Samsung Electronics Canada has unveiled its latest Samsung Experience Store at the Scarborough Town Centre in Toronto, reinforcing the brand’s commitment to expanding its retail presence in Canada. The new store aims to provide customers with an immersive, hands-on experience with Samsung’s latest products, including the Galaxy S25 series and a suite of AI-powered features.
“We’re thrilled to introduce this interactive shopping experience to Scarborough and our dedicated customers,” said Krista Collinson, Head of Direct-to-Consumer Division at Samsung Electronics Canada. “This store offers a unique chance to experience new technology, including innovations like Samsung Health, Now Brief, and Live Translate. We’re excited for the community to explore how our connected devices and new features can enhance daily life for Canadians.”
A High-Tech Retail Destination
Strategically located at Scarborough Town Centre, the new Samsung Experience Store is designed to serve as more than just a retail space. It functions as a hub for customer support, offering expert-led services such as device repairs, troubleshooting, small business support, and the ability to browse Samsung’s entire product catalog online.
“Building on the success of our Samsung kiosk at Scarborough Town Centre, we’re proud to open the Samsung Experience Store – reinforcing our ongoing commitment to enhancing the shopping experience for Canadians,” said Brian Shin, President & CEO of Samsung Electronics Canada Inc. “This store is more than just a retail space—it’s a destination where customers can discover new technology and receive expert support to make the most of Samsung’s products.”
Beyond its retail focus, the new store will feature live demonstrations, exclusive promotions, and interactive activations such as Sketch by Galaxy AI, Live Translate, and Now Brief, allowing customers to engage with the latest innovations firsthand.
Expanding Samsung’s Physical Retail Strategy
Samsung’s presence in Canada continues to grow, with its retail strategy balancing full-size stores and smaller footprint kiosks. The company currently operates several Samsung Experience Stores in high-profile malls, including the Yorkdale Shopping Centre and CF Sherway Gardens in Toronto, Metropolis at Metrotown in Burnaby, and the Eaton Centre in Montreal.
Alongside these Experience stores, Samsung also operates Express Stores—smaller retail locations in shopping centres including Bramalea City Centre in Brampton, Square One Shopping Centre in Mississauga, and Southgate Centre in Edmonton.
“Our approach allows us to strategically enter new markets, in some cases introducing an express store, which builds awareness and establishes a customer base,” explained Collinson. “Identifying strong customer demand and securing the right retail location, we can transition into a full-scale store. Scarborough Town Centre is a prime example of that strategy.”
A Store Designed for Community Engagement
The location of the new store is particularly significant given Scarborough’s growing population and its proximity to key suburban areas such as Markham, Newmarket, Aurora, and Durham Region.
“This region has been underserved in terms of technology retail, so having a dedicated Samsung Experience Store fills an important gap,” said Collinson. “We’re not just here to sell products—we’re providing a full-service experience, including on-site device repairs with Samsung Care Plus and support for small business customers.”
Samsung’s expanded store model also caters to entrepreneurs and business owners, particularly in industries such as transportation, food service, and retail. The Scarborough store features a dedicated B2B section where businesses can explore Samsung’s enterprise solutions, including Knox security and productivity-enhancing tools.
“We’re seeing strong interest from small business owners who want to integrate Samsung products into their operations, whether it’s tablets for order processing, mobile devices for fieldwork, or secure enterprise solutions,” added Collinson.
An Omnichannel Approach to Retail
The new Samsung Experience Store is fully integrated with Samsung’s online and offline retail ecosystem, offering seamless shopping options for customers.
“We’re committed to delivering an omnichannel experience,” said Collinson. “Customers can browse online, visit the store to see products in person, and either purchase in-store or complete their transaction online with home delivery. We also allow customers to buy online and pick up in-store, as well as make in-store returns for online purchases.”
Samsung’s investment in retail extends beyond physical stores, with a strong focus on customer education and engagement. The company offers in-store learning sessions and personalized consultations to help customers maximize the potential of their devices.
“We believe retail is not just about transactions—it’s about building relationships,” said Collinson. “Customers today expect more than just a place to shop; they want a destination where they can learn about new technologies, interact with knowledgeable staff, and have a seamless experience across all channels.”
The Future of Samsung’s Retail Expansion in Canada
While Samsung has established a strong retail presence in Canada, there are still key markets where the company is evaluating expansion opportunities.
“We are always exploring new locations,” said Collinson. “The challenge in Canada is finding premium retail spaces that align with our brand experience. Our partnerships with landlords like Oxford, Cadillac Fairview, Primaris REIT, Morguard Corporation, and Ivanhoé Cambridge are crucial in securing the right locations for future stores.”
A Strong Commitment to Customer Service
Samsung’s expansion comes at a time when consumers are increasingly looking for personalized, expert-led retail experiences. As competition in the Canadian tech market intensifies, Samsung is betting on a high-touch retail approach to build deeper customer relationships.
“Retail is evolving, and so are customer expectations,” said Collinson. “We are investing in our stores not just to showcase our products, but to provide an immersive experience where customers can get hands-on with technology and receive the support they need.”
