Samsung Electronics has set up Sam-sung Electronics Air Conditioner Europe (SEACE) in Amsterdam, the Netherlands. SEACE, a dedicated sales office for air conditioners in Europe, began operations in January 2017, and is expected to strengthen the company’s sales activities which were previously operated by each office across 17 European countries.
The move is part of Samsung’s efforts to expand its air conditioning business in the European market. The company estimates that Europe is the second -largest business-to-business (B2B) air conditioning market in the world. The market grew by US$ 3.6
billion in value in 2016, and is forecast to increase to US$ 4.2 billion by 2020.