Samsung eyes cooling boom as deadly heatwaves engulf Europe

Jul 06, 2026, 09:39 am

As an unprecedented heatwave grips Europe, driving a sharp surge in cooling demand, Samsung Electronics is fast-tracking its push into the heating, ventilation, and air conditioning (HVAC) market, focusing heavily on premium hotels and large-scale residential complexes. As the prolonged heatwave triggers growing demand for both new installations and system replacements across commercial properties and major projects, the company is intensifying its business-to-business (B2B) market strategy.

According to Samsung Electronics on July 5, WindFree air conditioners—first introduced by the company in 2016—surpassed 20 million units in cumulative global sales this year, marking the tenth anniversary of the product lineup. Leveraging this milestone, Samsung is actively scaling up its B2B supply contracts across the global market. In Europe, the company is targeting the premium segment by expanding the supply of high-efficiency HVAC solutions to hotels and commercial landmarks.

Data from the International Energy Agency (IEA) reveals that Europe's air conditioning penetration rate remains relatively low at around 20% compared to other major regions. According to official national statistics and market research firms, while southern Europe exhibits penetration rates between 40% and 60%, western Europe—including France—stands at a mere 25%. Mild historical climates, a cultural preference for natural ventilation, and strict building regulations aimed at preserving historical architecture have historically slowed the adoption of cooling infrastructure.

However, with heatwaves becoming more frequent and severe, demand for portable cooling units that do not require extensive installation is climbing, alongside a sharp rise in interest in building-wide central HVAC systems. In response to these market shifts, Samsung is expanding its European footprint by offering advanced HVAC solutions designed to optimize energy efficiency while minimizing structural alterations to properties.

In April, Samsung supplied its commercial HVAC solutions to the Hotel Marriott Trieste in Italy. The hotel, housed in a remodeled historical building, faced stringent cultural heritage preservation requirements. To accommodate these regulations, Samsung installed its WindFree 4Way Cassette systems, which feature a highly compact profile with a height of just 204 mm, successfully minimizing structural impact. Additionally, the company supplied its large-capacity DVM S2+ (R32) outdoor units, which minimize structural footprint by connecting up to 64 indoor units to a single outdoor system.

Samsung also supplied its system air conditioners to the Hotel Esmeralda in Calpe, Spain. The hotel, which originally opened in 1993, carried out a project to replace its aging cooling facilities with latest HVAC systems to boost energy efficiency, and Samsung provided products equipped with AI-based energy-saving features.

Industry experts project that as heatwaves become a regular occurrence in Europe, demand for HVAC systems will steadily grow, centered around commercial projects including hotels, offices, and residential complexes. In line with this trend, Samsung plans to expand its B2B market penetration by leveraging its WindFree cooling solutions and AI-driven energy management features.

Its product competitiveness is gaining recognition as well. In a recent survey published by the German Institute for Quality and Finance (ITQF) in Italy, titled "Best Value for Money 2026," Samsung ranked first in the air conditioner category for the sixth consecutive year and topped the heat pump category for the third consecutive year.

Capitalizing on the synergy with Germany's FläktGroup, which it acquired last year, Samsung intends to further scale up its European HVAC business. Alongside these efforts, the company will strengthen its global HVAC operations by expanding the supply of its WindFree solutions to large-scale residential developments and hospitals across markets including Vietnam, India, and Paraguay.

Lee Ji-sun

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