Published in Mobiles

Xiaomi launches Mi store in Europe

by on04 March 2015

But no phones

Xiaomi has confirmed plans to launch a Mi store in Europe, although it won’t be flogging phones yet.

Instead, the Chinese electronics company wants to use the digital outlet to sell smartphone accessories on the continent.

Xiaomi recently confirmed it would be opening such a store in the US as its flagship western outlet, but added Europe will see the same thing.

Hugo Barra, Xiaomi’s global VP, said that Europe will get a different experience from what Asian consumers have because Xiaomi is not selling phones.

It is only going to sell a small number of our hero accessories, things like the Mi Band, studio-grade headphones, in-ear headphones, and power banks.

This is because it sees itself as a lifestyle brand, he said – what ever that means.

The company’s mobile market share has risen drastically in the past year, primarily in its home market of China and it is apparently interested in global expansion as a result, although a complete roll out of its smartphones and tablets to the west has not yet begun.

India is Xiaomi’s largest overseas market, which means the firm has a strong foothold in the world's two highest population countries.

Barra the company would love to be in the US, but that’s nowhere near the top of its priority for now.
What mostly surprised us is the price as, despite being bundled with the Shield Controller, Nvidia is asking US $199 for its Shield Console and is definitely looking to get into every living room in the world.


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