IFA Berlin | SHOW REVIEW


Samsung at the City Cube


Aquamatic – the smallest washer on the market, it says. There was also a new RapidÓ Pro washer and the A-class RapidÓ Pro tumble-dryer offers a series of quick cycles. The hOn app lets users take a picture of the washing and the machine will choose the best cycle and load distribution. Nearby, BSH had taken over all of Hall 1.1 to display its new Bosch and Siemens products.


In cooling, Siemens had a new 600mm and 700mm no-frost fridge- freezer with 0°C compartment and 29dB noise performance. There was also a 906mm French door model with backlight in the fridge and a wine chiller that sits between the top and bottom compartments. In the iQ700 Studio Line there was a new side-by side with push-to-open doors with Home Connect and Alexa control. In laundry, there was a new iQ700 washer and dryer with rotary control dial and angled interface panel. Six stain removal programs are standard but 10 more can be downloaded.


‘A strong offering for


our retail partners’ Tanya Weller, marketing director for home appliances, Samsung Electronics UK


Q & A


Q: Is built-in a growing and increasingly significant sector for Samsung? A: Built-in is a big opportunity for us and there is a big investment and focus [on it]. We had a rather disjointed range before – it wasn’t easy to navigate and we had quite a few holes, but now with the new range we are really confident we can offer our retail partners a strong offering, with really strong product differentiation to make people want to work up through the range.


Q: Are sales of built-in now climbing for Samsung? A: We are confident that by the end of the year we will double our built-in kitchen business. We are growing in distribution and KBB was a really successful show for us. We have some really strong displays across the country and within our existing distribution base around 90% of them have now taken on the new ranging. We are growing that distribution constantly.


October 2022 · The Beko stand


Siemens area in the BSH Hall at IFA


Also new were iQ700 downdraft induction hobs in 600mm, 700mm and 800m widths with Flexi Zones that are configurable in different ways according to the model.


BSH debuted its new Smart Kitchen Dock at IFA, which has Alexa built in and connects all of a user’s Siemens appliances. It can also access Kitchen Stories for recipes. All functions can be controlled by voice command. This is scheduled for launch at the beginning of next year.


There is also a ‘mini load’ option for single items to reduce energy and water usage.


On to cooking and the new iQ700 Studio Line ovens feature glass handles for a handleless look and a


large touch display to select food types and recipes. A camera detects the browning level and will switch off automatically. There is also a variant that has full steam cooking combined with microwave and convection.


Q: How important is the kitchen studio market to Samsung and is it now being seen as a big opportunity in light of the supply bottlenecks that have afflicted the sector? A: If you look at the investment we’re making in the product and in outbound calls and dedicated aftercare for the kitchen channel, these are things you don’t do unless you really mean it. The fact that we have dedicated marketing and have relaunched our Kitchen Circle studio programme shows how serious we are. Everyone has had their problems, but we are confident that we have plenty of stock available for built-in right now.


Q: In terms of sustainability, retailers tell us that people are just not coming in asking for it… A: Energy bills are going to go up again in October and I think consumers are going to start asking about it. Recent tests have shown that our Dual Cook Flex ovens can save 25% when you just use the upper oven. Consumers are saying that if they can get [sustainability] on top of all these brilliant features, why not?


Moving on to Bosch, the new Accent Line Serie 8 ovens were on show with a new digital control ring in a choice of three sizes and an integrated AirFry tray. Bosch also had a new freestanding B-rated fridge-freezer with a noise performance of 29dB. There were also new wine coolers, both built-under and freestanding. Over on the Beko stand, one of the highlights was its new Save Water line that can save 7.8 litres per cycle. The tumble-dryer stores the clean water it gets from drying and transfers it to the washing machine for its next cycle. The dishwasher also collects the final clean rinsing water and reuses it for the next cycle, consuming only 6.9 litres for a full load. Meanwhile, the Aquatech washing machine premixes water with detergent for better cleaning and uses up to 30% less energy than the A class limit.


In cooking, Beko showed ovens with a split cooking function and three kinds of steam cooking, as well as a new hob with a booster function and fast warm-up.


Samsung took over the massive 6,000sq m City Cube for its show with everything from TVs to MDAs. New appliances included the premium Bespoke Infinite Line due for release next year. This included a swipe-to- open integrated fridge-freezer with beverage centre. Samsung also had its very first full-length wine cooler and a separate fridge and freezer with cocktail ice tray. There was also a C-rated side-by-side refrigerator that Samsung says is the most efficient US-style model on the market. There were new ovens too, with the Series 4 model featuring a dual dial, microwave, full steam, air sous


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