Expect to see more Samsung appliances in new construction US homes

Samsung has established itself as a leading home appliance brand in the United States. The company has done that by largely focusing on sales to consumers. It has built up a solid reputation of reliability so customers now actively seek out Samsung appliances.

The Korean giant wants to replicate that success in a different realm, where new construction US homes would come with built-in Samsung appliances, unlocking a new area of significant growth for the company.

The built-in appliance market in the US has largely been dominated by legacy brands like Whirlpool, General Electric, and Miele. Even though Samsung may outpace them in the consumer market, it still has a significant gap to them in the built-in segment, because construction companies have developed reliable partnerships with those brands for decades.

Samsung expands its consumer reach through partnerships with major retailers in the United States but that doesn't do much to establish it as the preferred option for developers building new construction homes in the US. It needs to partner with US construction companies for that.

We've seen Samsung start to focus on that a lot more. It signed a deal with Clayton Home Building, the largest single-family home builder in the US, to supply built-in kitchen appliances for the builder's new homes in a multi-year partnership. Samsung also got its smart home tech integrated in real estate firm Flow's new 422-unit project in Miami.

Samsung does have sufficient high-end products in this segment, thanks to its 2016 acquisition of US luxury appliance brand Dacor, that continues to sell high-premium products under its own brand. As of 2022, Dacor's sales had doubled following its acquisition by Samsung. It remains a bonafide option for developers seeking luxury built-in appliances for their new construction US homes.