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Xiaomi to launch online Mi store in Europe

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Xiaomi Mi4

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.

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Xiaomi’s mobile market share has risen drastically in the past year, primarily in its home market of China.

The company has taken an interest in global expansion as a result, although a complete roll out of its smartphones and tablets to the west has not yet begun.

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

On western smartphone expansion, Barra said: “We would love to be in the US, but that’s nowhere near the top of our priority for now.”

It’s not yet clear which exact countries Xiaomi plans to target with the upcoming Mi store, and launch dates are still a mystery for now.

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