'Bespoke Home' Unveiled at the Show

A Wide Range of Bespoke Appliances on Sale

Samsung Electronics is accelerating its push into the European market by showcasing an extensive 'Bespoke Home' lineup at 'IFA 2022,' Europe's largest electronics exhibition, held in Berlin, Germany, from September 2 to 6.

Samsung Electronics first introduced Bespoke appliances to Europe in 2020, when it launched the Bespoke refrigerator in Northern Europe to great popularity.

Today, the company sells not only refrigerators but a wide range of Bespoke appliances in more than 20 European countries. The Bespoke refrigerator, in particular, posted an impressive result, with sales in the first half of this year growing more than sixfold compared with the same period last year.

After introducing the AirDresser and the microwave oven as Bespoke appliances last year, Samsung Electronics this year rolled out a 'Bespoke Kitchen Package' comprising an induction cooktop, dishwasher, and oven, along with washers, dryers, and vacuum cleaners. In addition, starting in the second half of this year, the company is offering a 20-year warranty on the digital inverter compressor in its refrigerators and the digital inverter motor in its washers and dryers, allowing customers to use the products even longer.

The Bespoke Kitchen Package lets consumers choose colors and materials to reflect local tastes, and its 'built-in look' design allows for a clean installation that blends seamlessly with kitchen furniture—making it a perfect fit for European consumers, who have a strong preference for built-in appliances.

For local consumers seeking an even more refined kitchen, Samsung Electronics is exhibiting the 'Bespoke Infinite Line'—previously launched in Korea—at IFA 2022 and will bring it to the European market in December. The Bespoke Infinite Line refrigerator uses aluminum to emphasize timeless value that does not fade over the years, and it offers outstanding durability.

Yang Hye-soon, Executive Vice President of Samsung Electronics' Digital Appliances Business, said, "Samsung Bespoke Home is leading the trends in Europe's home appliance market with customized designs and features that reflect individual tastes and lifestyles. Led by the newly introduced Bespoke Infinite Line and Bespoke Kitchen Package this year, we will deliver a broader kitchen experience to local consumers and strengthen our influence in the market."

▲ Samsung Electronics Bespoke Kitchen Package