Samsung Electronics has established the Samsung Electronics Air Conditioner Europe (SEACE) in Amsterdam, which will start operating in January 2017.

The new, dedicated sales office for air conditioners in Europe is expected to solidify sales activities which have previously been operated by each separate office in 17 different European countries.

The move is part of Samsung’s wider efforts to expand its air conditioning business in the European market. The company estimates that Europe is the second largest B2B air conditioning market in the world. It has shown steady growth of $3.6 billion this year and is forecast to increase to $4.2 billion by 2020.

Samsung’s system air conditioning business has been gaining strong momentum with several significant new products, including the innovative ceiling-mounted indoor 360 Cassette and the DVM (Digital Variable Multi air conditioner) S, both of which were showcased at the Global AC Forum in October 2015.

Byung-sam Suh, head of Digital Appliances Business at Samsung Electronics, said: “Our goal is to double air conditioning sales in Europe by 2020, and we are going to achieve that with specialised operations and strengthened marketing.”