Xiaomi is opening a retail store in London as it extends its Europe push

Xiaomi’s expansion into Europe continues at speed after the Chinese smartphone maker announced plans to open its first retail store in London.

The company is best known for developing quality Android phones at affordable prices and already it has launched devices in Spain, Italy and France. Now, that foray has touched the UK where Xiaomi launched its Mi 8 Pro device at an event yesterday and revealed that it will open a store at the Westfield mall in London on November 18.

That outlet will become Xiaomi’s first authorized Mi Store. Styled on Apple’s iconic stores, the Mi store will showcase a range of products, not all of which are available in the UK.

Still, Xiaomi has shown a taste of what it plans to offer in the UK by introducing a number of products alongside the Mi 8 Pro this week. Those include its budget tier Redmi 6A phone and, in its accessories range, the Xiaomi Band 3 fitness device and the £399 Mi Electric Scooter. The company said there are more to come.

That product selection will be available via Xiaomi’s own Mi.com store and a range of other outlets, including Amazon, Carphone Warehouse and Three, which will have exclusive distribution of Xiaomi’s smartphones among UK telecom operators.

Xiaomi hasn’t branched out into the U.S. — it does sell a number of accessories — but the European launches mark a new phase of its international expansion to take it beyond Asia. While Xiaomi does claim to be present in “more than 70 countries and regions around the world,” it has recorded most of its success in China, India and pockets of Asia.

CEO Lei Jun has, however, spoken publicly of his goal to sell Xiaomi phones in the U.S by “early 2019” at the latest.

Still, even with its focus somewhat limited, Xiaomi claims it has shipped a record 100 million devices in 2018 to date. The firm also posted a $2.1 billion profit in its first quarter as a public company following its Hong Kong IPO. However, the IPO underwhelmed with Xiaomi going public at $50 billion, half of its reported target, while its shares have been valued at below their IPO price since the middle of September.