Samsung's 'Bespoke Home' Targets Global Market... Expanding Washing Machines and Dryers to the US and Europe

Samsung Bespoke Home 2022 Online Event Held

Samsung Electronics' Head of the Home Appliances Division, President Lee Jae-seung, is introducing the 2022 upgraded version of 'Bespoke Home' at the 'Bespoke Home 2022' global event held online on the 7th, highlighting the expansion of space, experience, and time.

[Asia Economy Reporter Park Sun-mi] Samsung Electronics is set to actively expand overseas sales of its 'Bespoke Home.' The 'Bespoke Infinite Line,' launched domestically in February, will be introduced to the European market within the year, and the 'Bespoke Washer and Dryer' will be sequentially launched in the U.S. and European markets in the second half of the year. The integrated home appliance solution 'SmartThings Home Life' will also expand its service countries to 97 countries worldwide within this month.

On the 7th, Samsung Electronics held the 'Bespoke Home 2022' global event online and announced these global sales expansion plans. Bespoke Home offers customized products and services that reflect consumers' individual tastes and lifestyles, allowing them to experience bespoke value not only in the kitchen but throughout the entire home, including the living room and laundry room, enabling a richer home life.

At the event, Samsung emphasized ▲'Expansion of space,' which transforms every place in the home into a personalized space with a diverse Bespoke lineup ▲'Expansion of experience' through 'SmartThings Home Life,' which connects home appliances and provides AI-based customized services ▲'Expansion of time,' enabling continuous use of products and sustainable product experiences even as customers' lifestyles change throughout their life cycle.

Lee Jae-seung, President of Samsung Electronics' Home Appliance Business Division, said, "Samsung Bespoke Home has shifted the center of the appliance experience to consumers by adding AI technology to customized products," adding, "We will expand Bespoke Home in terms of space, experience, and time to present a new paradigm in the global home appliance industry."

Infinite Line Launch in Europe, Full-Scale Overseas Sales of Bespoke Washer and Dryer

Samsung Electronics introduced the 'Bespoke Infinite Line,' launched domestically in February, to the global market and announced plans to launch it in Europe within the year. The line features differentiated materials with durability and sophisticated design, including Timeless Aluminum with futuristic sensibility through 3D precision processing, Ceramic with an elegant texture only found in 100% natural materials, and Luxe Metal that reduces the inherent coldness of metal to provide a luxurious feel. It also allows a built-in look without separate construction.

This year, Samsung plans to actively enter overseas markets with the Bespoke lineup not only for kitchen appliances centered on refrigerators but also for living appliances such as washers and dryers. Since launching Bespoke refrigerators in Europe and China in the second half of 2020, Samsung has continuously expanded the countries and products offered, currently selling a variety of products including refrigerators, dishwashers, Air Dressers, vacuum cleaners, and air purifiers in over 50 countries worldwide.

This year, the 'Bespoke Washer and Dryer,' first unveiled and well-received at CES 2022 in January, will be sequentially launched in the U.S. and European markets in the second half of the year. These products feature a flat front panel without curves and can be installed side-by-side or stacked according to the installation space, harmonizing with interior design.

Additionally, in the second half of the year, Samsung will launch the 'Bespoke Kitchen Package' in Europe following the U.S. This package includes the 'Bespoke Built-in Oven,' which enables easier and more professional cooking based on AI technology and SmartThings, as well as dishwashers, induction cooktops, and compact ovens.

'SmartThings Home Life' Service Expands to 97 Countries Worldwide

Samsung Electronics will also expand the service countries of its integrated home appliance solution 'SmartThings Home Life' to 97 countries worldwide within this month. SmartThings is an open platform that connects not only Samsung home appliances but also over 3,000 IoT devices from more than 200 global partners, providing differentiated smart home services to over 220 million users worldwide.

The newly introduced SmartThings Home Life integrates six major services that consumers use most frequently at home?cooking, energy, clothing care, pet care, air care, and home care?into one place, offering a more convenient user experience. It is also accessible on various devices such as smartphones, tablets, and Family Hub refrigerators, and supports voice control for added convenience.

Samsung Electronics is actively expanding eco-friendly technologies that enable sustainable experiences throughout the product lifecycle, from production to distribution, use, and disposal. First, it minimizes industrial waste such as glass shards generated during production processes to prevent soil contamination, and recycles waste oil and paint as fuel. Samsung is also collaborating with Patagonia, a global eco-friendly outdoor brand, to develop washers that reduce microplastic emissions. The new products equipped with this feature will be introduced first in Korea within the year and sequentially launched in overseas markets next year.

Furthermore, in the U.S. and Europe, starting in the second half of this year, Samsung will extend the free warranty period for digital inverter compressors and digital inverter motors applied to major home appliances to 20 years, ensuring long-term use.

Meanwhile, the event also introduced various efforts reflecting consumers' desires to express their individuality through Bespoke refrigerators. In the U.S., the 'My Bespoke' service, which allows consumers to create customized digital printing panels with family photos or desired images on Bespoke refrigerators, has been piloted since May. This service is scheduled for official launch in the U.S. within the year and plans to expand to other regions next year.

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