Samsung Electronics' 'Bespoke' Home Appliances Shipments Surpass 1 Million Units

An employee is producing the 'Bespoke Refrigerator' at the Samsung Electronics Gwangju Plant located on Hanam Industrial Complex 6th Road, Gwangsan-gu, Gwangju Metropolitan City.

[Asia Economy Reporter Kim Hyewon] Samsung Electronics announced on the 6th that the cumulative shipments of its customized lifestyle appliances, 'BESPOKE,' have surpassed 1 million units. This figure represents cumulative shipments from the start of production in May 2019 through December of last year. This means an average monthly production of 50,000 units over 20 months.

Samsung Electronics first introduced the modular-type 'BESPOKE Refrigerator' in June 2019, which allows free combinations tailored to individual lifestyles, and subsequently applied the BESPOKE concept to various products such as microwaves, induction cooktops, dishwashers, commercial air conditioners, and air purifiers.

The BESPOKE refrigerator accounts for the largest share, making up more than 75% of total BESPOKE appliance shipments. Within six months of its launch, the BESPOKE refrigerator exceeded 50% of Samsung Electronics' domestic refrigerator sales, and by the end of last year, it held about 67%, establishing itself as the mainstream choice.

The BESPOKE refrigerator has also expanded into Europe, China, and Central Asia, and plans to broaden its sales regions to include North America in the future.

The BESPOKE refrigerator offers a total of 27 interchangeable door panel options made from various materials such as glass, metal, and FENIX, featuring the largest number of colors available domestically, and applies Kitchen Fit technology, allowing for diverse interior design possibilities.

Although dishwashers were introduced only in June last year, their sales volume increased rapidly in a short period.

While producing BESPOKE appliances, Samsung Electronics also improved its supply chain management (SCM) system. A representative example is the modularization implemented in preparation for the significant increase in panel options available for consumer orders. Additionally, the BESPOKE refrigerator door panels are designed for easy attachment and detachment, taking less than 10 minutes to replace.

To commemorate the shipment of 1 million BESPOKE appliances, Samsung Electronics will include a large number of BESPOKE appliances in the 'Samsung Electronics Sale Festa' event held throughout January, offering benefits upon purchase.

Lee Kanghyup, Vice President of Samsung Electronics' Home Appliance Business Division, said, "Samsung Electronics introduced BESPOKE appliances to enable consumers to easily realize their diverse lifestyles and preferences in daily life," adding, "We plan to introduce new BESPOKE appliances reflecting even more diverse consumer needs in the future."

This content was produced with the assistance of AI translation services.