Hugo Barra Xiaomi -19

Speaking at MWC, Xiaomi’s Hugo Barra announced that the company’s growing range of accessories will be heading to Europe at some point in the future. However, smartphones definitely won’t be sold through the e-commerce store.

Last month, Xiaomi made a similar announcement in San Francisco regarding opening an online store in the US. Although the company is not planning to sell smartphones in these regions any time soon, focus is still firmly on expansion in India, this store and the products on sale will offer essential feedback as Xiaomi tests the waters in Western markets.

“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… We’re only going to sell a small number of our hero accessories” – Hugo Barra

This is all part of the company’s brand awareness strategy. Xiaomi doesn’t just view itself as a smartphone manufacturer, but as a “lifestyle brand”. As well as smartphone accessories, such as power banks, fitness bands and headphones, Xiaomi also manufacturers low cost TV boxes, routers, and an air purifier designed for the Chinese market, some of which may also end up on sale in Europe sometime down the line.

Xiaomi has not announced any specific countries or dates for its new e-commerce store just yet.

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