Thai Samsung Electronics Co has launched a sub-brand called Bespoke for refrigerator products in Thailand — the first country in Southeast Asia to see the brand — aimed at younger people willing to pay more for lifestyle products.
Jennifer Song, the company’s president of consumer electronics, said it picked Thailand as the first market because Thai consumers are similar to Koreans in terms of choosing design and lifestyle products.
There are also many detached housing projects in Thailand that could create more demand for the brand.
Ms Jennifer said the debut of Bespoke promises advanced home appliances.
Samsung has secured two-thirds of the refrigerator market in South Korea with products that appeal to millennials looking for distinct design.
During the pandemic, demand for home appliances has grown globally as people have had to stay home longer, said…
