Samsung is turning laundry day into a surprisingly economical affair at least in the Netherlands. A new partnership between the tech giant and Dutch energy provider Coolblue Energie allows users of compatible Samsung SmartThings washing machines to run their appliances completely free of electricity charges, provided they do so during a specific window each day.
The scheme, rolled out this week, offers free electricity for laundry from noon to 3 p.m., a time when solar energy generation in the Netherlands peaks. It’s an elegantly simple strategy: reward consumers for using renewable energy when it’s most abundant and help balance demand on the national grid.
“This is a great example of how innovation in consumer electronics and energy supply can work together for both people and the planet,” said Michiel Okma, Director of Consumer Electronics at Samsung Benelux. “Together we help consumers to manage their energy consumption as much as possible and to keep energy costs as low as possible. With Samsung SmartThings, a solid foundation has now been laid for further expansion of this collaboration.”
A Win-Win for Consumers and the Climate
At the heart of this initiative is a clever use of timing and technology. Solar panels across the Netherlands pump a surplus of energy into the grid during midday hours, often more than the system can efficiently store or use. Instead of letting that clean energy go to waste, Samsung and Coolblue Energie are incentivizing consumers to use it right away.
The result? A win-win scenario: consumers save on their energy bills while actively contributing to grid stability and a reduced carbon footprint.
To access the offer, users must have a Samsung SmartThings-connected washing machine and a dynamic energy contract with Coolblue Energie. The smart appliance tracks exactly when and how much electricity it uses. If the “start” button is pressed during the free electricity window, the machine draws power from the grid at no cost to the user.
White Goods, Big Impact
The focus on washing machines isn’t accidental. Household appliances, especially white goods like washers, dryers, and refrigerators, account for approximately 35% of residential electricity use. That makes them ideal candidates for targeted energy-efficiency campaigns.
Coolblue Energie’s Director, Marijn van Weele, underscored the potential impact. “We sell around 450,000 white goods per year,” he said. “Combined, these appliances use enough electricity to power Rotterdam for three years.”
In that context, even a modest shift in usage patterns could have significant environmental and economic outcomes.
Technology with Purpose
This initiative marks a meaningful shift from smart appliances as mere convenience tools to active participants in energy management. The SmartThings platform isn’t just showing users how much power they consume; it’s empowering them to make smarter decisions with it.
Rather than relying on regulatory pressure or punitive pricing to shift behaviour, the partnership leans into positive reinforcement. Consumers are rewarded for participating in sustainability, not penalised for falling short.
Even more promising is what comes next. Samsung and Coolblue are already preparing to extend the programme to include tumble dryers later this year. Other SmartThings-enabled devices could follow, potentially transforming the entire household into a responsive, energy-optimised system.
Beyond Borders: A Blueprint for Europe
While the current rollout is limited to the Netherlands, the framework behind the project is broadly applicable across Europe. Countries with smart metre infrastructure and dynamic energy pricing common in many EU nations are well-positioned to replicate the model.
And in a competitive appliance market where traditional differentiators like drum size or spin speed are starting to feel outdated, value-added features like free electricity during renewables peaks are a powerful incentive.
Smart Living for a Smarter Grid
This isn’t just about shaving a few cents off your next utility bill. It’s about redefining how households interact with the grid. By syncing energy use with periods of maximum renewable generation, everyday appliances like washing machines become tools in the fight for a more sustainable future.
For Samsung, it’s an evolution in how they position their smart ecosystem not just as a convenience, but as a key enabler of intelligent, sustainable living. For consumers, it’s a simple proposition with a compelling hook: wash when the sun shines, and pay nothing at all.
