Samsung Electronics Expands 'Bespoke' Home Appliances in Europe

Europe's Largest Electronics Exhibition 'IFA 2022' Showcases 'Bespoke Home' Extensively
Bespoke Infinite Line Launching in December

[Asia Economy Reporter Park Sun-mi] Samsung Electronics will showcase a large lineup of its 'Bespoke Home' series at 'IFA 2022,' Europe's largest electronics exhibition, held in Berlin, Germany, from next month 2nd to 6th, intensifying its efforts to capture the European market.

On the 22nd, Samsung Electronics announced that it will exhibit the 'Bespoke Infinite Line' at IFA 2022 for local consumers who desire a sophisticated kitchen and will launch it in the European market starting December. The Bespoke Infinite Line refrigerator emphasizes timeless value using aluminum material and boasts excellent durability. It also features differentiated cooling technologies and convenience functions, such as 'Black Metal Cooling,' which reduces cold air loss and evenly maintains internal temperature distribution, and the 'Auto Open Door' function that allows easy door opening with a light touch.

Samsung Electronics first introduced Bespoke home appliances to Europe in 2020. At that time, it launched Bespoke refrigerators in the Nordic region, gaining great popularity. Currently, it sells various Bespoke home appliances, not only refrigerators, in more than 20 European countries. In particular, sales of Bespoke refrigerators in the first half of this year grew more than sixfold compared to the same period last year, achieving significant results.

Following the introduction of the AirDresser and microwave oven as Bespoke home appliances last year, Samsung Electronics launched the 'Bespoke Kitchen Package,' consisting of induction cooktops, dishwashers, and ovens, as well as washing machines, dryers, and vacuum cleaners this year. Additionally, from the second half of this year, it offers a 20-year warranty on the digital inverter compressors of refrigerators and the digital inverter motors of washing machines and dryers to extend product longevity.

The Bespoke Kitchen Package reflects local consumers' preferences by allowing selection of colors and materials and features a 'built-in look' design that can be neatly installed to match kitchen furniture, making it ideal for European consumers who prefer built-in appliances. Among them, the 'Bespoke Oven' plans to make its debut in major countries such as the UK, France, and Italy in the third quarter of this year, leading sales expansion of the Bespoke Kitchen Package.

Yang Hye-soon, Vice President of Samsung Electronics' Home Appliance Business Division, said, "Samsung Bespoke Home is leading the trend in the European home appliance market with customized designs and functions that reflect individual tastes and lifestyles. We will strengthen our influence in the market by delivering a broader kitchen experience to local consumers, spearheaded by the newly introduced Bespoke Infinite Line and Bespoke Kitchen Package this year."

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