Samsung aims to lead the domestic appliances market

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At its European Forum 2013 in Monaco Samsung announced its ambition to lead the global domestic appliances industry.

The manufacturer laid out its vision of creating richer experiences for European consumers through its understanding of the region and its continuous investment in research and development. Samsung also declared that home appliances will become the focus of its growth plans and the company aims to become the world’s number one manufacturer of home appliances by 2015.

Samsung is going to target the premium end of the refrigeration, cooking and floorcare categories.

Russell Owens, head of digital appliances at Samsung, told IER: “With market leading positions globally in TV and mobile, home appliances is the next area targeted for growth. The size of the market is substantial (£3.9bn in the UK) and we have already built a strong position in some sectors (such as American SbS refrigeration). With the launch of our new bottom mounted freezer/refrigerator combi range and the F500 washing machine range, to be produced in our Poland factory, Samsung aims to substantially grow the core sectors of these two markets over the coming year.”

Mr Owens also revealed that Samsung plans to launch in April a fully integrated marketing campaign, to drive the awareness of its laundry, that will feature the ecobubble F500 range.

SPKim, president and CEOof Samsung Electronics Europe

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