Lee Jae-seung, President of Samsung Electronics' Home Appliance Division, is announcing plans to strengthen the new product lineup and provide differentiated value to consumers through the 'Bespoke Home Media Day' online event. [Photo by Samsung Electronics]
[Asia Economy Reporter Kim Heung-soon] Samsung Electronics will launch 17 new Bespoke home appliance models in the first half of this year, allowing consumers to choose customized products according to their lifestyle and preferences.
On the 9th, Samsung Electronics held an online media day chaired by Lee Jae-seung, President of the Home Appliance Business Division, and announced plans to continuously strengthen the Bespoke Home lineup so that consumers can experience the value of Bespoke appliances anywhere in the home?not only in the kitchen and living room?within the first half of this year.
Bespoke means "items made reflecting the individual tastes of consumers." The new Bespoke Home products scheduled for release this year include refrigerators, kimchi refrigerators, cube refrigerators, water purifiers, washing machines, dryers, two types of Air Dressers, shoe care devices, two types of microwaves, dishwashers, two types of air conditioners, two types of air purifiers, and wireless vacuum cleaners, totaling 17 models.
The first product released on this day was the Bespoke refrigerator. It features a 4-door type with high consumer satisfaction and places a large-capacity water purifier inside the door. The panel is provided in 22 basic types, and consumers can order their preferred color from the "Prism Color" palette, which consists of 360 colors.
At the end of this month, the Bespoke water purifier, modularized by separating hot and cold water and purification functions, and the premium wireless vacuum cleaner "Samsung Jet" with various colors will be released. The "Bespoke Shoe Dresser" for shoe care, applying the core technology of the Air Dresser, is scheduled to be introduced in May.
Samsung Electronics models are introducing the new Bespoke Home products at the Samsung Digital Plaza Gangnam Main Store. [Photo by Samsung Electronics]
"Building Customized Home Solutions"... Expanding the Time, Space, and Ecosystem of Bespoke Value
Samsung Electronics plans to expand the "space" where consumers can experience the value of Bespoke appliances anywhere in the home?not only in the kitchen and living room?through new Bespoke Home products. They also pursue an expansion of "time" by enabling changes without additional purchases through panel replacements and modular add-ons after buying the product. Starting with this year's new products, they will also offer a service that provides free repairs or replacements of digital inverter compressors and digital inverter motors without time limits.
Additionally, to provide differentiated value to consumers, Samsung plans to build a Bespoke Home "ecosystem" by collaborating with companies and experts with specialized expertise in various fields. In design, they have partnered with the global premium paint company "Benjamin Moore," and for refrigerators, they have collaborated with the comprehensive home interior specialist company Hanssem’s Kitchen Bach brand and applied the scratch-resistant "Fenix" material. In the tech field, companies such as Daechang, DK, Dooyoung Industry, and Obio participate in collaborative production of some Bespoke home appliances. In the content sector, they plan to provide lifestyle convenience services linked through the "SmartThings app" in cooperation with Kakao Enterprise, CJ CheilJedang, and Coupang.
President Lee said, "The home is no longer just a place to rest but a living space where people enjoy, work, and study." He added, "We will not merely expand the product lineup but implement a 'home solution' so that consumers can create an optimal living environment through Bespoke Home and receive customized services they need throughout the use of the products."
Meanwhile, Samsung Electronics has completely renovated the "Lifestyle Showroom" on the 5th floor of the Samsung Digital Plaza Gangnam Main Store and set up the "Bespoke Atelier" on the 6th floor, allowing consumers to experience Bespoke Home. Visitors can combine the "Prism Color" palette of 360 colors on refrigerators and make purchases there.
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