Forward-thinking innovation brings tantalizing inspiration to the kitchen

An increasing number of kitchen specialty stores in the Netherlands have already made the choice to include Samsung Electronics' relatively new appliances in their assortment. We also see that designers, and (interior) architects are also adopting the ovens, dishwashers, hobs, extractor hoods and refrigerators and refrigerators from the reputed global brand. Reputable because innovation has always been high on the tech giant's agenda. And, because its other products - such as mobile phones, for example - are reputable.

Speaking is Maxime Parein, Head of Marketing Home Appliances Benelux at Samsung Electronics. "Yes, we are relatively new in kitchen land," Maxime says immediately. "So we are now mainly in a phase where we like to tell people that we exist but that we also bring expertise from our other trade and market areas to create a new dimension in the kitchen market! We are developing a new perspective on cooking. We bring tantalizing inspiration to the kitchen."

Maxime explains: "Needless to say, we always go for good design. After all, the eye wants something too. But the exciting thing is definitely also on the inside. For example, our oven - the Dual Cook - has a thermal plate in the middle that allows you to actually split the oven into two halves. On each half you can then cook something at different (!) temperatures. The steam oven is also booming. Not only because people want to eat healthier, but if you want to bake a delicious cake at the same time, steam cooking and baking the cake don't have to get in the way of each other. They can be prepared at the same time! Call it sensible time management!"  

With wifi, you also easily link to your smartphone. "This way you can set up to receive notifications when, for example, the next step in the preparation process should be deployed. Or, when your meal is ready. For the hobby cooking enthusiast, this is ideal. On the one hand, you can keep trying all sorts of things yourself, but you are also helped by the technology."

Maxime explains that all innovation is based on extensive consumer research and in-house Research & Development. For example, Samsung invests an average of $40 million a day in its own R&D arm. "We believe that devices should be easy to operate. On intuition, in other words. But you can also add experience to this. Even on induction cooktops you can depict flames." 

Maxime also touches on combination refrigerators. "Flexibility is important. For example, if the refrigerator is full, you can turn the freezer section into a cooling area in an instant. We make consumers' lives more pleasant. And, not insignificantly: we help showroom salespeople to tell a relevant story to the customer as well. In addition, we inspire all designers: they too can tell this story to their customers."

When Maxime is asked where Samsung Electronics wants to be with its kitchen range in five years, he is full of ambition. " The trade and consumers will believe in us unconditionally then. We will be one of the big boys. Yes. We Are Here To Stay."

Learn more at: https://www.samsung.com/nl/cooking-appliances/