Samsung Electronics opens built-in appliance showroom in Germany

Samsung Electronics has opened a permanent showroom for built-in appliances in Löhne, Germany, to strengthen its presence in the European B2B market. Located on the ground floor of the KitchenCenter Löhne, the 480-square-meter facility serves as a hub for product displays, business consultations, and industry training.

The showroom is designed around an AI-powered smart kitchen concept, allowing partners and customers to experience how Samsung appliances integrate with the SmartThings platform. Featured products include Bespoke AI refrigerators with Space Max technology, AI-driven dishwashers, and ovens with internal cameras for recipe suggestions.

To cater to European kitchen standards, the center also showcases specialized installation solutions, such as mounting cooktops above dishwashers to optimize space and attaching furniture door panels to appliances for a seamless aesthetic. Sang Jik Lee, Vice President of Samsung Electronics' Digital Appliances division, stated that the opening is a significant milestone in expanding the company’s built-in appliance business and reinforcing its premium brand positioning in Europe.