Customized Home Appliances for the Entire Household... Samsung Unveils 'Bespoke Home' (Comprehensive)

Release of 17 New Products Within the First Half of the Year

Samsung Electronics Home Appliance Division Head Lee Jae-seung is introducing the new 'Bespoke Home' products at the Samsung Digital Plaza Gangnam Main Store. [Photo by Samsung Electronics]

[Asia Economy Reporter Kim Heung-soon] Samsung Electronics is expanding its Bespoke products, which are based on the concept of ‘consumer-customized’ home appliances, to 17 types of home appliances and will sequentially launch them by the first half of this year.

On the 9th, Samsung Electronics announced at an online media day event chaired by Lee Jae-seung, President of the Home Appliance Business Division, that it will continuously strengthen the ‘Bespoke Home’ lineup within the first half of this year.

Bespoke means ‘items made reflecting the individual tastes of consumers.’ Samsung Electronics declared ‘Project Prism’ in June 2019 to shift the home appliance market trend from supplier-driven manufacturing and sales to a consumer-centered mindset, applying Bespoke to some home appliances such as refrigerators and washers/dryers. This year, the scope will be expanded to 17 types of home appliances including 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 cordless vacuum cleaners.

Samsung Electronics models are introducing the new Bespoke Home products at the Samsung Digital Plaza Gangnam Main Store.
[Photo by Samsung Electronics]

Introducing Bespoke Refrigerators with 360 Customizable Colors and Built-in Water Purifier Inside the Door
Panel Replacement and Module Add-ons Available... No Need to Buy New Products Over Time

The first new product introduced that day was the Bespoke refrigerator. It features a highly consumer-satisfactory 4-door type with a large-capacity water purifier placed inside the door. The panels are provided in 22 basic types, and consumers can order their preferred colors from the ‘Prism Color’ palette consisting of 360 colors. By the end of this month, a modularized Bespoke water purifier separating hot and cold water functions and a premium cordless 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 also scheduled to be launched in May.

Samsung Electronics plans to expand the ‘space’ where consumers can experience the value of Bespoke appliances not only in the kitchen and living room but anywhere in the home through the new Bespoke Home products. It also pursues the expansion of ‘time’ by enabling changes without additional purchases through panel replacements and module add-ons after buying the product. To guarantee quality, starting with this year’s new products, Samsung will provide a service that offers free repairs and replacements without time limits for digital inverter compressors and digital inverter motors.

In addition, Samsung is strengthening the establishment of an ‘ecosystem’ by collaborating with companies and experts with expertise in various fields. In design, it partnered with Benjamin Moore, a global premium paint company, and Hanssem, a home interior specialist, to apply ‘Fenix’ material, which is highly resistant to scratches and damage, to refrigerators. 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, Samsung plans to provide lifestyle convenience services such as voice recognition, easy meal preparation, and delivery through ‘SmartThings app’ integration with Kakao Enterprise, CJ CheilJedang, and Coupang.

President Lee said, “Bespoke, now in its third year since introduction, surpassed cumulative shipments of 1 million units last year,” adding, “This year, as we expand the product lineup from kitchen to living, our goal is to fill 80% of Samsung Electronics’ domestic home appliance sales with Bespoke products.” Overseas sales will also expand this year to the U.S., Europe, Southeast Asia, and the Middle East, following last year’s launches in Russia, Sweden, and China.

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 to allow consumers to experience Bespoke Home. Visitors can combine the Prism Color palette of 360 colors on refrigerators and make purchases there.