Samsung Electronics opens permanent built-in appliance showroom in Germany

Samsung Electronics said Tuesday it has opened a permanent showroom in Germany — one of Europe's key markets for built-in appliances — stepping up its push to capture local demand from consumers who prize space efficiency.

The company chose Löhne, the German city that hosts the annual KM Küchenmeile, Europe's leading B2B trade fair for kitchen furniture and appliances, as the site for the new space. The showroom is designed to strengthen ties with local kitchen furniture makers and business partners.

The showroom spans about 480 square meters on the ground floor of the Kitchen Center Löhne (KCL), located in the heart of Löhne, where German kitchen furniture companies are concentrated.

Küchenmeile is a large-scale kitchen industry event drawing around 300 brands and 25,000 trade professionals. This year's edition opened Friday and runs through Friday.

Samsung Electronics has participated in the fair since 2018, consistently showcasing its premium built-in appliances. This year, the company timed the showroom's opening to coincide with the event. Beyond product displays, Samsung plans to use the space for business consultations and education sessions.

The product exhibition area is organized around an AI-powered smart kitchen concept, allowing visitors to experience Samsung's built-in appliances integrated with the SmartThings platform firsthand.

On display are the Bespoke AI 1-Door Refrigerator featuring Space Max technology, a built-in top-fridge bottom-freezer refrigerator, the Bespoke AI Dishwasher with an AI-powered custom wash function, and an induction cooktop with a built-in hood at its center.

The showroom also presents installation solutions tailored to European kitchen environments — including a configuration that mounts a cooktop directly above a dishwasher to maximize kitchen space, and another that attaches furniture door panels weighing up to 12 kilograms to the dishwasher for a seamless, integrated look.

Built-in kitchen appliance packages that coordinate with cabinet finishes in wood, white, navy and other colors are also on display, letting kitchen furniture makers and partners compare product combinations suited to a range of kitchen settings.

"Opening the showroom in Germany is an important milestone in our efforts to expand the built-in appliance business in Europe," said Lee Sang-jik, executive vice president of Samsung Electronics' Digital Appliances Division. "Through this showroom, where local partners can directly experience Samsung's built-in products and connected features, we will broaden collaboration and reinforce our premium brand position in the European market."