SAMSUNG ELECTRONICS introduces ‘Bespoke’ refrigerator into U.S.A market

Samsung Electronics announced that it will launch a lifestyle-customized Bespoke refrigerator that has positioned a general tendency in the domestic market and a Grande AI washing machine and dryer equipped with AI functions at CES 2021 the worlds biggest electronics show.

Bespoke refrigerators which is launched in Korea in June 2019 for the first time became famous to consumers accounting for more than 60% of Samsung Electronics domestic refrigerator sales in 2020 and it is planning to be launched into the U.S market in March 2021.

Bespoke Refrigerator has been appreciated as its differentiated design and innovative technology by winning the Innovation Award in 2021 following 2020 at CES which is the worlds largest electronics show. It also has been given the Silver Award and Best in Show at the International Design Excellence Awards (IDEA) 2020.

The Bespoke refrigerator which will be launched for the first time in the U.S market is offered with a total of eight door panels in three types: 4-door 2-door and 1-door. Especially it has its own character by applying new colors suitable for the local market such as champagne steel matte black steel and rose pink glass.

The 4-door type Bespoke 4D Flex reflects the needs of U.S customers who prefer the water purifier function and the Beverage Center which is applied to the upper refrigerating compartment door in two ways. The two water purification functions applied to this product are dispenser where the water comes out and an auto-fill which automatically refills the bucket with the amount of water drank. Moreover there are diverse functions that customer can choose as wanted such as the Auto Dual Ice Maker that provides two types of ice and the Flex Zone which offers 5 modes that can be stored at the best temperature according to ingredients.

In addition Samsung Electronics launches a new drum washing machine and dryer in the U.S.A in February that graft AI technology with optimize washing and drying together according to the users laundry habit and environment. A large number of differentiated AI solutions of Grande AI will be applied.

The washing machine is expected to provide functions such as AI custom laundry which perceives the weight of the laundry automatically puts in a quantity of detergent and softener and detects contamination during washing to regulate the washing and rinsing time AI customized recommendation which remembers the customers usage habits and prioritize your favorite courses and options on the display All-in-one control that allows you to control the dryer with the operation panel of the washing machine when the AI customized recommendation is installed in series and AI course linkage which automatically sets the drying course for the laundry course after washing. It is anticipated to offer customized laundry and drying experiences to customers.

In the second half of 2021 Samsung Electronics will heighten its marketing strategy in the North American market by introducing new Bespoke refrigerators new drum washing machines and dryers with AI functions in Canada.

Meanwhile Samsung Electronics has been awarded the most among the same industry in a total of eight products ranked 1st including washing machines (drums and fully automatic) dryers French door refrigerators dish washers and freestanding ranges in the 2020 Customer Gratification Survey announced by JD power in the USA.

Yang Hye-soon vice president of Samsung Electronics; Consumer Electronics department said By strategically applying to lifestyles of customers into our products we have accomplished good results in the US market which is the battlefield among global home appliance companies. On the basis of new launched Bespoke refrigerator and AI washing machines and dryers we will strengthen our market leadership.

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