With Samsung’s new Bespoke lineup, it’s home made perfect

Samsung Electronics Co. on Thursday unveiled a new lineup of its flagship Bespoke home appliances, including a newly introduced premium line of Bespoke Infinite, targeting high-end consumers.

The South Korean tech giant also said its new artificial intelligence-based built-in software solution, SmartThings Home Life, will enable users to more easily control various devices with improved connectivity as if they were a single electronics appliance.

“Our aim is to make our products digital butlers, providing useful and timely tips for consumers in the kitchen,” said Yang Hye-soon, head of the customer experience team at Samsung's digital appliances business, at a media event held on the metaverse platform Zepeto.

At the event, Samsung unveiled a total of 24 new Bespoke products, which come with enhanced artificial intelligence features to boost seamless connectivity.

The company said its AI solution, SmartThings Home Life, is particularly designed to assist users in handling chores in six everyday domestic arenas, including cooking, pet care, clothing and power control.

For example, if the user puts frozen raw beef in the fridge, the Bespoke refrigerator lets the owner know the best time to defrost the meat for cooking and offers the most suitable recipe, according to Samsung.

BESPOKE INFINITE

Samsung also unveiled the Bespoke Infinite premium line, which the company said will replace its high-end built-in kitchen appliance line, Chef Collection.

The Bespoke Infinite features a premium full suite of wall ovens, stovetops, dishwashers and refrigerators, it said.

“Our Bespoke lineup will continue to expand to enhance the value with which our customers can enjoy our home appliances,” said Lee Jae-seung, president and head of Samsung’s digital appliances business.

Bespoke is a Samsung brand that allows users to customize their Samsung products with individualized design and configurations.

The company has been gradually expanding its Bespoke lineup across its electronics products since it first introduced a new category of refrigerators under the brand in August 2019.

Samsung said on Thursday its Bespoke lineup accounted for more than 80% of its entire home appliance sales last year.

The company has so far launched its Bespoke products in 51 countries, including key markets such as the US and Europe.

Write to Su-Bin Lee at lsb@hankyung.com
In-Soo Nam edited this article.