Exhibition and sale of premium products such as TVs, refrigerators, washing machines, and smartphones

Samsung Electronics has opened a brand shop in the Cuban market, becoming the first global IT company to do so, and has set out to target the home appliance market.

On the 26th (local time), Samsung Electronics opened a Samsung brand shop in Havana, the capital of Cuba, together with local distributor TRD (CADENA DE TIENDAS TRD CARIBE) and held a related event.

The brand shop, which opened with a total area of 219 square meters, displays and sells Samsung Electronics' premium products such as TVs, refrigerators, washing machines, and smartphones. TRD, which handles local sales, is a major distributor specializing in home appliance sales and holds significant influence, accounting for more than 50% of the entire Cuban home appliance market.

Samsung Electronics expects that the opening of the brand shop will contribute significantly to expanding its premium home appliance brand image, as well as boosting product sales.

In fact, to target the Cuban market, Samsung Electronics has participated in the Havana Expo Cuba Convention, the largest international event, since 2012, exhibiting TVs, refrigerators, washing machines, and air conditioners. In 2013 and 2014, its Smart TVs were recognized for their excellence in design and performance, winning the Best Design Award and the Best Function Award, thereby building a premium image.

In particular, last February, it participated as the sole main sponsor of the Cuban Ironman Triathlon, an internationally recognized competition.

Meanwhile, Samsung Electronics plans to introduce a QLED TV in the Cuban market in July that redefines the standard of picture quality with new Quantum Dot technology, and will begin exhibitions and sales through brand shops.

Samsung QLED TVs have already attracted the attention of consumers by installing large outdoor advertisements at Havana International Airport, the country's primary airport, to target the Cuban market, and plans to strengthen local marketing by expanding to 10 major airports in the future.

"We expect Samsung Electronics Latin America General Manager, Vice President Kim Jeong-hwan, to play an important role in expanding home appliance sales in Cuba," said Kim. "We will continue to strengthen innovative premium products and localized marketing to establish a firm No. 1 position in the Cuban premium market."