Xiaomi Home returns to Paris with its first official store

Xiaomi is officially returning to Paris with its first directly operated Xiaomi Home store, marking a major step in the brand’s European expansion. As announced by Xiaomi France Deputy Country Manager Product Yifei on November 11, the store will open soon in the heart of Paris. The new outlet differs from previous franchise-operated stores as it will be managed directly by Xiaomi, ensuring a unified retail experience and better after-sales services for customers.

From Authorized Stores to Direct Operations

In response to questions from local fans about the earlier Paris location, Yifei clarified that the previous Xiaomi store on Xiangjie Street was a client-operated franchise, which had to shut down temporarily during the pandemic. This new store represents a shift in strategy, highlighting Xiaomi’s focus on direct operations to strengthen brand presence and maintain quality consistency across all customer touchpoints.

Strengthening Xiaomi’s Global Retail Network

This move aligns with Xiaomi’s ongoing global retail expansion strategy. Earlier this year, the company opened its first directly operated store in Japan, located at AEON Mall Urawa-Misono in Saitama City, followed by another one at AEON Mall Kawaguchi. Xiaomi also opened its first store in South Korea on June 28, located at the IFC Mall in Yeouido, Seoul, offering a complete range of Xiaomi products — from smartphones and tablets to home appliances and IoT devices — in an experiential format.

These openings highlight Xiaomi’s plan to establish a consistent global retail experience, expanding its brand influence beyond Asia and into key European and global markets.

Xiaomi’s History in France

Xiaomi first entered the French market in May 2018, when it launched its first authorized store on Boulevard Sébastopol in Paris. At that time, the company also introduced the Xiaomi MIX 2S, Redmi Note 5, and popular ecosystem products like the Xiaomi Electric Scooter. The expansion was supported by major French retail partners such as FNAC, DARTY, and Carrefour, helping Xiaomi bring its innovative and affordable technology to more users across France.

Now, with a directly operated Xiaomi Home returning to Paris, the company is reinforcing its long-term commitment to the French and wider European markets.

Source: ITHome