Appliance manufacturer Samsung has has announced that its custom refrigerator program, BESPOKE, will be available in the U.S. market later this year.
The collection—to be unveiled for the first time in the U.S. at the virtual 2021 Consumer Electronic Show—will include an all-new 4-Door Flex unit that has sleek lines and a contemporary flat-panel design with recessed handles blending seamlessly into existing kitchens, the company says.
Launched back in 2019 in Korea, the BESPOKE appliance program allows customers to personalize the materials, colors, shapes, and designs of appliances. The launch was part of Project Prism, a new company effort that seeks to move toward meeting the customization demand from younger buyers.
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“There is a growing trend across this generation, especially among millennials, that sees us valuing personal tastes and experiences foremost,” Samsung Electronics’ president and CEO of Consumer Electronics Division Hyun Suk Kim said at the launch. “With Project Prism, we are reflecting this trend, and hope that Samsung can become a prism-like medium, able to reflect each and every colorful consumer lifestyle.”
Marking the start of this process, the first customizable product in the collection was a refrigerator, which comes various configurations: four-door freestanding, four-door “kitchen fit”, two-door BMF (upper refrigerator and lower freezer), one-door refrigerator (24 inches), one-door freezer (24 inches), one-door kimchi refrigerator (24 inches), one-door (alternating temperature, 18 inches), and kimchi plus.
“As families spend more time at home—and in the heart of the home, the kitchen—they’re investing in home appliances they can personalize, which is exactly what our BESPOKE lineup offers,” says John Herrington, senior vice president and general manager of the company’s home appliances division. “BESPOKE refrigerators are customizable on the outside with a variety of colors, materials, and finishes that you can select to match your style, and also customizable on the inside with convertible drawers and other unique features.”
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When it was launched in Korea, BESPOKE turned out to be a game-changer, driving two-thirds of refrigerator sales in Korea and proving that consumers – particularly millennials – are in the market for appliances that answer their unique lifestyle needs. This year, the company has made improvements.
The company has added an all-new 4-Door Flex unit with sleek lines and a contemporary flat-panel design and recessed handles. The unit is equipped with a new Beverage Center inside the upper-left door that provides quick access two different ways—an internal, filtered water dispenser and a built-in AutoFill water pitcher. The AutoFill water pitcher automatically refills with fresh, filtered water, or homeowners can infuse the water with a flavor of their choice. The refrigerator also features a Dual Ice Maker, which can make regular ice cubes as well as small “ice bites” that chill drinks faster, the company says.
Another improvement is the Flex Zone, Samsung says. The versatile compartment converts from fridge to freezer temperatures, offering the flexibility to meet a family’s food storage needs. “The improved Flex Zone has five different temperature settings: Freeze, Soft Freeze, Meat/Fish, Fruits/Veggies, and Beverage,” the company says. “There is also a Flex Crisper that allows you to store meat or fish at the optimal temperature, as well as a Crisper+ that keeps your fruit and vegetables fresher for longer.”
In addition to the U.S., Samsung is introducing the BESPOKE refrigerator lineup across the Middle-East, North Africa, and European regions in 2021—expanding beyond the Northern European and Asian markets where it is currently available.
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