Samsung has confirmed at CES 2023 that they are entering the Australian cooking appliance market in the second quarter of 2023, with a new Bespoke range of products.
Tipped by ChannelNews at IFA 2022, management believe that the affordable premium or mid-market is where Samsung can kick off their attempt to grow share in a market that is dominated by European brands.
According to Jeremy Senior Vice President of Consumer at Samsung Australia, the South Korean business that has strong market share in the USA and Latin American cooking markets able to deliver technology in their appliances that most European brands cannot deliver.
This includes access to the Companies SmartThings technology which is now a key part of the Matter platform which allows multiple and competing brands to coexist in a home automation environment.
“We believe that we can build on our current range of Bespoke appliances with a Bespoke cooking offering,” said Senior.
“Our aim is to build on this platform”.
ChannelNews understands that Samsung is currently in discussions with retailers including The Good Guys and Harvey Norman.
Also coming in 2023 are new side by side refrigerators and intelligent robotic vacuum cleaners.
“Our cooking offering will come in as part of our Bespoke range and what we are doing at the moment is talking to retail partners as to what the range will look like”.
Senior confirmed that the initially cooking products will consist of a wall oven and stove. He also said that Samsung is expanding their dishwasher range in Australia.
At CES Samsung unveiled new Bespoke appliances including a four-door smart fridge with a 32-inch screen and an oven that uses AI to help you cook.
ChannelNews understands that the Australian cooking range will be selected from the current US product range.
During a tour of Samsung’s Bespoke appliance range, we were shown a new Bespoke 4-Door Flex Refrigerator with Family Hub that has one door dedicated to a 32-inch FHD screen — double the size of previous models’ screens.
This will also be able to stream movie content to the refrigerator screen.
One of the Samsung ovens that ChannelNews saw was the Bespoke AI Oven, which has recently been updated with features such as full steam, air fry, and sous vide options.
It even features an updated camera that uses image-based food recognition technology to automatically tune the cooking settings and also monitor your dish in the process.
The Bespoke AI Oven offers optimised cooking settings, monitoring features, and notifications.
The oven features an internal camera, as well as Samsung’s Sense Inside artificial intelligence technology that undertakes food recognition and runs burn detection.
Samsung claims it can recognize 80 dishes and ingredients. You can even stream a live feed of what’s cooking in the oven, which could be good news for chefs that want to build their socials following.
The oven can also recommend meals based on ingredients at home, thanks to a SmartThings Cooking and Samsung Health integration that monitors users’ diet goals and workouts.
The oven is available in Europe now and will launch in North America in the third quarter of 2023. At this stage it’s not known whether this model will come to Australia.
