Xiaomi accessories like the Mi Band can already be purchased in Europe through third-party sellers, but later this year, the company will begin offering them directly to European markets via Mi.com, its online store.
Xiaomi’s announcement, made today at Mobile World Congress in Barcelona, comes less than a month after the company revealed plans to sell accessories in the U.S. But just like its U.S. expansion, its European model will include no smartphones initially.
“It’s going to be a different Mi.com experience from what we have in our markets in Asia, because we’re not selling phones,” said Xiaomi global vice president Hugo Barra. “We’re only going to sell a small number of our hero accessories, things like the Mi Band, studio-grade headphones, in-ear headphones and the world’s most popular power banks.”
For now, selling smartphones in the U.S. and other Western countries is “nowhere near” a priority for Xiaomi, which is already hugely successful in China and other Eastern countries, where its affordable handsets are incredibly popular.
That’s certainly disappointing news for consumers. While Xiaomi devices may be designed to be affordable, many are still immensely impressive. The company’s flagship Mi Note Pro boasts a Quad HD display, high-end specifications, and a premium form factor that looks terrific.
You’ll have to continue buying Xiaomi devices through third-party sellers on sites like Amazon and eBay for now, then, but if Xiaomi can make a name for itself in the West with its accessories, perhaps that will change later on.