Samsung Electronics is stepping up its push into the premium appliance market by expanding stores for its luxury built-in appliance brand ‘Dacor.’
‘Dacor’ is a leading American luxury appliance brand founded in 1948 in California and acquired by Samsung Electronics in 2016. It offers the ideal option for consumers seeking a ‘True Built-in’ that integrates seamlessly with their kitchen cabinetry. Starting with the Shinsegae Department Store Gangnam branch, Dacor plans to create new spaces where customers can experience the brand at major department stores, including the Hyundai Department Store Trade Center branch and the Lotte Department Store Main and Jamsil branches. ‘Dacor’ has expanded its business centered on the B2B market, such as domestic premium residential-commercial complex apartments and resorts. Representative examples include Nine One Hannam, Yongpyong Resort Apolis Condo, Seoul Forest Acro Forest, Raemian Leaders One, and Raemian One Bailey.
Buoyed by its successful establishment in the B2B market, Samsung Electronics plans to expand the brand’s exhibition spaces and focus on capturing the B2C market as well. Its strategy is to strengthen the connection between ‘Dacor’ and ‘Samsung Electronics’ across both the B2B and B2C business domains, further elevating the brand’s stature. A representative product for capturing the premium B2C market is the ‘built-in refrigerator.’ Its strengths lie in an unrivaled design that keeps ingredients fresh with premium metal wrapping the entire interior front, delivering not only stable temperature and hygiene but also completing the luxurious feel of the kitchen interior. In addition, Dacor’s ‘wine cellar’ stores wine in an ultra-stable temperature state, protecting it from △heat △light △humidity △vibration like a deep, tranquil wine aging cellar. Furthermore, cooking appliances such as the ‘oven,’ which brings out deep flavors faster and more powerfully with dual convection and steam functions, and the ‘induction cooktop,’ equipped with an LCD display and an automatic hood on/off function, draw on Dacor’s long experience and technology to produce dishes rivaling those of a professional chef.
A Samsung Electronics official said, “We have expanded our exhibition spaces to share the premium appliance experience Dacor offers with even more customers on a broader scale,” adding, “We will continue to deliver more differentiated experiences and value in the luxury built-in appliance market.” 02-2255-0114