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

Samsung Electronics Co., Ltd. today announced the opening of a new built-in appliance showroom in Löhne, Germany.

Located on the ground floor of the KitchenCenter Löhne — an exhibition center for kitchen industry leaders — the permanent showroom provides kitchen retailers, planners, buyers, and other industry partners with year-round access to Samsung’s built-in appliance portfolio and connected kitchen solutions.

“The opening of this permanent showroom marks an important step for our commitment to the built-in appliance business in Europe,” said Sang Jik Lee, Executive Vice President and Head of Sales & Marketing Team of Digital Appliances (DA) Business at Samsung Electronics. “We aim to deepen industry collaboration, strengthen Samsung’s premium positioning, and better capture opportunities in the European built-in market.”

Bringing the AI Connected Kitchen to Life

Designed around Samsung’s connected appliances, the showroom moves beyond conventional product displays by placing built-in appliances in realistic kitchen and residential environments. Trade visitors can experience how Samsung appliances, AI-powered features, and SmartThings[1] connectivity work together to create more intuitive and connected experiences throughout the home. They can also see how seamlessly Samsung’s built-in appliances fit into kitchens in different price segments, from entry to premium price levels.

The showroom includes various areas designed to present Samsung’s built-in appliances.

Near the entrance, kitchen and residential environments demonstrate how Samsung appliances and SmartThings-connected devices can work together throughout the home in realistic settings. In particular, three distinct built-in kitchen packages allow visitors to easily identify and compare differences across Samsung’s product lineup. The displays also highlight how the company’s built-in kitchen appliances complement a variety of kitchen furniture concepts, including wood, white, and navy finishes.

Next, a dedicated product zone presents the company’s refrigeration, cooking, and dishwashing portfolios alongside lifestyle displays and select new products. Key products on display include Samsung’s built-in and freestanding refrigerators, and the Bespoke AI Oven featuring AI Pro Cooking.[2]

At the center of the showroom, an open consultation and communication space supports product demonstrations, partner meetings, briefings, and training programs. Visitors can also receive an introduction to Samsung’s B2B platform SPACE, including information on ordering processes, product availability, and product specifications. Together, the areas allow industry professionals to explore Samsung’s built-in portfolio while experiencing the value of its connected-home vision firsthand.

A Strategic Hub for Samsung’s European Built-In Appliance Business

Samsung’s new showroom is also serving as the company’s exhibition space for its participation in Küchenmeile A30, a kitchen trade fair that is one of Europe’s leading B2B platforms for the kitchen, furniture, and interior design industries.

Held every September in and around Löhne — a region in which approximately two-thirds of Germany’s kitchen industry is concentrated — the event brings together more than 300 major kitchen furniture and appliance brands from around the world. It attracts more than 25,000 visitors annually.

Samsung has participated in Küchenmeile A30 since 2013, consistently using the platform to introduce its latest innovation in built-in products. This year, the company’s new showroom provides a novel experience for the wide range of stakeholders visiting the event.

Initially focused on Germany, the showroom is positioned to become a regional demonstration, training, and collaboration hub for Samsung teams and kitchen-industry partners across Europe.

[1] To use SmartThings, download the app from the Galaxy Store, Google Play Store, or Apple App Store. The supported OS specification, required storage space, and other usage environment for the SmartThings app can be found on the app download page in each app store. SmartThings has compatibility constraints, and the compatible environment may be updated periodically. Supported OS specifications and app screen configuration may change with app updates. The availability of technology, functions, features, and services may vary by country, service provider, network environment, or product, and may change without notice. All devices must be connected to Wi-Fi or other wireless network, and registered with a single Samsung Account. SmartThings features and specifications may vary depending on the product and region/country. Images and on-screen contents are simulated for illustrative purposes. Actual user interface (UI) may vary depending on software version, model, region and other factors. The maximum number of devices that can be connected to SmartThings is 300 per location. However, the maximum number of devices that can be connected may be limited depending on the user’s network environment. Up to 10 locations per account can be used, up to 20 rooms per location, and up to 20 members can be invited per account by the administrator who registered the location.

[2] AI Pro Cooking is a feature that uses an internal camera and AI to support cooking functions such as monitoring. Only available on certain models.