Samsung Electronics is expanding its Bespoke product line and expanding the Bespoke Home ecosystem. In particular, it plans to further expand the’customized home appliance’ market tailored to each consumer’s taste, such as the launch of a new Bespoke refrigerator that allows consumers to select and order 360 colors.
On the 9th, Samsung Electronics held a Bespoke home appliance new product experience event for domestic media at the Samsung Digital Plaza Gangnam Main Branch. The event was divided into small groups of around 10 people to comply with the COVID-19 quarantine guidelines.
On the 5th floor of Samsung Digital Plaza’s Gangnam Main Branch, there is a’Lifestyle Showroom’ consisting of Bespoke products. There is a’Bespoke Atelier’ on the 6th floor, where you can combine new Bespoke refrigerators in any color you like, and you can see refrigerator panels in collaboration with famous artists.
On this day, Samsung Electronics unveiled’Bespoke Home’, which expanded the Bespoke concept to the entire home appliance product. In the first half of this year, Samsung Electronics plans to launch 17 new Bespoke Home products, including refrigerators, washing machines, dryers, air dressers, shoe care machines, dishwashers, air conditioners, and wireless vacuum cleaners.
Bespoke Home ▲Applying Bespoke to home appliances not only in the kitchen, living room, but also in the entire house, ▲extending the product use period by replacing panels, purchasing additional modules, etc. Aim. The strategy is to make home appliances that can be used by changing colors whenever the performance is the same, but whenever taste changes.
The new Bespoke refrigerator, the flagship product of Bespoke Home, was released on the same day. The new Bespoke refrigerator features 360 colors added. In addition to the existing 22 types of panels,’Prism Color’ consisting of 360 colors has been added, so consumers can order a refrigerator by specifying and combining the colors they want.
Prism Color was developed by Samsung Electronics by referring to the trend color of’Benjamin Moore’, a global paint company. By combining high-resolution digital printing technology with traditional printing methods, it is easy to reproduce and expand colors, and the production speed is accelerated so that a variety of customized panels can be quickly supplied.
Samsung Electronics predicted that it would take up to two weeks for consumers to select the Prism color, order it, and actually receive the product.
The 360 colors can only be found in Korea first. After watching the domestic reaction, Samsung Electronics plans to introduce a new product with the corresponding color added overseas in the future.
The replacement refrigerator panel is collected by Samsung Electronics, and the panel can be recycled.
Another feature of the new Bespoke refrigerator is that the water purifier is installed inside the door. Inside the Beverage Center where the water purifier is located, an auto-fill water purifier that automatically fills a 1.4 liter water bottle and a hidden dispenser that can drink a small amount of water are separately installed.
The new Bespoke Refrigerator 4-door factory price ranges from 2.89 million won to 4.67 million won depending on the function, capacity, and door panel specifications.
In addition,’Bespoke Water Purifier’, premium cordless vacuum cleaner’Samsung Jet’, and’Bespoke Shudresser’ were exhibited in the Lifestyle Showroom.
The Bespoke water purifier will be sold at the end of this month, and it has been modularized by classifying cold water, hot water, and water purification functions. Customers can select and combine modules they want, and modules can be upgraded or added later.
Samsung Jet, a premium wireless vacuum cleaner, is a new all-in-one clean station that easily empty dust bags and will be released this month in various colors.
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“Bespoke is playing a key role in Samsung home appliances,” said Lee Jae-seung, head of Samsung Electronics’ home appliance division. “This year, we aim to expand Bespoke to about 80% of Samsung’s domestic home appliance sales. “We plan to expand overseas regions to Southeast Asia and the Middle East and diversify our product lines,” he said.