#Germany #Samsung #Kitchen Center #Built-in Appliance #Löhne

Samsung's New Built-in Appliance Showroom in Germany

Samsung Electronics has made a significant move in expanding its footprint in the European market by opening a brand-new built-in appliance showroom in Löhne, Germany. This showroom is located on the first floor of the Kitchen Center Löhne, an establishment known for featuring major players in the kitchen industry. Here, industry partners, including kitchen retailers, planners, and buyers, can experience Samsung's diverse range of built-in appliances and innovative connected kitchen solutions throughout the year.

In the words of Sang Jik Lee, Samsung's Vice President and Head of Sales & Marketing for the Digital Appliances Division, "The opening of this permanent showroom is a crucial step that demonstrates our strong commitment to expanding our built-in appliance business in Europe. We aim to strengthen collaborations with industry partners and solidify our position as a premium brand while broadening business opportunities in the European built-in market."

A Realistic Experience of AI-Connected Kitchens

Designed around Samsung’s connected appliances, the showroom goes beyond mere display of products. It incorporates built-in appliances into actual kitchen environments, allowing industry stakeholders to experience firsthand how Samsung's appliances and AI capabilities integrate seamlessly via SmartThings. Visitors can observe how Samsung's built-in appliances enhance a variety of kitchen styles, ranging from entry-level to premium models.

The showroom features diverse areas that effectively showcase the appeal of Samsung's built-in appliances. In an area that simulates a kitchen and living environment near the entrance, visitors can see demonstrations of how Samsung appliances and SmartThings-compatible devices work together in harmony throughout the home. Especially notable is the display of three different built-in kitchen package options, allowing attendees to easily compare and identify the unique features within Samsung's product lineup. Moreover, these displays illustrate how Samsung’s built-in kitchen appliances elegantly blend with a variety of kitchen furniture styles such as wood, white, and navy.

The dedicated product display area highlights a range of appliances, including refrigerators, cooking devices, and dishwashers, presented in lifestyle-driven setups along with selected new products. Featured prominently are the recently launched extractor induction hob, the Bespoke AI dishwasher featuring the AI Wash function, Samsung's built-in and standalone refrigerators, and the Bespoke AI oven equipped with AI Pro Cooking capabilities.

In the center of the showroom, an open space is allocated for product demonstrations, meetings with partner companies, briefings, and training programs. Visitors will also be introduced to Samsung’s B2B platform, SPACE, which allows for streamlined management of ordering processes, inventory status, and product specifications. Through these interactive areas, industry participants can gain a comprehensive view of the full portfolio of Samsung's built-in products while experiencing the value brought by the company's vision of a connected home.

A Strategic Hub for Samsung in European Built-in Appliances

The newly established showroom not only serves as a permanent exhibition space but is also being utilized for the renowned B2B platform in the kitchen, furniture, and interior design sectors, the Küchenmeile A30 (Kitchen Mile A30) trade fair. This annual event occurs every September in Löhne and the surrounding area, which is home to about two-thirds of Germany's kitchen industry. It attracts over 25,000 visitors and more than 300 top kitchen furniture and appliance brands from around the world.

Samsung has been participating in the Küchenmeile A30 since 2013, consistently unveiling the latest innovative built-in products. In 2026, the newly opened showroom will provide an unprecedented experience for the diverse stakeholders attending this fair.

Initially focusing on the German market, the showroom aims to become a central hub that caters to Samsung locations and partners in the kitchen industry across Europe, facilitating demonstrations, training, and collaborative opportunities.

In essence, Samsung’s new showroom is not merely a showcase but a comprehensive experience that promises to innovate how built-in appliances are presented and engaged within the industry. By combining sophisticated technology with practical applications, Samsung is set to redefine the kitchen appliance landscape in Europe.