move the LG brand forward.”
LG — which the company describes as the fastest-growing appliance player in the U.S. commercial laundry market — is clearly swinging for accelerated growth, and Bass fits that ambition. In his new role, he’ll support existing LG customers and distribution partners while working to expand the company’s national distribution network across education, multi-family housing, hospitality and other key verticals. He’ll also be responsible for training LG’s internal sales team on its commercial laundry product lineup.
For Kevin Jeong, LG Electronics USA’s appliance division president, the hire is about more than experience — it’s about alignment. “Steve’s deep industry insights, coupled with his strong capacity to cultivate strategic partnerships and accelerate market growth, align with our ambitious goals for the rapidly growing commercial laundry business,” Jeong said. “His unique experience will further enhance LG’s ability to deliver strong value to our customers.”
Before joining LG, Bass served as a key player at Airwallet, a laundry payment systems provider, where he focused on distribution setup and business development. Prior to that, he led the North American commercial laundry growth strategy as vice president of sales and marketing at Onnera Group, and held leadership roles at both Girbau North America and Xeros Technology Group.
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