Samsung Unveils New Built-In Appliance Showroom in Germany to Strengthen European Market Footprint

Samsung Electronics has announced the inauguration of a new built-in appliance showroom located in Löhne, Germany. This strategic expansion is part of Samsung’s ongoing efforts to strengthen its presence in the European built-in appliance market.

Showcasing Samsung’s Built-In Appliance Portfolio

The showroom, situated on the ground floor of the Kitchen Center Löhne—an epicenter for kitchen industry players—serves as a permanent exhibit space. It offers kitchen retailers, planners, buyers, and industry partners year-round access to Samsung’s extensive range of built-in appliances and connected kitchen solutions.

“This permanent showroom underscores our commitment to the European built-in appliance sector,” stated Sang Jik Lee, Executive Vice President and Head of Sales & Marketing Team, Digital Appliances Business, Samsung Electronics. “Our goal is to enhance industry collaboration, reinforce Samsung’s premium market positioning, and seize opportunities within the European market.”

Integration of AI and Connected Kitchen Solutions

The showroom features Samsung’s connected appliances set in realistic kitchen and residential environments, moving beyond traditional product displays. Trade visitors can explore the integration of Samsung appliances, AI-powered features, and SmartThings connectivity to experience a more intuitive and connected home environment. The showroom highlights how Samsung’s built-in appliances seamlessly fit various kitchen settings, from entry-level to premium price segments.

• Near the entrance, different kitchen and residential setups demonstrate the integration of Samsung appliances and SmartThings-connected devices throughout the home.
• Three distinct built-in kitchen packages are displayed to help visitors differentiate and compare Samsung’s product lineup.
• A dedicated product zone showcases Samsung’s refrigeration, cooking, and dishwashing offerings, along with notable products like the Extractor Induction Hob, Bespoke AI Dishwasher, and Bespoke AI Oven.

At the center of the showroom, an open area supports product demonstrations, partner meetings, briefings, and training programs, enhancing the collaborative experience for industry professionals.

A Strategic Hub for European Market Engagement

The new showroom will also function as Samsung’s exhibition space during the Küchenmeile A30, a major kitchen trade fair held annually in September. This event, held in a region where two-thirds of Germany’s kitchen industry is concentrated, attracts over 25,000 visitors and features more than 300 major kitchen brands globally.

Samsung has been a participant in Küchenmeile A30 since 2013, leveraging the platform to showcase its latest innovations in built-in products. This year, the new showroom offers a unique experience for the diverse stakeholders attending the event.

Positioned initially to focus on Germany, the showroom aims to become a regional center for demonstration, training, and collaboration for Samsung teams and kitchen industry partners across Europe.