Xiaomi has confirmed plans to launch a Mi store in Europe, although it won’t be peddling smartphones.
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 now says Europe will see a similar push from the company.
Hugo Barra, Xiaomi’s global VP, said: “It’s going to be a different Mi.com experience from what we have in our markets in Asia, because we’re not selling phones," speaking to Cnet.
“We’re only going to sell a small number of our hero accessories, things like the Mi Band, studio-grade headphones, in-ear headphones, and the world’s most popular power banks.”
“We increasingly see ourselves as a lifestyle brand,” added Barra.
