Xiaomi is doubling down on its European brick-and-mortar strategy. Product Yifei, Deputy Country Manager for Xiaomi France, has officially confirmed the imminent arrival of the company’s third directly operated store in the Greater Paris area. This move signals a significant shift from previous franchise-based models to a more robust, first-party retail experience designed to offer superior after-sales support and direct access to the latest Xiaomi HyperOS innovations.
The Strategic Shift: From Franchises to Direct Operations
In a recent update, Xiaomi France clarified that the brand’s previous presence on the iconic Champs-Élysées was managed by a third-party partner and was closed during the pandemic. The new era of Xiaomi retail in France is focused on Direct Operations, ensuring that every customer interaction—from purchasing a Snapdragon 8 Elite powered flagship to receiving technical support—meets Xiaomi’s global standards.
The upcoming store will be located in the Qwartz shopping center (92 Villeneuve-la-Garenne), joining the two currently successful locations that have already established a strong reputation for the brand.
Current and Upcoming Directly Operated Locations:
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Créteil Soleil: Conveniently located with direct access via Metro Line 8.
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Westfield Vélizy 2: A massive “one-stop” shopping experience center.
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Qwartz Villeneuve (New): Located at Level N0, opposite Celio, featuring dedicated experience zones.
Showcasing the Latest Ecosystem: Xiaomi 17 Series and HyperConnect
The Qwartz store is expected to serve as a premier launchpad for Xiaomi’s newest 2026 hardware. Following their global debut at MWC Barcelona on February 28, the Xiaomi 17 and Xiaomi 17 Ultra will be the focal points of the new showroom.
Featured Hardware & Pricing:
| Product | Key Specification | Estimated Global Price (USD) |
| Xiaomi 17 | Snapdragon 8 Elite Gen 5 | ~$1,060 (€999) |
| Xiaomi 17 Ultra | 200MP Leica Continuous Zoom | ~$1,590 (€1,499) |
| Xiaomi Pad 8 | Pro-grade Productivity | ~$530 (€499) |
| Xiaomi Band 10 | Symmetrical Ultra-thin Bezels | ~$65 |
Beyond smartphones, the store will feature a dedicated Xiaomi HyperConnect zone. This area will demonstrate the seamless integration between the Snapdragon 8 Elite mobile platform and the broader AIoT ecosystem, allowing users to experience real-time cross-device collaboration powered by Xiaomi HyperOS 3.
Market Impact and Future Outlook
By operating these stores directly, Xiaomi provides a reliable “safe haven” for enthusiasts. These locations are not just retail points; they act as service hubs where users can receive professional advice on Xiaomi HyperOS features, such as the new AI-driven multitasking and “Human x Car x Home” connectivity.
The expansion into Qwartz highlights Xiaomi’s commitment to the French market, ensuring that the Xiaomi 17 series is backed by a physical presence that matches its premium status.
