In 2023, the absolute focus on connectivity, sustainability and design

Very busy during Partner Event in Maarssen 

At Samsung, they can be more than satisfied. The annual Partner Event in Maarssen - held in mid-March - was very well attended. The independent press present was almost unanimous in concluding that the innovative power shown during the partner days was impressive and that the company - certainly as a (still) relatively new player in the kitchen industry - will in time certainly aim high in capturing a substantial market share. The enthusiasm of the kitchen specialty stores in the Netherlands for Samsung is certainly growing by the day... And that's a good sign!

In any case, the common thread in Maarssen was clear: a lot of focus at Samsung for the year 2023 is on the three important themes: connectivity, sustainability and design. All three of these components came up again and again during the excellent presentations during the various tours that were given. 

Maxime Parein, in charge of marketing the Home Appliance Division at Samsung, is therefore becoming more confident by the day that Samsung is a definite stayer in the field of kitchen appliances. 'We Are Here To Stay,' he once said in an interview with Kitchen Construction. Given the reactions at the Partner Event, that promise seems to be fulfilled. The visiting kitchen specialty stores, which incidentally noticed that the 'ordinary employees' had also come along and that it wasn't just the directors/owners who were brightening up, were full of praise for the way in which Samsung presented the novelties. Follow-up meetings with the Samsung account managers seem guaranteed in the weeks following the Partner Event!

Sustainability and connectivity

"I think we are already very far ahead product-wise and the professional trade sees that," says a visibly elated Maxime, who is thoroughly enjoying the hustle and bustle in Maarssen. "On the one hand, when developing our product lines, we are looking at how to produce especially energy-efficient equipment. On the other hand, we are always looking very closely at how we can combine all that as optimally as possible with Artificial Intelligence. Sustainability and connectivity - smart thinking! - thus go hand in hand. So I'm convinced that with our devices, consumers can take a hit in their desire to save energy. You can literally see in euros what you consume. It totally falls into the zeitgeist of today. But our range is also thinking along because of the smart AI. We are therefore doing our part for healthier eating. Or in other words: the consumer is well supported by us in preparing healthy dishes."

Maxime explains that compared to last year - when a Partner Event was also held - developments have mainly continued. "Think, for example, of being able to watch the oven live via a camera.

That's a huge boost to convenience. But also, an app indicates how you can enjoy fruits and vegetables in your fridge longer, for example, by allowing you to set the humidity of your fridge yourself." 

In addition, the refrigerators and fridge-freezers fit seamlessly into the interior thanks to the various colors and finishes available. "After all, the eye wants something too," says Maxime. 

"We may still be a relatively new player in the kitchen industry, but we benefit from the strength of our other Samsung-branded products," Maxime explains. "So that extra connectedness is something that people associate us with. That's going to work in our favor. The market knows that with us the technological smarts are above average."

Technical knowledge

"The core of the questions we were asked in Maarssen focused on the energy efficiency of our equipment. And, ease of use," says Maxime. "Well, I think we comprehensively meet all the requirements there with our range. Also due to the technical knowledge we can adopt from the other sections of our global organization. So it is from this vision that the various new production lines with the latest innovations have been developed in recent years. That is in fact the core of our story to the kitchen retailers."

According to Maxime, the trade meanwhile also sees that the company can provide good marketing and communication support.
"And, one can see that in the past year we have also been able to get our own kitchen team in good shape. Of course, we are also going to communicate directly with consumers. Of course, for us the trade remains the first driving force, but how great is it if at some point the consumer does walk into the kitchen specialty store and immediately talks about Samsung appliances. We are therefore going to target those end users with the credo 'Smart, Stylish, Samsung'."

Gault & Millau

Maxime explains that - as part of its consumer marketing - Samsung has also committed to the well-known restaurant guide Gault & Millau for the next three years. "We have established an interesting partnership with them," he says. "We believe in ambassadorship of young emerging chefs with new talents. Young people, buying their first kitchen, will want to associate themselves with that as well."

In addition, Maxime is convinced that there is still much to gain in the remodeling market in the Netherlands. "Well, the housing market in the Netherlands is locked," he says. "We all agree on that. But when the Dutch start renovating, they often tackle the kitchen first. That's exactly where we want to come in. After all, people want to invest in the place where they live, and they are looking for more and more convenience. Samsung is therefore - I'm convinced - the brand they will be eager to embrace at some point. Simply because they see that it brings something and is also pleasing to the eye, reasoned from the always beautiful design."