In what might be the best news for laundry since the invention of the dryer sheet, Dutch users of Samsung SmartThings washing machines can use their appliances without paying for electricity.
In partnership with Coolblue Energie, the scheme aims to put money back in consumers’ pockets while tackling environmental challenges. The pair announced this week that Dutch households with compatible Samsung washing machines and Coolblue Energie subscriptions won’t pay a penny for electricity used between noon and 3pm.
The timing isn’t random. These midday hours are when solar panels across the Netherlands are working overtime, pumping excess renewable energy into the grid. Rather than having this clean electricity go unused, Samsung and Coolblue want people to run their washing machines instead.
It’s one of those rare win-wins—households save money on energy bills while helping balance demand on the national grid. All you need is a Samsung washing machine connected to their SmartThings app and a dynamic energy contract with Coolblue.
Michiel Okma, Director of Consumer Electronics at Samsung Benelux, said: “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.”
The initiative targets a significant chunk of household energy use. White goods like washing machines, refrigerators, and dishwashers typically gobble up about 35 percent of a home’s electricity.
Marijn van Weele, Director of Coolblue Energie, says his company alone sells around 450,000 white goods per year. Combined, these appliances use enough electricity to power Rotterdam for three years.
The technical side is straightforward: your Samsung washing machine connects to the SmartThings ecosystem, which tracks exactly when and how much electricity you’re using. If you press “start” during the free electricity window, you won’t be charged for that cycle’s power consumption.
This represents one of the more practical applications I’ve seen. Instead of just offering convenience or novelty features, it delivers genuine financial benefits while serving a broader environmental purpose.
The scheme reflects a growing trend of energy companies looking beyond traditional infrastructure to solve grid management challenges. By partnering with tech companies like Samsung, they’re finding ways to adjust consumer behaviour through incentives rather than restrictions.
Both companies have hinted that washing machines are just the start. They’re already planning to extend the programme to tumble dryers later this year, with other SmartThings-compatible devices potentially following. Imagine a future where your entire home automatically optimises energy use based on grid conditions and renewable availability.
For families watching their utility bills climb, the savings might seem modest at first glance—a typical washing machine uses between 0.5 and 1 kilowatt-hour per cycle. But these small amounts add up, especially for households running multiple loads weekly.
What’s perhaps more valuable is how the programme increases awareness of energy consumption patterns. The SmartThings app gives users visibility into their usage, potentially encouraging additional energy-saving habits beyond washing clothes.
While currently limited to the Netherlands, this partnership could easily serve as a blueprint for similar initiatives elsewhere. Many European countries already have the smart meter infrastructure and dynamic pricing models needed to support such programmes.
The collaboration also highlights how appliance manufacturers are finding new ways to differentiate products in an increasingly competitive market. Features that save money and reduce environmental impact are becoming strong selling points alongside traditional factors like capacity and cycle options.
For Samsung, this represents an evolution in how they position their smart home ecosystem. Rather than SmartThings being primarily about convenience or home security, it’s becoming a platform for meaningful energy management.
As countries continue struggling with energy security and grid stability challenges, particularly with the growing integration of renewable sources, these kinds of consumer-facing solutions will likely become more common.
(Image credit: Samsung)
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