April 26, 2024

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[THE INVESTOR] Samsung Electronics showcased its first clothing refreshing solution AirDresser on Aug.21 as it looks for new opportunities in a relatively less competitive segment compared to smartphones and TVs.

Only a few companies in Korea, such as LG Electronics, produce electronic wardrobe appliances that promise to remove odors and wrinkles with just steam.

Samsung introduced the AirDresser as a garment refresher rather than a clothing care system to differentiate the new appliance from existing products, especially those made by LG.

Kim Hyun-seok, CEO of Samsung’s home appliance division

“We put more focus on features that remove fine dust and odor and keep cloths clean than anything else,” said Kim Hyun-seok, CEO of Samsung’s home appliance division, at the launch event of the AirDresser in Seoul. “We hope to transform lifestyles with the AirDresser.”

Samsung said the product is able to remove dust and odor through the four-step cycle -- air, steam, dry, and refresh -- all of which are based on the firm’s up-to-date technologies utilized for different home appliances, such as washing machines, clothes dryers, air conditioners and air purifiers.

Its air-spray technique helps clothes to be more delicately cleaned, with less noise, compared to existing products that usually shake clothes back and forth. A steaming function, called Jet Steam, also helps kill harmful germs, according to the Korean firm.

The price tag for the AirDresser will range from 1.74 million won (US$1,555) to 1.99 million won, depending on models.

Of the 120,000 clothing care systems sold last year, those made by LG accounted for more than 80 percent. The overall sales volume of clothing care systems this year is anticipated to reach 300,000.

By Kim Young-won (wone0102@heraldcorp.com)