Samsung Electronics (005930) has opened a permanent showroom in Germany, a core market for built-in home appliances in Europe, expanding its business-to-business contact with local kitchen furniture makers. The strategy moves beyond annual trade show appearances to secure a base where the company can display products and hold consultations and training sessions year-round, accelerating its push into the European built-in appliance market.
Samsung Electronics said on Sept. 22 that it had opened a permanent built-in appliance showroom of about 480 square meters on the first floor of the Kitchen Center Loehne (KCL) in the Loehne area of Germany.
Loehne is home to a cluster of Germany's major kitchen furniture makers. KM Kuechenmeile, one of Europe's leading B2B events for kitchen furniture and appliances, is also held there every year. The event draws about 300 brands and 25,000 industry officials, and this year it runs from Sept. 19 to Sept. 25.
Samsung Electronics has taken part in Kuechenmeile since 2018, showcasing premium built-in appliances. This year it timed the opening of the permanent showroom to the event. The company plans to use the showroom not only for product displays but also as a space for business consultations with local kitchen furniture makers and for training partners.
The display area is built around a "smart kitchen" that combines artificial intelligence with SmartThings. Rather than simply demonstrating the functions of individual products, the space lets visitors experience firsthand how multiple appliances work together through SmartThings.
Featured products include the Bespoke AI 1-Door Refrigerator with expanded interior space, a built-in refrigerator with the fridge on top and freezer below, and the Bespoke AI Dishwasher, which analyzes how dirty dishes are and automatically adjusts the number of rinse cycles and the washing temperature.
Also on display are an induction cooktop with a built-in hood at its center, which reduces the space needed for a separate hood, and the Bespoke AI Oven, which uses an internal camera to identify ingredients and suggest tailored recipes.
"The opening of the German showroom is an important milestone for expanding our built-in appliance business in Europe," said Lee Sang-jik, executive vice president of Samsung Electronics' Digital Appliances Business. "Through a showroom where local partners can experience Samsung's built-in products and connected experiences firsthand, we will expand collaboration and strengthen our position as a premium brand in the European market."
