XIAOMI has opened a flagship London store in a bid to take on rival tech giants like Apple and Samsung.
The Chinese gadget-maker says it wants to open 10,000 shops – flogging phones, vacuum cleaners, electric scooters, TVs, and even electric cars.
Many Brits won’t have heard of Xiaomi – often described as the Apple of China – despite the brand having been around for 15 years.
Impressively, it’s the third-largest smartphone brand behind Apple and Samsung, and is preparing to bring its hi-tech cars to Europe very soon.
The company’s newest store opened this week at London’s Westfield shopping centre at Stratford.
And Xiaomi will be using it to serve up a smorgasbord of tech goodies including phones, TVs, smart home gadgets, wearables, tablets, vacuum cleaners, electric scooters, personal care and home appliances.
It almost sounds like the ultimate tech emporium, but there’s something missing…for now.
Xiaomi is preparing for the upcoming arrival of its long-awaited EV, the Xiaomi SU7.
The well-liked motor is already out in China, and is expected to land in Europe next year.
And once it lands, you can be sure Xiaomi will be peddling it from its new location alongside phones and vacs.
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“It’s not just shelves of products, but a space where people can see how technology connects seamlessly across their lives – from the phone in your pocket to the devices in your home,” said Jay Sun, Xiaomi’s UK country manager, speaking to The Sun.
“Looking ahead, as electric vehicles become part of our portfolio, the ambition is to evolve this into a truly 360-degree experience.”
But for now, Jay reckons the big sellers at Xiaomi’s new shop will be the company’s mobile phones.
He says a likely winner is Xiaomi’s new Redmi Note 15 Series, which is currently discounted from £189 to an almost shockingly low £139.
Or the Xiaomi 15, which is a higher-end mobile that was built in partnership with camera giant Leica.
That’s currently down from £899 to £699, undercutting the rival iPhone 17 (£799).
“One of Xiaomi’s strengths is that we offer products across all price points,” Jay told The Sun.
“So there really is something for everyone. Whether consumers are on a tight budget or looking for more premium options.”
The Sun asked Jay why Brits should go for Xiaomi gear over well-loved gadget brands like Apple or Samsung.
And he said that Xiaomi is “very focused on value”, and said shoppers would be able to find a “more accessible price point”.
As well as flogging smart home gadgets, TVs, vacuum cleaners and so on, you’ll also be able to pop in for tech support.
“Consumers can come in for guidance and support,” Jay explained.
“Our staff are available to explain products, answer questions and help people choose the right solutions for their needs.
“It’s very much about advice and education, not just sales.”
But you’ll also be able to try out the gadgets and explore “smart home setups” – with potential workshops down the line.
As part of the grand opening celebration, Xiaomi has slashed prices on its online website through to January 25, 2026.
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