Samsung CEO says, ‘We will change the European built-in market with BESPOKE refrigerator’
Samsung CEO says, ‘We will change the European built-in market with BESPOKE refrigerator’
  • Jung So-yeon
  • 승인 2019.09.08 18:10
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CEO Kim Hyun-seok says, ‘BESPOKE accounts for 65 percent of all refrigerator sales…..showing a rapid growth’
Kim Hyun-seok, president and CEO of Consumer Electronics (CE) Division of Samsung Electronics, is holding a press conference in Berlin, Germany, on September 5 (local time) to talk about Samsung Electronics' CE business strategy. (Courtesy of Samsung Electronics)

Samsung Electronics.'s customized refrigerator BESPOKE, launched in South Korea in June, accounts for 65 percent of all refrigerator sales, showing a rapid growth.

"More BESPOKE refrigerators are being sold than the number in the media," said Kim Hyun-seok, president of CE (Consumer Electronics) division at a press conference at Europe's largest consumer electronics exhibition 'IFA 2019' held in Berlin on Sept. 5 (local time).

"It's very fast to achieve 65 percent in just three months," he said. "It takes more than a year for a new model to be 100 percent replaced with the new model because the home appliance needs to be broken. BESPOKE is growing four times faster than conventional home appliances," he stressed.

BESPOKE is a customized refrigerator that allows consumers to choose colors and materials of eight different types of products depending on their life cycle, and a total of 22,000 combinations are possible.

Samsung Electronics is planning to release BESPOKE in Europe early next year. “Europe is not an easy market to enter into the traditional market, where built-in accounts for 40 to 45 percent,” Kim said, adding, “We will be able to change the built-in market in Europe with BESPOKE.”

Kim also reiterated his willingness to consolidate the leadership of premium TVs through ultra-high-definition TVs and super-large TVs, including 8K (resolution 7680X4320) QLED TVs. QLED is Samsung's TV brand name.

"If there are no major changes, we will be the top global TV maker for 14 years," he said. "We first introduced 8K TV at the IFA last year. Almost all companies are expected to release 8K TV sets this year, and the new 8K competition will be held due to strong responses from consumers."

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