Bespoke Home and Objet Collection
Full-scale Launch in North America, Europe, China, and Southeast Asia
[Asia Economy Reporter Kim Heung-soon] Samsung Electronics and LG Electronics are accelerating their overseas market strategies with customized home appliances. They are expanding their presence by consecutively introducing the 'Bespoke Home (Samsung Electronics)' and 'Objet Collection (LG Electronics)' appliance lines, which have received positive responses from domestic consumers, to North America, Europe, China, and other regions.
According to industry sources on the 7th, Samsung Electronics plans to officially launch Bespoke appliances in major markets such as the United States, Europe, and Southeast Asia starting in the second half of this year. Following the earlier introduction of Bespoke refrigerators in Europe and North America, the product lineup will be expanded to include ovens, microwaves, dishwashers, Air Dressers, air purifiers, and cordless vacuum cleaners. In Southeast Asia, the plan is to start with Bespoke refrigerators and then introduce Air Dressers and cordless vacuum cleaners.
Samsung Electronics has adopted the concept of 'customization, modularization, and sophisticated design' to allow consumers worldwide to decorate various parts of their homes, including kitchens, according to their preferences by selecting appliance colors and functions. The Bespoke refrigerator launched in the United States, the world's largest home appliance market, features 8 types of door panels across 3 product types. In Europe, 14 types of refrigerator panels will be introduced.
In the related industry, domestic consumer preferences are used as a gauge for overseas sales performance of home appliances. The Bespoke refrigerator has already proven its potential by accounting for more than 60% of Samsung Electronics' domestic refrigerator sales last year. Samsung Electronics forecasts that this year, Bespoke refrigerators will account for more than 70% of domestic sales volume.
A Samsung Electronics official said, "Consumers in Europe and the United States, who were accustomed to built-in appliances, are increasingly interested in Bespoke products that allow them to easily decorate and change appliances according to their interior design."
LG Electronics has also expanded its Objet Collection, which aims at space interior appliances, overseas. The refrigerator officially launched in China at the end of last month marks the first step. The product exterior offers three colors: green, silver, and black, and the panels come in four colors: mint, pink, beige, and silver.
An LG Electronics official explained, "The Chinese home appliance market has strong demand for domestic products, and color preferences among Chinese consumers are very distinct, making it challenging to target. However, the growing interest in premium appliances, including the Objet Collection, is symbolic."
First introduced domestically in October last year, LG Electronics' Objet Collection includes a total of 14 types of products such as refrigerators, vacuum cleaners, air conditioners, and air purifiers. The number of colors applied to each product line has also expanded to 15. As of February, the company evaluated that one out of every two LG home appliance customers chose the Objet Collection.
Following the launch of the Objet Collection refrigerator in China, LG Electronics plans to sequentially expand the market to Asia and Europe by the end of the year. An LG Electronics official said, "In the case of home appliances, it is common for customers to consider purchasing other products when replacing refrigerators. We expect demand for the Objet Collection to increase overseas as well, considering harmony with home interiors."
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