Samsung Electronics heavily marketing Bespoke in Europe
Samsung Electronics said Monday it will seek to expand its home appliance business in the European market by making its customizable, top-end line of products more widely available there.The Korean tech and consumer electronics giant said it will display the latest Bespoke line of products at the upcoming IFA 2022 trade show, set to open early September in Germany, as part of such efforts.
The Bespoke Home concept is Samsung's attempt to usher in an era of customizable home appliances that go beyond technology and functionality, and incorporate customers' personal needs and tastes, according to the company.
During IFA 2022, Samsung will showcase the Infinite Line, a new tier of kitchen appliances to the Bespoke family, with a plan to launch it in Europe in December.
Bespoke's premium lineup of Infinite was unveiled in Korea early this year to replace Samsung's high-end built-in kitchen appliance line, Chef Collection.
The Bespoke Infinite features a premium full suite of wall ovens, cooktops, dishwashers, a smart hood system and refrigerators made with "timeless" materials, like stainless steel and ceramics, that are both durable and stylish, according to the company.
Samsung first brought the Bespoke line to the European market in 2020, and they are now available in more than 20 European countries. Sales of Bespoke refrigerators jumped six-fold in the first half from the same period last year, it said.
Yonhap
with the Korea JoongAng Daily
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