April 2026
ertonline.co.uk Samsung Bespoke Series 8 AI Energy washing machine
Having previously led the UK and Ireland TV business before heading up the wider TV and AV category, he now oversees a much broader portfolio that includes appliances, sales, marketing and product management functions. “It’s an enviable opportunity, but also a significant responsibility,” he acknowledges. One of the most important elements of the new structure is the creation of a fully integrated marketing organisation, designed to deliver consistent messaging across all product categories.
By combining expertise across product categories, Samsung aims to unlock new opportunities for cross-category development and integration, particularly in areas such as connectivity, artificial intelligence and smart home management.
A key enabler of this vision is SmartThings, Samsung’s platform for controlling and connecting devices across the home. “Consumers increasingly expect a seamless experience across all their devices,” Mr Harvie shares. “SmartThings provides a single point of entry to manage everything, from TVs and appliances to mobile devices and beyond.” The ambition is not just about convenience, but about creating personalised experiences tailored to individual households. From intelligent cooking recommendations to synchronised entertainment systems, with the end goal to make technology feel more intuitive and integrated into everyday life. Mr Harvie also highlights the growing role of
AI across Samsung’s product range, noting that features once considered futuristic are quickly becoming mainstream. “We took a bold stance on AI a few years ago,” he says. “At the time, there was some hesitation from consumers, but now it’s part of daily life. That adoption curve has been incredibly fast.”
Broad responsibility For Mr Harvie personally, the creation of the HEA division marks a significant step in his career with Samsung.
Samsung Series 8 AI Energy SpaceMax WW11DB8B95GBU1 11 kg Washing Machine
This team is led by Zeena Hill, who Mr Harvie describes as heading an “integrated powerhouse” responsible for shaping Samsung’s brand storytelling and go-to-market strategies. “The ability to tell joined-up stories across multiple product categories is a huge opportunity for us,” he says. “It allows us to engage consumers in a more meaningful way and showcase the full value of our ecosystem.”
Strengthening Samsung Samsung already holds a dominant position in several key categories, particularly in televisions, where it has been the global market leader for two decades.
In the UK and Ireland, the company also enjoys strong positions in refrigeration and laundry, supported by ongoing innovation and the integration of smart technologies. However, Mr Harvie is keen to emphasise that
there is still significant headroom for growth, particularly in categories such as cooking appliances and floorcare.
“There are areas where we see strong growth potential,” he says. “By bringing our categories together, we’re better positioned to unlock those opportunities.” He points to the increasing overlap between
product ownership categories as a key driver of future expansion. “If you imagine a Venn diagram of mobile, TV and appliances, the space in the middle, where consumers own multiple Samsung devices, is growing all the time,” Mr Harvie explains. “That’s where the real opportunity lies.”
What it means for retail partners For Samsung’s retail partners, particularly independent electrical retailers, the structural shift is expected to bring both continuity and new opportunities.
On a practical level, Mr Harvie stresses that specialist sales and product management roles will remain in place, ensuring that retailers continue to benefit from category expertise. “The sales interface will remain familiar in many ways,” he says. “We recognise the importance of specialist knowledge within each category.” However, the real transformation lies in how Samsung will support retailers through marketing, merchandising and storytelling. “With an integrated structure, we can
create more cohesive campaigns and in-store experiences,” Harvie explains. “That means better displays, more consistent messaging and stronger product narratives.”
He also highlights the potential for cross- category promotions tied to key events and seasonal moments. >>
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