Samsung is set to skip exhibiting on the the CES 2026 show floor for the first time, while Harman International, owner of JBL, has pulled out of the event entirely.

The decision by brands to to meet retailers privately, with many showcasing 2026 products ahead of the event, has already led to several Australian scaling back their attendance at the January 2026 event.

Samsung’s surprising move to bypass the main convention centre and instead create its own space at the luxury Wynn hotel reflects the company’s new strategic direction, shifting focus from consumer products to commercial markets and B2B offerings combined into one giant private display.

Yesterday, Samsung Australia announced a major restructuring of its Australian B2B operations, a move that was expected as the business moves to limit the impact on revenues as their TV and appliance is currently under pressure due to margin erosion and competition from Chinese brands. The same problems are also impacting arch rival LG Electronics.

Management says the off-site venue will allow them to create a more “exclusive, immersive, and unified ecosystem experience for partners and media.”

Analysts describe the move as strategic, enabling Samsung to deliver a “higher-end presentation that shifts focus from traditional mass-market displays to showcasing an integrated, premium B2B and ecosystem-focused vision.”

The decision aligns with Samsung’s struggles in the consumer appliance and TV markets, where B2B is now seen as the growth engine in Australia and several other overseas markets.

The company has appointed Shawn Kwon as Vice President of the newly restructured Integrated B2B division in Australia.

Shawn Kwon as Vice President of the newly restructured Integrated B2B division in Australia.

Kwon previously oversaw direct-to-consumer and online operations for Samsung Electronics in Southeast Asia and Oceania.

Shane Cook has been named head of B2B display and branded memory, while Helen Chady will lead product strategy for display and branded memory, managing the division’s channel and go-to-market initiatives.

Competitors in the B2B market are closely watching Samsung’s move.

By relocating to the Wynn, the company secures the largest and most premium exhibition space at CES, creating a highly polished, exclusive environment where attendance can be controlled.

Management says it also allows them to consolidate separate TV and home appliance exhibits into a single, immersive showcase of the company’s connected ecosystem vision.

The premium setup is designed to engage client companies and partners more effectively, signaling a strategic emphasis on business and professional solutions alongside consumer offerings.

Samsung will maintain a presence at Eureka Park for its C-Lab startup incubator, providing a dedicated space for emerging entrepreneurs apart from the main premium exhibit.

This approach positions Samsung’s main showcase as a “premium stage” for technology leadership, moving beyond a traditional consumer electronics show to highlight high-level solutions for sectors such as construction, retail display, and businesses seeking integrated systems.

The company has also restructured its business support office to mirror its former “control tower” model and implemented leadership changes across manufacturing, finance, strategy, and B2B operations. South Korean management says the changes reflect a strategic focus on regaining competitiveness in consumer electronics while strengthening B2B capabilities, avoiding the high costs of selling through Australia’s notoriously expensive retail channels.