Samsung is testing a bold new perk in Europe: free electricity for running its laundry appliances—if consumers use them during specific off-peak hours.
The South Korean tech giant announced this week that it has expanded its partnership with Dutch energy supplier Coolblue Energy, allowing customers to operate Samsung washing machines, dryers, and washer-dryer combos without paying for power between 12 p.m. and 3 p.m. local time.
The initiative builds on a pilot program launched in June that initially applied only to Samsung washing machines. Now, households receiving electricity from Coolblue Energy can extend the same benefit to additional laundry appliances, with the discount automatically applied to energy bills—no extra sign-up required.
The program is designed to ease strain on the power grid and make better use of surplus renewable energy generated during midday hours. By encouraging households to shift energy-intensive tasks to off-peak times, utilities can balance demand while consumers enjoy tangible cost savings.
Samsung is also leveraging its SmartThings home platform to make participation easier. Customers can schedule wash or dry cycles remotely, even while away from home, ensuring they take full advantage of the free-power window.
“This collaboration demonstrates how technology and energy supply can complement each other,” Samsung said in a statement. “By turning appliance innovation into consumer benefits, we’re helping households make more sustainable choices.”
The program highlights how appliance makers and utilities are increasingly experimenting with incentives to align consumer behavior with renewable energy availability—a strategy that could expand to other European markets if successful.
