In an effort to boost sales in the European market, Samsung Electronics announced on Monday that it will present a larger selection of its Bespoke home appliances at the forthcoming IFA trade event in Germany.

The 2019 debut of the Bespoke brand has changed Samsung’s approach to home appliances. Users may alter the material, color, size, and door layouts of household appliances thanks to their innovative modular design.

Since its release in 2019, its flagship refrigerator has sold over 2 million units globally, and two out of every three Samsung refrigerators sold in their native market were Bespoke models. Without providing the precise sales number, Samsung said that Bespoke refrigerator sales in Europe alone increased sixfold in the previous year.

Recently, it has increased its position in the European built-in sector, which is where its strategic priorities lie.

Samsung aims to introduce a number of new Bespoke appliances in Europe, including the artificial intelligence-powered oven in the third quarter and the new premium Infinite Line in December, using the IFA exhibition as a marketing launchpad next month.

A new 20-year warranty will be made available for important components such inverter compressors and motors for its appliance items starting this year as part of attempts to increase customer loyalty there.

According to Yang Hye-soon, senior vice president of Samsung’s home appliance business division, “Samsung’s Bespoke brand is driving the home appliance trend in Europe.” We will have a stronger foothold in the market with the new Infinite Line and other kitchen equipment, according to the company.

Source: Korea Herald