South Korea’s Samsung will launch the first three of a planned network of North American stores this coming week, timed to coincide with the expected release of its next-generation Galaxy smartphone. The smartphone-focused Samsung US stores will open in the Roosevelt Field mall in Garden City; the Americana at Brand in Los Angeles; and Galleria in Houston. The openings have been interpreted as a branding exercise more than a sales driver by some industry experts, given the predominance of Apple iPhones in America. Samsung currently has 24 per cent of the US market, as opposed to Apple’s 44 per cent, with both manufacturers selling most of their handsets through carrier-operated stores.
“Our new Samsung Experience Stores are spaces to experience and see Samsung technology brought to life, to empower people to do what they never thought was possible before”, said president and CEO of Samsung Electronics America YH Eom.
“We want to build a ‘playground’ for Samsung fans – a place to learn about and try out all of the amazing new products we have to offer.”
The Samsung US stores will encourage visitors to linger in-store while experimenting with the brand’s 4D VR and immersive 4K gaming products.
Samsung’s Galaxy Unpacked 2019 presentation, scheduled for San Francisco on Wednesday, is widely rumoured to serve as a launchpad for a new foldable phone.