Built on customization, modularity, and refined design, moving beyond the kitchen

Delivering new experiences in every space of the home, marking the first year of global expansion

Samsung Electronics has officially unveiled ‘BESPOKE HOME’ to the global market.

On this day, Samsung Electronics held the ‘BESPOKE HOME 2021’ event online for global media and declared the full-scale overseas market expansion of its BESPOKE home appliances.

BESPOKE HOME is distinguished by its expansion of the BESPOKE concept from the kitchen to the entire home—including the living room and laundry room—following the launch of the ‘BESPOKE Refrigerator,’ Samsung Electronics’ first lifestyle-customized appliance, in June 2019.

Since launching BESPOKE HOME in the domestic market in March, a total of 16 BESPOKE appliances have been unveiled to date. In overseas markets, the company plans to introduce a diverse lineup centered on North America and Europe—which account for the largest share—to solidify its standing as a lifestyle appliance brand.

At the BESPOKE HOME 2021 event, Samsung Electronics President Jaeseung Lee, head of the Digital Appliances Business, said, “Through BESPOKE HOME, we want to show how the space of the home can be transformed through innovation in home appliances,” adding, “Based on customization, modularity, and refined design, we will spread the BESPOKE vision so that consumers around the world can enjoy new experiences not only in the kitchen but in every space of the home.”

In the United States, the world’s largest home appliance market, Samsung will build on the popularity of the BESPOKE Refrigerator introduced in the first quarter of this year by adding an oven range, microwave, dishwasher, and more in the second half to present the ‘BESPOKE Kitchen Package.’

The refrigerator is offered in three types with eight door panels, and the 4-Door type in particular—equipped with a ‘Beverage Center’ featuring a water-purifying function—is receiving a positive response locally. The BESPOKE Kitchen Package, including the refrigerator, has been applied with carefully selected colors preferred by American consumers, such as steel-tone finishes in Champagne Rose, Navy, and Matte Black, as well as White Glass.

In addition, Samsung Electronics plans to introduce the ‘BESPOKE AirDresser,’ the ‘BESPOKE Cube Air’ air purifier, and the ‘BESPOKE Jet and Jet Bot AI’ cordless vacuum cleaners to the U.S. market within the year.

In Europe, the BESPOKE Refrigerator was first introduced in October last year to a positive response, and in the first half of this year, as many as 14 different types of refrigerator panels will be offered. The microwave, dishwasher, AirDresser, Jet, and Jet Bot AI are also scheduled to be introduced as part of the BESPOKE lineup within the year.

In Southeast Asia, following the launch of the BESPOKE Refrigerator in April, the BESPOKE Cube Air, BESPOKE Jet, and BESPOKE Jet Bot AI will go on sale starting in the second half of the year.

Samsung Electronics will also expand the introduction of its specialized ‘SmartThings’-based services—which provide an even richer appliance experience—to the global market. By linking the SmartThings app with the relevant devices, consumers can easily use services such as meal planning, recipe recommendations, clothing care, indoor air quality management, and pet care.

‘SmartThings Clothing Care,’ which helps with optimal clothing management, was introduced in Europe in October last year and in the United States this March, and going forward it will be linked with the BESPOKE AirDresser and AI-based washers and dryers to provide an even more differentiated clothing care experience.

‘SmartThings Cooking,’ which recommends optimal meal plans and recipes tailored to ingredients, food preferences, and owned devices, was also introduced in the United States and Europe in March.

‘SmartThings Pet,’ which lets users check on their dog’s condition even when away from home through the ‘BESPOKE Jet Bot AI’ robot vacuum, will be introduced in the United States and Europe, while ‘SmartThings Air,’ which manages indoor air quality through air purifiers and air conditioners, is scheduled to be introduced in the United States within the year.

Samsung Electronics President Jaeseung Lee, head of the Digital Appliances Business, said, “This year marks the first year in which Samsung’s BESPOKE appliances expand in earnest not only in the domestic market but into the global market,” adding, “We will strive to ensure that more consumers can experience the value of BESPOKE HOME, and through this, we will enhance the brand influence of Samsung home appliances.”