Samsung says it plans to offer more bespoke electronics to appeal to younger customers.
The South Korean company recorded rising sales of fridges and cleaners during the pandemic while online sales grew by 50 per cent globally during the third quarter, the BBC reports.
One area of growth in South Korea were fridges that can be customized according to size, material and colour.
Samsung plans to start selling personalized fridges in the US, the Middle East and Europe later this year.
Samsung is one of a few companies offering bespoke electronics, having started with its “The Frame” television which allows consumers to choose their own bezel frame.
Kenneth Liew, a devices expert at market intelligence firm IDC Asia Pacific, said advancements in production line techniques have allowed companies to offer more personalised products.
“Most people including millennials usually like personalised products. From small items like wallets to high-end bicycles to cars, companies have tried to monetise this, by providing some customisation to generate a bigger margin,” he told the BBC.
“By customizing an item, it allows the consumer to feel that their item is more unique and closer to their hearts.”
Samsung is also putting more software in its appliances such as artificial intelligence (AI). While Samsung has its own Bixby voice assistant, Lee said it is open to working with rivals Amazon and Google to connect their systems to its gadgets.
Big electronic companies have benefitted during the pandemic as more people worked from home and relied on gadgets and the internet in their daily lives.
Many of these brands will be showcasing their new technology at a digital version of the Consumer Electronics Show this week.
The tech event, which is normally staged in the US gaming resort of Las Vegas, kicked off on Monday.
Samsung showed off its Bot Handy, a robotic waiter and butler that can pour you wine and do the washing up.
Other new gadgets from rivals included a US$3,000 (£2,220) pet flap that connects to your smartphone.