Samsung Electronics West Africa, in partnership with accredited local partners, stepped up its nationwide market expansion drive in Nigeria with a massive roll out of about 90 Samsung brand stores across the country in the last six months, in a move to ensure that leading-edge, world-class consumer electronics and home appliances remain accessible to Nigerians.

According to Samsung, the retail expansion drive is designed to provide Nigerians with an exciting avenue to interact with Samsung’s full range of audio visual solutions and an extensive range of premium household appliances in one easily-accessible location, whilst creating widespread destinations where consumers can experience firsthand Samsung’s extensive product ecosystem and receive personalised service from trained sales consultants.

Interestingly, the electronic giant has buoyed its customers with the unveiling of the world’s first curve and ultra-high-definition television, first sold in Nigeria.

Mr. Sunil Kumar, director of Consumer Electronics at Samsung Electronics West Africa, described the move as a confirmation of Samsung’s effort to make connected lifestyle products and solutions more accessible, and to offer the most consumer-centric engagement in a retail environment.

“Over the years, Samsung has made strong in-roads with its consumers in Nigeria. We consider the country as a key entry point into Africa. With the growing importance of the region as a primary world market for our premium consumer electronics, maintaining a strong top-of-mind position in Nigeria holds considerable importance for us from a business perspective. Our ongoing expansion drive in the country marks our commitment to delivering excellent products and services to our consumers.

“We see bright prospects for Nigeria’s future economically, and we expect consumer sentiment to remain positive and indeed move from strength to strength. We believe that this is the right time to expand our footprint across the retail space,” he said.

Kumar added that Samsung is focusing on adding more retail hubs to the company’s more than 90 brand shops nationwide to create more convenient buying experiences for consumers.

Samsung’s ongoing retail expansion comes on the heels of the company’s unveiling of premium products including the new curved and ultra-high-definition televisions and the WW9000 washing machine, both of which are on display at the stores.

Other cutting-edge gadgets on display include the company’s latest range of side-by-side refrigerators incorporating Space Max technology, which ensures that the products have thinner walls to provide more capacity on the inside while maintaining the same external size and a new Smart digital inverter air conditioner series with a striking triangle body design.

Others are a new line-up of premium appliances for the at-home chef, comprising modern appliances that incorporate insight from some of the world’s top professional chefs, among others. In addition, client service requirements will be simplified in-store by the company’s highly trained technical representatives.

On his part, the company’s Head of Consumer Electronics and Home Appliances, Parikshit Chadna described the brand stores’ roll out as a testament to the strength of Samsung as a brand in Nigeria and the customer loyalty that the company has built over the years.

“At Samsung, our retail strategy is influenced by our broader consumer-focused approach on providing compelling products and experiences that address consumer needs. We don’t just deliver innovative technology but rather design beautiful products which are smart, easy to use and eco-friendly. We remain committed to maintaining our strong leadership position by expanding our retail footprint and by providing unprecedented levels of service and education on all of our products,” he said.

He urged the public to visit the company’s brand stores and discover for themselves how Samsung combines simple and elegant design with enhanced user experience.

Samsung Electronics Co. Limited is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, the company is transforming the worlds of televisions, home appliances, LTE systems, smartphones, personal computers, printers, cameras, semiconductors and LED solutions.

The Group employs 236,000 people across 79 countries with annual sales of US$187.8 billion.