Xiaomi's German official account announced on August 15 that the company will be launching its operations in Essen, with Germany's first official Xiaomi flagship store set to open soon.

According to the official promotional materials, this store will not only offer smartphones, tablets, headphones, and smartwatches, but will also feature robotic vacuum cleaners, air purifiers, rice cookers, scooters, and other lifestyle products.

Xiaomi has been actively opening direct retail stores across multiple countries this year. The company's first direct store in the Japanese market, Xiaomi Store No. 1, opened in March at AEON Mall Urawa Misono in Saitama City. Xiaomi plans to open 5 to 10 stores this year, primarily centered around the Tokyo metropolitan area, while also considering expanding operations nationwide in Japan. The company's second direct store in Japan will be located at AEON Mall Kawaguchi in Kawaguchi City, Saitama Prefecture.

South Korea's first "Mi Home" store opened on June 28, located on the L2 floor of Seoul's Yeouido IFC Mall. Spanning approximately 60 square meters, it operates as an experiential showroom featuring Xiaomi's complete product range, including smartphones, tablets, televisions, home appliances, and IoT products.