Samsung aims to replicate Galaxy success with Bespoke home appliances

Samsung Electronics Co. aims to replicate the success of its Galaxy series of smartphones with other home appliances sold under its premium Bespoke brand.

The South Korean tech giant on Tuesday unveiled an expanded product line for customized home appliances during the Bespoke Home 2022 event held online.

New in the latest lineup is the global launch of artificial intelligence-powered washers, dryers and a kitchen package.

For the European market, the kitchen package includes AI-enabled ovens set to launch in the second half of this year.

Its new microwave oven, the AI Pro Cooking, optimizes settings based on ingredients and monitors cooking to prevent food from being overcooked or undercooked, according to Samsung.

A new AI-powered washing machine will be available in the US and Europe in July, it said.

The company also showcased a kitchen appliance package, including a refrigerator, ovens, a dishwasher and range hoods under the Bespoke Infinite premium line, targeting higher-end consumers.

INFINITE LINEUP FOR HIGHER-END CONSUMERS

Samsung, which launched the Infinite line in the local market in February, plans to take it globally later this year.

Samsung said its AI-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.

The SmartThings Home Life service will be available in 97 nations by the end of June, it said.

Ensuring longer-lasting home appliances, Samsung said it will offer a 20-year warranty for some of its key components such as digital inverter motors and digital inverter compressors in its Bespoke products in the US and Europe from July.

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.

Its Bespoke lineup accounted for more than 80% of its entire home appliance sales last year, it said.

Write to Ji-Eun Jeong at jeong@hankyung.com
In-Soo Nam edited this article.