Samsung Electronics Co. announced it would expand its customizable home solutions lineup to address customers’ increasing premium appliance demand. The South Korean technology leader revealed it targets to apply the BESPOKE concept to all its future home appliances releases. In 2019, Samsung launched BESPOKE, an appliance program that allows customers to customize a product’s material, color, and other designs.
According to Samsung, it specifically designed the BESPOKE home solutions to help customers enhance their home space with personalized products. Besides catering to customers’ needs, Samsung planned the appliance expansion to boost its sales amid the pandemic restrictions.
Product Diversification for Customers’ Personal Needs
Since BESPOKE’s launch, Samsung has been diversifying the brand’s product range, including induction stoves, dishwasher machines, and air purifiers. Initially, BESPOKE only started with kitchen appliances, but it introduced more AI-supported products for other household operations as it grew.
“We found that customer needs are diverse and changing rapidly, and to respond quickly, we need support from specialists in other industries,” said Yang Hye-Soon, Samsung Electronics’ Vice President. “We’ve formed Team Bespoke consisting of top players from each industry to seek co-growth in the market.” Through future collaborations with various companies and industries, Samsung plans to expand BESPOKE’s solutions and offer high-quality products to consumers.
Following the customizable product diversification, Samsung will launch 17 BESPOKE appliances, such as air conditioners, refrigerators, vacuum cleaners, and more. For instance, Samsung’s latest BESPOKE refrigerators offer 22 door panel types and 360 colors and include a built-in water dispenser. Additionally, Samsung will launch its BESPOKE water purifier and Jet Stick vacuum sweeper this month. The electronics company will also launch the BESPOKE Shoe Care System in May.
In a virtual press conference, Lee Jae-Seung, head of Samsung’s Home Appliances Business Division, stated that Samsung aims to increase BESPOKE sales to take 80% of its South Korean home products sales. Last year, Samsung launched BESPOKE in various countries, including China, Russia, and Sweden.
This year, Samsung aims to take the program to Southeast Asian, American, and Middle Eastern markets. To address customers’ needs, Samsung will also offer a lifetime warranty for the new 2021 BESPOKE products. Moreover, Samsung will provide the BESPOKE products free repair services and part replacements, including digital compressors, motors, and more
