April 20, 2024

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Samsung’s Bespoke built-in kitchen line (Samsung Electronics)

Samsung Electronics said Monday it is unveiling a wider lineup of its Bespoke home appliances at the upcoming IFA trade show in Germany in a renewed sales push in the European market.

The Bespoke brand, launched in 2019, has been at the forefront of a revamped strategy for Samsung‘s home appliances. Its unique modular concept allows users to customize the material, color, size and door configurations of home appliances.

Samsung has sold almost 2 million units of its flagship Bespoke refrigerator since its debut in 2019, and 2 of every 3 Samsung refrigerators sold on its home turf was a Bespoke model. In Europe alone, Samsung said sales of Bespoke refrigerators surged sixfold over the past year without disclosing the exact figure.

More recently, Samsung has expanded its presence in the built-in market, a strategic focal point for the company’s European business.

With next month‘s IFA event as a marketing launchpad, Samsung plans to debut a range of new Bespoke appliances in Europe, including an artificial intelligence-powered oven in the third quarter and a new premium Infinite Line in December.

To enhance consumer loyalty, a 20-year guarantee will be offered for the replacement of key parts such as inverter compressors and motors from this year.

“Samsung’s Bespoke brand is leading the home appliance trend in Europe,” said Yang Hye-soon, senior vice president at Samsung‘s home appliance business division. “The new Infinite Line and other kitchen appliances will help us secure a firmer footing in the market.”

By Lee Ji-yoon(jylee@hearldcorp.com)