Samsung Opens German Showroom for Built-In Kitchen
Samsung has opened a permanent built-in appliance showroom in Löhne, Germany, to serve as a hub for European kitchen industry partners and advance its
Samsung Electronics has opened a new permanent showroom for its built-in kitchen appliances in Löhne, Germany. The facility, announced on September 22, 2026, is designed to give retailers, planners, and buyers year-round access to Samsung's portfolio and connected kitchen solutions.
Sang Jik Lee, Executive Vice President and Head of Sales & Marketing Team of Digital Appliances Business at Samsung Electronics, stated the opening marks an important step for the company's commitment to the European built-in appliance business. "We aim to deepen industry collaboration, strengthen Samsung’s premium positioning, and better capture opportunities in the European built-in market," Lee said.
Showroom Experience and Layout
The showroom moves beyond simple product displays by placing appliances in realistic kitchen settings. Trade visitors can experience how Samsung's AI-powered features and SmartThings connectivity create intuitive experiences. The layout demonstrates how the appliances fit into kitchens across different price segments.
Near the entrance, three distinct built-in kitchen packages allow for easy comparison of Samsung's product lineup. These displays show how the appliances complement various kitchen furniture concepts, including wood, white, and navy finishes.
Key Products on Display
A dedicated product zone presents the company's refrigeration, cooking, and dishwashing portfolios. Key items include the Extractor Induction Hob, an induction cooktop with an integrated extractor launched this year. Also featured are the Bespoke AI Dishwasher with AI Wash and the Bespoke AI Oven featuring AI Pro Cooking. Samsung's built-in and freestanding refrigerators are also on show.
At the center of the showroom, an open space supports product demonstrations, partner meetings, and training programs. Visitors can also receive an introduction to Samsung’s B2B platform, SPACE, for information on ordering and product specifications.
A Strategic European Hub
The new showroom also serves as Samsung's exhibition space for the Küchenmeile A30 trade fair. This event, held every September in the Löhne region, is one of Europe's leading B2B platforms for the kitchen and furniture industries. It attracts more than 25,000 visitors annually and features over 300 major brands.
The Löhne region is significant, as approximately two-thirds of Germany's kitchen industry is concentrated there. Samsung has participated in Küchenmeile A30 since 2013. The company states the new permanent showroom will provide a novel experience for the wide range of stakeholders visiting the event.
Initially focused on Germany, Samsung positions the showroom to become a regional demonstration, training, and collaboration hub for its teams and kitchen-industry partners across Europe.
