How Samsung won over Italian housewives and achieved No. 1 in 14 years
Corso Sempione, a renowned furniture district in Milan, Italy, was showcased on Apr. 17. It featured prominent displays of built-in refrigerators and ovens by Scavolini and Rube, two of Italy’s top kitchen furniture brands. These appliances, designed to integrate seamlessly with the furniture, are manufactured by Samsung Electronics specifically for the Italian market.
Seok Hye-mi, a manager at Samsung Electronics Italy, said, “In the European built-in appliance market, achieving a perfect fit with furniture is crucial, and even a one-millimeter discrepancy can determine whether a product makes it into the distribution network or not.”
A view of a Samsung Electronics store located within the Media World electronics retailer in downtown Milan, Italy./Samsung Electronics
Samsung Electronics recently achieved the leading position in the Italian appliance market for both washing machines and refrigerators for the first time. This milestone reached 14 years after the company entered Europe and saw it surpassing traditional European brands such as Bosch, Siemens, Electrolux, and Miele. Samsung’s success can be attributed to strategic collaborations with major local luxury furniture brands and the development of products uniquely tailored for the European market, such as the ‘Dual Cook Flex’ oven. This innovative appliance features a divided interior, allowing users to cook two dishes simultaneously, perfect for preparing a main dish and a dessert together.
A Samsung representative said, “In Europe, where many homes are smaller, free-standing refrigerators remain popular. We are challenged to design appliances that meet the specific dimensions required by furniture companies and integrate smoothly with existing furniture designs. Developing these specialized products and setting up new production lines demands advanced technology and is far from simple.”
The strategy to penetrate local markets involves navigating the furniture distribution chains prevalent in Europe, where furniture is typically selected before appliances. Furniture companies often suggest appliances that complement their brand’s aesthetic, and Samsung has structured its sales operations in Europe to align closely with this practice.
Seok said, “Historically, families would choose traditional brands like Bosch and Miele, which would be handed down through generations. However, there’s a shifting trend among younger consumers who are now gravitating towards more contemporary options.”