Bespoke, a Huge Hit in the US, Hosts Separate Showcase at CES 2023

Samsung Electronics Unveils 'Bespoke Private Showcase' at CES

Damon Extem, Head of Retail Management at Samsung Electronics America, is introducing Bespoke Home at the 'Bespoke Private Showcase' event on the 3rd, ahead of the opening of CES 2023, the world's largest electronics exhibition held in Las Vegas, USA.

[Asia Economy Las Vegas (USA) = Reporter Park Sun-mi] "In the first quarter of this year, bespoke refrigerators launched in the United States will allow customers to decorate the refrigerator panels with pictures or photos of their choice. We conducted a pilot service in the U.S. last year, and due to positive feedback, it is scheduled for full launch starting in the first quarter of this year. This year, a French door type will also be added to the bespoke refrigerator lineup in the U.S. market."

Jieun Jeong, Executive Director of Samsung Electronics' Home Appliance Business Division, said this on the 3rd (local time) at the 'Bespoke Private Showcase' held in Las Vegas, USA, regarding the bespoke refrigerator lineup to be launched in the U.S. Jeong added, "As bespoke refrigerators gained popularity in the U.S., the share of bespoke refrigerators in U.S. refrigerator sales reached about 25% last year. This year, we will actively target the global market, including the U.S., with a new lineup."

Samsung Electronics is operating the 'Bespoke Private Showcase' from the 3rd to the 6th (local time) at CES 2023, the world's largest electronics exhibition held in Las Vegas, USA, to target global partners. Following positive responses in the U.S. after Korea, Samsung Electronics separately prepared this event to secure additional global partners for bespoke refrigerators. The Bespoke Private Showcase, set up at Caesars Palace Hotel with an area of 429㎡ (130 pyeong), is designed so that global partners, including those from the U.S., can view the bespoke appliance lineup at a glance and experience next year's key new products in one place.

The exhibition space is organized into zones for efficient visitor experience: ▲ 'Bespoke Home Package' zone ▲ 'Home IoT Solution' zone introducing Home IoT solutions including Family Hub ▲ 'Refrigerator Highlight' zone displaying various refrigerator lineups and panels ▲ 'Global Lineup' zone featuring washing machines, dryers, shoe dressers, and vacuum cleaners for Latin America ▲ 'SmartThings Energy Saving' zone showcasing energy-saving solutions using SmartThings ▲ and 'Infinite Zone' composed of the Infinite line.

Since introducing the Bespoke Refrigerator French Door (FDR) type to the U.S. market last year, Samsung Electronics has received high praise from local consumers, and this year, the lineup will be expanded further by adding the French door type. The newly exhibited Bespoke Refrigerator French Door type features the 'Auto Open Door' function for the first time in this type. When a hand touches the door sensor, the door automatically opens, making it easier to open the door even when carrying heavy groceries with both hands, thus improving user convenience.

The Bespoke Refrigerator Family Hub, which is popular in the U.S., has also been upgraded. The Bespoke Refrigerator Family Hub Plus, with a screen more than twice as large as its predecessor, allows users to view and control multiple appliances connected to SmartThings at a glance through big widgets. It functions as a home IoT 'hub' that can control lighting, blinds, and switches, as well as an entertainment device that lets users enjoy videos, photos, and artworks more vividly.

A space was also set up to experience the 'My Bespoke' service, which Samsung Electronics plans to introduce for U.S. consumers. This service, not yet available in Korea, allows consumers to decorate the upper door panel of the Bespoke Refrigerator FDR with pictures or photos of their choice using the My Bespoke service.