BERLIN, Germany - September 2, 2010 - Under the ethos of "Smart Thinking, Simple Living," Samsung Electronics Co. Ltd. Digital Appliances Division opened its booth at IFA today, taking its place amongst the major Home Appliance brands. This year's booth marks the first time Samsung's Digital Appliances Division has appeared independently at IFA (Samsung's TV and mobile products can be found in Hall 20). Located in Hall 5.1, Samsung's booth is dedicated solely to home appliances and is the largest space Samsung has ever dedicated to home appliances at IFA.
Innovations
Samsung's mission is to develop highly innovative and intelligent products that provide an enhanced lifestyle free of hassle from everyday household tasks. In line with this mission, Samsung is unveiling a breakthrough appliance, the Eco Bubble Washing Machine, which will be available across Europe and delivers outstanding wash performance, energy savings and fabric care.
As the leading global brand for side-by-side refrigeration, Samsung is continuously striving to provide globally acknowledged No.1 refrigeration products, while matching local design preferences and features. At IFA, Samsung is displaying its latest refrigerators; theH-Series, has superior design and capacity improvements and the new combined fridge-freezer RL55/RL52 products have an intelligent touch-screen LCD control system. Samsung will also show its innovation in the cooking space with the OmniProMicrowave that intelligently adjusts for optimum results. Rounding out its appliance ranges this year are Samsung's first tumble dryer, dishwasher and built-in fridge freezer.
In addition to all these product advancements, the booth will showcase Samsung's expertise in convergence and Digital Leadership, while Samsung's Eco Zone will show the latest approaches being adopted for reducing environmental impact.
Digital Appliance Vision
Samsung's executives revealed their goal to become a top industry player, not just in Europe, but globally. The strategy of the Samsung Digital Appliances Business is underlined by ongoing changes being made to accelerate the 'localization' of Samsung's business to meet the needs most important to Europeans. Three key factors have been enhanced with the above vision in mind:
- The European Research Center for Home Appliances was created in 2006 in Stuttgart, Germany, with a focus on ensuring quality and satisfaction - a mission that is proving to be fruitfulwith Samsung's recent awards such as from Stiftung Warentest for laundry and floor care products and approval level in consumer tests across Europe.
- Samsung also established Design Centers in London and Milan to study the latest design trends and make sure that their products are developed with European tastes in mind.
- Finally, a manufacturing base in Poland was established this year with assembly lines for refrigerators and washing machines. This acquisition provided Samsung with the assets it needs toreach for the top of Europe's home appliance market.
"Samsung overcame a difficult economy in 2009 and Europe continued to be a strong hub for both production and rising sales," said ChangWan Hong, executive vice president of the Samsung Digital Appliances Business. "In the second half of 2010 and into 2011, we must continue to tap into the fervent passion for consumer electronics in this region by providing our consumers a relentless stream ofnew products based on technologies that enhance convergence, sustainability, superior design and service."
