Samsung's Bespoke appliances are getting fancier

A model poses with Bespoke Infinite products at Samsung Electronics' retail store in southern Seoul. [SAMSUNG ELECTRONICS]

Samsung Electronics is expanding its Bespoke customizable appliance brand, which now accounts for more than 80 percent of sales by its consumer electronics division.

The electronics maker announced Thursday the launch of Bespoke Infinite, a higher-end range with an initial focus on kitchen appliances.

The materials used will be fancier, and some features will be exclusive to those appliances.

The manufacturer will release a new refrigerator, oven, induction burners, range hood and dishwasher under the Infinite line.

The Bespoke Infinite refrigerators will have three options for the fronts: aluminum, ceramic and stainless steel. Current Bespoke fridges are covered with a layer of glass or metal, although in a range of colors.

Samsung Electronics said the new materials are intended to enhance durability and aesthetic appeal.

The Infinite line’s wine refrigerator can accommodate up to 110 bottles of wine with dual zones for separate temperatures.

Between the two zones is a drawer with an adjustable temperature control for pairing food items. The wine refrigerator starts at 5 million won ($4,180) but can cost up to 6.4 million won, depending on the addition of other options.

The Bespoke Infinite Oven also offers two separate cooking zones to allow owners to simultaneously cook different dishes.

The oven boasts an improved steam function to make cookies or fries crispy on the outside but soft within.

The range hood, a new product for Samsung, is also an air purifier, automatically measuring and adjusting the general air quality on top of expelling cooking smoke.

Those products will soon be available through Samsung’s online and offline sales channels in Korea. The electronics maker plans to bring the line to other markets, but a spokesperson declined to specify a timeframe.

Samsung Electronics also released new products under the regular Bespoke brand.

After the brand became popular in Korea, the electronics maker introduced Bespoke refrigerators in the U.S. and Europe in the first quarter of last year, and ovens and dishwashers in the second half.

The company aims to retail the new range in over 50 countries and extend the product offering beyond refrigerators.

BY PARK EUN-JEE [park.eunjee@joongang.co.kr]