Lee Jae-seung, President of Samsung Electronics, "Bespoke accounts for over 80% of domestic home appliance sales... will increase further this year"

"Expanding Bespoke Influence in 51 Countries Worldwide Including the US and Europe Based on Domestic Growth Foundation"

President Lee Jae-seung of Samsung Electronics' Home Appliance Division is introducing the 2022 Bespoke Home new products at the Samsung Digital Plaza Gangnam Main Store located in Nonhyeon-dong, Seoul. (Photo by Samsung Electronics)

[Asia Economy Reporter Lee Hye-young] Lee Jae-seung, President of Samsung Electronics' Home Appliance Business Division, said at the 'Bespoke Home 2022' media day held on the 17th, "Last year, we set a goal for Bespoke to account for 80% of domestic home appliance sales, and we have exceeded that. This year, we will further increase the sales proportion of Bespoke and strive to create a new home appliance paradigm."

Based on Bespoke surpassing the targeted 80% share of domestic home appliance sales last year, President Lee emphasized that they will gradually expand Bespoke's influence and market share in 51 countries worldwide, including the United States, Europe, and Russia. He expressed confidence that by strengthening the Infinite line and continuously launching new Bespoke products that enhance customer experience, they will achieve meaningful growth both domestically and internationally this year.

Regarding the expansion of customer experience as a new strategy for Bespoke Home, alongside the existing expansion of space, time, and ecosystem, President Lee explained, "We have worked to provide new value, and through mobile usage analysis based on SmartThings and other platforms, we launched the Infinite line and actively resolved consumer inconveniences through connected home appliances."

President Lee also emphasized that the 'SmartThings Home Life' service, which integrates six major services most frequently used by consumers at home?cooking, air care, pet care, clothing care, energy, and home care?originated from this customer-centric approach.

He stated that the expansion of customer experience will serve as a foundation to provide consumers with a different level of value, adding, "We have ensured sufficient value not only for the present but also for the future through simultaneous upgrades of both hardware and software of Bespoke products."

Samsung Electronics views the smart hood as an essential element to complete the kitchen appliance experience and boldly included it in the Infinite line. Yang Hye-soon, CX Team Leader of the Home Appliance Business Division, said, "The smart hood is the center of the kitchen, and we believe it is essential to provide customers with a complete experience in the kitchen." She also predicted, "The smart hood will show growth trends similar to those of the premium kitchen market in the future."

Regarding the recent supply chain issues causing increased pressure on raw material and logistics costs, President Lee said, "We have been preparing and responding since last year, and through value enhancement with Bespoke products and cost reduction via modular design, we will ensure that the burden on consumers is not significant." He added that they will strive to prevent external changes from leading to price increases in key products such as Bespoke.

With the launch of the Bespoke Infinite line, the existing Chef Collection will be discontinued. President Lee said, "Infinite replaces Chef Collection and strengthens Bespoke," adding, "While Chef Collection focused only on kitchen appliances, the Infinite line will also expand into living appliances."

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