[Report] Visiting Best Buy in the U.S.: Samsung Targets the Local Market With "Trust Over Cost-Effectiveness"

Samsung Appliances Take Center Stage at Leading U.S. Retailer Best Buy
Main Store Area Showcases Samsung Products
Home Appliances Tailored to Local Needs, Enhanced with AI Features
U.S. Vice President: "New Lineup to Launch This Year"

On the 8th (local time), we visited the Best Buy home appliance store located in the Arroyo shopping district, about a 10 to 20-minute drive from downtown Las Vegas, USA. Upon entering the large store, which is about half the size of a soccer field, we found it filled with home appliances and TVs from various brands. At the very front and center of the home appliance section, Samsung Electronics' 'Bespoke AI Combo' and 'Bespoke AI Vented Combo' washer-dryers, as well as the 'Bespoke AI Top Load Washer,' which remains in high demand in the U.S. market, were displayed side by side.

Photo of Best Buy store in Las Vegas, USA. Photo by Joint Press Team.

Best Buy is a leading home appliance and IT retail chain in the United States, with around 1,000 stores nationwide, and features exhibition spaces specializing in the latest technology and premium appliances. In particular, it serves as a 'testbed' by being the first to display new products announced by global electronics companies at the world's largest home appliance and IT exhibition, CES 2026, to gauge consumer reactions.

The Samsung Electronics brand showroom is a dedicated 'shop in shop' space operated in strategic partnership with Best Buy. It has been in operation since 2015, the year after Samsung acquired the SmartThings device connectivity platform. Currently, there are about 150 Samsung brand showrooms in Best Buy stores across major U.S. tech hubs such as San Francisco, Dallas, and Houston.

The United States is known for having larger average living spaces compared to other regions and a family-oriented culture that favors home cooking over dining out. For this reason, the market values ▲large capacity ▲powerful performance ▲long-lasting durability. With a relatively long history of home appliance adoption, it is also considered a mature market where trust in products and brands must be well established before purchase decisions are made.

'AI Home Appliances' and SmartThings Spreading in U.S. Stores

Photo of Samsung Electronics products at Best Buy store in Las Vegas, USA. Photo by Joint Press Corps.

The showroom at this Las Vegas store features 9-inch and 32-inch Family Hub refrigerators, slide-in ranges and double ovens tailored for the U.S. market, and washer-dryer products. These products are equipped with screens and functions such as recognizing ingredients and food with cameras, or controlling features by voice. Customers can directly experience the convenience of AI features and SmartThings connectivity by using the screens on the Family Hub, cooking appliances, and washer-dryers in the store.

Right next to the brand showroom is a consulting area staffed by Best Buy's professional consultants. Grace Salas, an employee, said, "In the past, many customers perceived AI home appliances as complicated or difficult to use, but these days, customers who visit the store are definitely more familiar with AI. The number of people asking about new AI features has also increased significantly."

As of December last year, there were about 81 million SmartThings users in the United States, continuing double-digit growth compared to the previous year. The most frequently used service is SmartThings Energy, which achieved a total energy savings of 1.6 gigawatt-hours (GWh) in the U.S. over the past year.

Researching Local Characteristics, Best-Selling U.S.-Exclusive Products

Damon Ekstam, Senior Manager of the Consumer Electronics Division at Samsung Electronics America, is explaining Samsung Electronics AI home appliances at the Best Buy store in Las Vegas, USA, on the 8th (local time). Photo by the joint press corps.

Samsung Electronics has also launched products specifically designed for U.S. consumers, reflecting local characteristics. Last year, Samsung released the Vented Type 'Bespoke AI Combo' washer-dryer, tailored to the structure of American homes. Damon Ekstam, Senior Manager of the Consumer Electronics Division at Samsung Electronics America, said, "More than 80% of all U.S. households are single-family homes, and it's common for people to use a washer and dryer side by side." This year, total sales of the 'Bespoke AI Combo' in the U.S. grew by over 70% compared to the previous year. In addition, Samsung Electronics' market share in the integrated washer-dryer segment surpassed 50%.

Furthermore, since electricity rates in the U.S. vary by city, a local official explained that using the 'AI laundry function' can help save on electricity bills.

In collaboration with Best Buy, Samsung Electronics launched its first screen refrigerator, the 'HomePAD Refrigerator,' in the U.S. in 2003. Considering the American family culture of spending a lot of time together at the dining table, Samsung introduced a refrigerator that serves as a hub, featuring entertainment functions and information-sharing capabilities for families.

"Trust Over Cost-Effectiveness, Growth Potential in the U.S. Market"

Michael P. McDermott, Vice President of Consumer Electronics (CE) Division at Samsung Electronics America, is explaining Samsung Electronics AI home appliances at the Best Buy store in Las Vegas, USA. Photo by Joint Press Corps.

Samsung Electronics plans to target the local market even more aggressively this year. Michael P. McDermott, Vice President of the Consumer Electronics Division at Samsung Electronics America, said on-site, "We plan to introduce a new lineup of cooking appliances to the market in the second quarter of this year. Since stainless steel finishes are very important to U.S. consumers, we will launch a lineup with an even higher level of finish." He added, "Samsung Electronics is the only company with vented type combo products, and since their market share is still small, we expect significant growth potential. We plan to expand promotional discounts and connected experiences as we operate our business this year."

He also said that new robot vacuum models with enhanced AI features such as contamination detection and obstacle avoidance are planned for release in the U.S. market in the second half of the year.

Regarding brand differentiation in the U.S., he stated, "We have firmly established our reputation and position as a premium brand in the U.S. market, and we will continue to strengthen our competitiveness in durability, reliability, and quality." He added that the company is working to further enhance reliability through product warranty benefits and software updates.

Regarding global competition, including Chinese rivals, he said, "Home appliances are typically used for more than 10 years once purchased. So, no matter how cheap, Americans tend to choose brands they can trust rather than simply buying unreliable brands. Consumers are more interested in capacity and features than in price."