LG, best known for its TVs and smartphones, is now branching out into laptops.

The LG Gram comes in 13- and 14-inch models and runs Windows 10. Named for its light weight, the Gram is 2.16 pounds, which LG is quick to point out is lighter than the MacBook Air.

On sale now via Microsoft brick-and-mortar stores and online, the LG gram comes in three flavors: a 13-inch model in white with an Intel Core i5, 8GB RAM, and 128GB internal storage ($899); a 14-inch model (pictured) in gold with an Intel Core i5, 8GB RAM, and 128GB internal storage ($999); and a 14-inch model in gold with an Intel Core i7, 8GB RAM, and 256GB internal storage ($1,399).

The Gram supports Wi-Fi and Bluetooth, and comes with USB 3.0, micro-USB, microSD, and HDMI ports.

An instant boot feature powers up the laptop as soon as the screen is lifted, whether the computer is powered off or in sleep mode. It also has a 7.5-hour battery life, LG said. Its full HD display has a 1,920-by-1,080 resolution. "Reader Mode," meanwhile, reduces blue light and helps protect the user's eyes during extended periods of use.

"We recognize this is an extremely competitive category, and are confident consumers will respond well to this product that combines powerful performance with lightweight design," David VanderWaal, vice president of LG marketing, said in a statement.