Samsung's New Washing Machine Targets Region's Middle Class (

As Kenya’s middle class potential grows and yearns for convenient, smart and efficient gadgets, Samsung has reiterated its commitment to enriching the home experience by unveiling the Samsung Activ dualwash washing machine – a first of its kind with a built in sink.

“Our vision is to create happier homes through innovative technology. Samsung designs its home appliances, taking into consideration the consumers’ needs and aspirations, said Mr Robert Ngeru, VP, Samsung Electronics East Africa Limited. “We continuously design and innovate to make the daily home chores easier, saving time and effort for the family.”

Kenya’s middle class, estimated by the African Development Bank at 44.9 per cent, poses a great opportunity for the fast growth of industries such as real estate and consumer electronics. The middle class is greatly driven by a desire to achieve efficiency through purchase of gadgets and home appliances. According to 2013 Global Consumer Sentiment Report, between 60-90 per cent of African consumers are willing to spend more on durable goods such as cars and home appliances than on perishable goods.

“The market is changing. Kenyans are becoming more aware of what they need. The comfort machine is targeted at changing the laundry experience into a more exciting activity for the working class,” added Ngeru. “With the real estate market changing into apartment set up with limited space, this washing machine will enhance everyday washing from being a chore into pure pleasure.”

The Activ dualwash washing machine, dubbed the comfort machine, comes with a built-in sink that will enable a consumer to pre-treat heavy soiled clothes and hand wash delicate items, all in one convenient place. The built- in sink puts an end to the repetitive bending, crouching and leaning that comes with the hand washing experience. This drastically reduces the pressure on the lower back muscles by 43 per cent thus making the appliance gentle on the back and kind on clothes.

The Activ dualwash washing machine has a magic dispenser that lets one wash without worrying about residual detergent on clothes, ensuring that the detergent evenly dissolves and disperses before the wash cycle commences.

The new washing machine comes with Samsung’s Wobble technology that provides gentle care of fabrics without compromising the washing performance. Wobble pulsators generate a dynamic, multi-directional washing flow that prevents tangles while increasing the washing power.

The comfort machine has the Digital Inverter Technology that ensures that the appliance delivers superior energy efficiency, minimal noise and long-lasting performance. It comes with a 10-year warranty on the motor of the 16 kilogramme washing machine.

The washing machine – with an LED display, a strong and durable tempered glass door with elegant and rounded natural curves and a smart functionality with remote monitoring system – will be available from our retail outlets.