Samsung Electronics is expanding its Bespoke business in Europe

Samsung Electronics announced on Monday, Aug. 22, that it will be boosting the presence of its Bespoke home appliances lineup in the European market. The company will do this by expanding this line of business through additional marketing and the introduction of more new customizable products.

As per Yonhap News Agency, Samsung will be making its high-end, customizable home appliances available in more locations in Europe. As part of its efforts to make its products more widely known in the region, the South Korean consumer electronics firm said it would also join the upcoming IFA 2022 trade show that is set to take place in Berlin, Germany, from Sept. 2 to Sept. 6.

Samsung will put its Bespoke lineup on display at the said event designed for consumer electronics and home appliances. The company’s Bespoke Home concept is said to be the company’s attempt to mark the start of a new era where people can customize their home appliances according to their tastes and needs.

Samsung described its Bespoke Home products as items that go beyond technology and functionality. This is because it has designed the items not just for their functionality but with the aesthetic and advanced technology in mind as well. This is why customers are bound to get more from what they have paid for.

The electronics firm is planning to officially launch the new tier of kitchen appliances and its Bespoke Infinite Line that will be displayed at the IFA 2022 in Europe this coming December. These were already introduced in South Korea early this year. It was mentioned that the Infinite line also replaces Samsung’s Chef Collection of high-end built-in kitchen appliances.

Samsung established its Bespoke brand in 2019, and through this unit, the company modernized its home appliances and developed innovative products. Its extraordinary modular concept allowed customers to customize their home appliances’ size, color, door configuration, and even the materials, The Korea Herald reported.

“Samsung’s Bespoke brand is leading the home appliance trend in Europe,” Samsung’s senior vice president of home appliance business unit, Yang Hye Soon, said in a statement. “The new Infinite Line and other kitchen appliances will help us secure a firmer footing in the market.”