London, UK, 03 October 2025 – Xiaomi consolidates its presence in Europe with its New Retail strategy, opening two new stores in Madrid and Essen. These openings represent the first two stores in the Western Europe region and mark a strategic shift in how Xiaomi engages with its users through direct store management. As part of an ambitious expansion plan, Xiaomi aims to open 10 stores in Western Europe by the end of 2025, combining physical shopping experiences with digital opportunities to offer customers a unique and immersive brand experience.
Above: Xiaomi store opening, Essen, Germany
The Madrid and Essen stores are designed according to Xiaomi’s New Retail concept, which combines cutting-edge technology with interactive spaces that engage consumers. Visitors can explore the full range of Xiaomi devices – from smartphones and tablets to the smart home ecosystem – experiencing product features first-hand and receiving personalised assistance.
“The New Retail strategy represents a key step in bringing Xiaomi innovation closer to our European customers. Each store is designed to offer an immersive experience where technology, design, and service come together to create unique moments. Through direct management, we can ensure full alignment with our vision of innovation, accessibility, and trust,” says QX Wang, General Manager of Xiaomi Western Europe.
The new stores also reflect Xiaomi’s broader philosophy of “Human x Car x Home,” highlighting the integration of technology into daily life – from mobile devices and smart home products to connected mobility solutions. Western Europe remains a key region for Xiaomi’s global growth, and these openings represent an important milestone in our long
term roadmap, reinforcing our commitment to delivering a consistent Xiaomi experience across all touchpoints.
Looking ahead, new store openings in the UK and France are planned shortly, serving as additional milestones in accelerating Xiaomi’s retail expansion across the region.
For updates on the UK store openings and to learn more about Xiaomi’s New Retail Strategy, follow Xiaomi UK on Instagram, X (formerly Twitter), TikTok, and Facebook.
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