Samsung's Bespoke brand to showcase dozens of premium home appliances at CES 2023

Samsung Electronics showcased dozens of premium home appliances under its Bespoke customizable appliance brand Tuesday, ahead of the upcoming CES trade show.

Damon Ekstam, a retail management manager at Samsung Electronics America, poses with a new Bespoke refrigerator. It features a Family Hub panel, which offers a 32-inch touchscreen that allows people to watch TVs, cue YouTube videos, or search for recipes. [SAMSUNG ELECTRONICS]

LAS VEGAS — Samsung Electronics showcased dozens of premium home appliances under its Bespoke customizable appliance brand Tuesday, ahead of the upcoming CES trade show.

The lineup includes new refrigerators, washing machines, dryers and ovens made with materials like stainless steel and ceramics. The Bespoke brand now accounts for more than 80 percent of Samsung Electronics' sales in its consumer electronics division.

One of the most notable products in the lineup is an updated Bespoke refrigerator featuring a Family Hub panel, which offers a 32-inch touchscreen that allows people to watch TV or YouTube videos and search for recipes. The size of the screen has been doubled from the previous model.

“We have a service that connects to the Amazon website to help customers easily order groceries through the screen”, said Yoon So-young, head of the User Experience team, at the event Tuesday. “This convenient service, however, is only available in the United States currently.”

Samsung’s SmartThings device control service also allows customers to control other appliances through the screen.

Auto Open Door system is newly applied to Bespoke refrigerators which allow people to simply touch a sensor to open the door. [SARAH CHEA]

Another noticeable new feature of the Bespoke refrigerator is that the company added an Auto Open Door system, which automatically opens the door when people touch a sensor. When they do not use the refrigerator after touching the sensor, it automatically closes the door.

Washing machines and dryers come with updated artificial intelligence services that tell users how much detergent to use.

Visitors to the showcase can also experience the MyBespoke service, which allows users to design the front panels of their refrigerators. The service is expected to be available in the U.S. market later this year. Whether it will be introduced in Korea has not been decided yet.

“Bespoke refrigerators are gaining popularity in the United States, and last year, 20 percent of our sales in the U.S. market came from the Bespoke brand,” Chung Ji-eun, vice president at the consumer electronics division. “The new lineups will target the global markets including the United States.”

The home appliances will also be on display at Samsung Electronics’ 3,368-square-meter booth at the upcoming CES, which runs from Jan. 5 to Jan. 8 in Las Vegas.

Models show off Samsung Electonics' booth at the upcoming CES 2023, which runs from Jan. 5 to 8 in Las Vegas. [SAMSUNG ELECTRONICS]

The Korean company will show off other products including TVs at the booth, as well as how they could be connected altogether through its SmartThings device control service.

Vice Chairman and CEO Han Jong-hee said Internet of Things-powered smart homes will be Samsung Electronics’ focus for the upcoming CES 2023 trade show, and it will “explore easier and safer ways to connect devices and appliances, and how to make customized experiences for each user even more precise.”

Rival LG Electronics is expected to introduce five upgraded home appliances under its Signature premium brand.

The lineup includes a refrigerator that allows people to see what’s inside without opening the door, a washing machine with a 7-inch touch screen and an oven that automatically calculates cooking times.

Samsung Electonics' booth at the upcoming CES 2023, which runs from Jan. 5 to 8 in Las Vegas. [SAMSUNG ELECTRONICS]

BY SARAH CHEA [chea.sarah@joongang.co.kr]