First Xiaomi Mii store designed for connected consumers

posted on Tuesday, 11th December 2018 by Steve May

Entertainment  Technology  Retail  Smartphone  Smarthome 


Fast rising Chinese technology brand Xiaomi has opened the first UK authorised Mi store, amid prestigious company in Westfield, London, citing the development a critical part of its business model for the UK.

Xiaomi has developed an enthusiastic fanbase for its high-specification smartphones and IoT hardware, but wants the store to evangelise a connected lifestyle. It will feature a range of smartphones including its flagship Mi 8 and Mi 8 Pro models, the Mi A2, as well as exclusive Mi ecosystem products.
Smart gadgets taking centre stage include the wearable Xiaomi Band 3 to the Mi Electric Toothbrush, able to connect to your phone and tell you how effectively you are brushing.
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The store occupies 219 square foot, and adopts a modernistic, high-end aesthetic. It’s a significant commitment from the brand. Xiaomi Corporation was founded in April 2010, and seeks to offer premium products at what it calls ‘honest prices.’ Currently, Xiaomi is active in more than 70 countries and regions around the world.

Xiaomi says it intends to revolutionise offline retail through its new retail model. Xiaomi has significantly expanded its direct offline retail network, through offline stores. This new direct offline retail capability allows it to broaden its reach and provides a better user experience.
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“Traditionally tech companies have tended to move away from bricks and mortar however we wanted to ensure we were bringing the full package to UK consumers,” says Head of UK Sales and Marketing, Wilkin Lee. “This includes an incredible retail store which serves to  give our customers better hands-on experiences.”
Lee says Xiaomi Westfield as the venue “because we felt a great synergy with the brand’s forward thinking nature and innovation. We believe in the universal pursuit for everyone to enjoy innovative technologies without paying a fortune. The ambition is that this space is where people can come and try out new connected objects, speak to expert staff and discover ways to make their life simpler through technology.”

Steve May

Inside ID Editor Steve May is a freelance lifestyle and technology journalist, who also writes for T3, AskMen UK, MTV UK, TechRadar and Trusted Reviews.

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