Samsung bolsters market position with Eurocucina presence

Korean appliance brand Samsung aims to elevate its brand image and reputation across Europe with its first ever appearance at the Eurocucina fair in Milan.

As part of its commitment to strengthening its presence in the European market, Samsung introduced its full built-in product line-up and connected technology at the show.

Speaking at a press conference during the fair, BK Kang, Samsung’s executive vice-president and head of global sales and marketing at its digital appliances business, said: “We’re very pleased to be showcasing our latest appliances here at Eurocucina in Milan for the first time.

“We hope our participation at Eurocucina signals our dedication to providing innovative home appliances that bring kitchens to life and give consumers real benefits they can experience every day.”

Among the range of products on show was its Dual Cook Flex oven, with Samsung’s Flexible Door innovation, which the brand described as an “EU-industry-first”. It gives users independent access to the upper oven compartment without losing heat and compromising cooking performance in the lower chamber. The upper and lower compartments can also be used as one large cavity by removing the divider.

Samsung also used its presence at Europe’s leading kitchen exhibition to “maximise its smart/IoT [Internet of Things] leadership” and “demonstrate its expertise in the field of smart-home/connected technology”.

On its stand, it used its Family Hub fridge-freezer to highlight how IoT products can work together in the home to “simplify and anticipate the needs of the user to make the kitchen experience better”.