Strengthening European Market Presence

Samsung Electronics has officially opened a new permanent built-in appliance showroom in Löhne, Germany, marking a significant milestone in the company’s expansion strategy across Europe. Situated on the ground floor of the Kitchen Center Löhne, the venue acts as a dedicated space for retailers, planners, and industry buyers to engage with Samsung’s extensive range of [Home Appliances](https://news.samsung.com/global/category/products/home-appliances).

According to Sang Jik Lee, Executive Vice President and Head of the Sales & Marketing Team of the Digital Appliances business at Samsung, this initiative is essential for deepening industry collaboration. By establishing a physical footprint in this region, Samsung aims to bolster its premium market positioning and leverage growth opportunities within the European built-in sector, as detailed in their [Samsung Global Newsroom](https://news.samsung.com/global/samsung-opens-built-in-appliance-showroom-in-germany-to-advance-european-market-expansion) announcement.

Immersive Connected-Home Experiences

The showroom differentiates itself by moving beyond traditional product displays, instead opting to present appliances within fully functional kitchen and residential environments. This design choice allows visitors to witness firsthand how [AI Home Appliances](https://news.samsung.com/global/tag/ai-home-appliances) and SmartThings connectivity integrate to create a more intuitive user experience. The showroom showcases appliances suitable for a wide range of price segments, from entry-level to high-end premium configurations.

To help partners understand the breadth of the current catalog, the space features three distinct kitchen packages. These allow stakeholders to compare product features directly against varying interior design aesthetics, such as wood, navy, and white finishes. The goal is to provide a practical demonstration of how Samsung technology fits into modern, stylish residential designs.

Showcasing Next-Generation Kitchen Technology

At the core of the product zone are some of Samsung’s most advanced kitchen innovations. Visitors can interact with [the Extractor Induction Hob](https://news.samsung.com/global/samsung-expands-kitchen-portfolio-with-intelligent-performance-and-refined-design), a unique cooktop that combines high-performance induction heating with an integrated extractor system. Alongside this, the facility highlights the [Bespoke AI Dishwasher](https://news.samsung.com/global/tag/bespoke-ai-dishwasher) featuring AI Wash technology, which uses advanced sensors and machine learning to optimize cleaning cycles based on real-time data.

Other major equipment on display includes the Bespoke AI Oven, equipped with AI Pro Cooking capabilities that allow users to monitor their food through internal cameras. These products are showcased alongside a variety of built-in and freestanding refrigeration units, ensuring that the showroom serves as a comprehensive resource for industry professionals seeking to understand the company's full technical capabilities.

A Hub for B2B Collaboration

Beyond product displays, the showroom serves as a functional workspace. The central area is dedicated to consultation and communication, hosting partner meetings, product training programs, and technical briefings. Samsung is also using the facility to introduce partners to its B2B platform, known as SPACE. This system provides vital information regarding product specifications, regional availability, and streamlined ordering processes.

This location is strategically vital for Samsung’s participation in the [Kükenmeile A30](https://www.km-kuechenmeile.de/), a major annual trade event held in the Löhne region. As the site of roughly two-thirds of Germany's kitchen industry, the area provides a critical stage for the company to connect with over 300 international brands and more than 25,000 annual attendees.

Looking Toward the Future of European Operations

Since it first began participating in local industry trade events in 2013, Samsung has consistently used the German market as a focal point for launching its new built-in product innovations. The opening of this permanent showroom represents a shift toward a more consistent year-round presence, moving away from temporary setups to a centralized hub for demonstration and training.

While the facility is currently centered on the German market, it is intended to eventually function as a regional headquarters for collaborative efforts. Samsung expects this showroom to foster deeper integration with its kitchen-industry partners throughout Europe, ensuring that both retailers and consumers have reliable access to its latest connected kitchen solutions.

Sources

• Samsung Global NewsroomSamsung Opens Built-In Appliance Showroom in Germany To Advance European Market Expansion