The Asian technology company has taken a key step in its strategy in Europe with the opening of its first directly managed store in Spain, located in the shopping center La Gavia, in Madrid. This landmark space is conceived as a meeting point to learn about and experience the brand's ecosystem in person.
With this opening, Xiaomi deploys its focus in our country New Retail, a model that merges online sales and physical commerce to offer a more personalized and intimate experience. The establishment, with 157m² of surface, it is also the company's second in Europe.
What does this opening mean for Xiaomi in Spain?
The company strengthens its presence in a market where it maintains a very active and loyal user base, focusing on a more direct relationship with consumers. This move, according to the firm, consolidates its commitment to Spain and serves as a showcase for its expansion in the region.
Local management emphasizes that bringing innovation to the street is key so that users can understand it firsthand. how your devices fit into your everyday lifeThe Madrid store was thus created with the aim of serving as a reference for the brand's future developments in Europe.
What is the new space like at La Gavia?
Far from being a typical store, the space is designed as an immersive environment to explore the entire Xiaomi ecosystem. Among the available categories, it includes everything from smartphones y TVs up to products AIoT such as headphones, smart watches and bracelets, robot vacuum cleaners, air purifiers or security cameras.
The goal is that any visitor can test devices, discover their functions, and test the interconnection between devices, a core aspect of the brand's offering. This approach makes it easier to understand how different products integrate to form a connected home.
Dates, opening ceremony and who will attend
Although the point of sale is operational, the Official inauguration is scheduled for September 27, with a ribbon-cutting ceremony and the presence of Xiaomi Iberia executives. Attendance has been confirmed. Borja Gómez-Carrillo (country manager) and Lu Zhang (deputy country manager), as well as media, content creators and members of the Xiaomi Fans community.
The company plans periodic activations and in-store demonstrations, with the aim of promoting ongoing interaction with users and turning the space into a recurring meeting point for new developments and workshops.
The New Retail model: uniting online and physical stores
The New Retail approach combines the best of both worlds to offer a unique experience more agile and personalizedWith this philosophy, the firm seeks to optimize inventories, gain operational efficiency, and ensure that each purchase is tailored to the user's actual needs.
According to the company, this strategy, widely extended in China with More than 16.000 stores, seeks to explain the value of the connected ecosystem: it is not just about acquiring a device, but about understanding how they coexist and interact different products in the same environment.
Context: from franchises to direct management
Until now, the brand's stores in Spain were operated by authorized third parties, a formula that allowed it to quickly expand its physical presence. The opening of La Gavia marks a change: it is the first comprehensive management space by Xiaomi in the country.
This direct control over the point of sale seeks to fine-tune the brand experience, ensuring consistency in the proposal and facilitating the arrival of new products to consumers more quickly and with better support.
What you can find and do in the store
In the store you can get information and experiment with smartphones, wearables, connected TVs and a wide range of home devices. Visitors will be able to experience live features of robot vacuum cleaners, purifiers, cameras and other ecosystem equipment.
In addition to the permanent product display, the team will offer personalized attention, demonstrations and thematic sessions aimed at answering questions, taking advantage of the devices and showing use cases for the connected home.
With this opening, Madrid becomes a strategic point for the company: a European showcase of its ecosystem and a testing ground for its New Retail. The location in La Gavia, the immersive approach, and the combination of online and physical channels underpin a proposal designed to be close to the user, with direct management, regular activities, and a cross-functional offering of connected products.