Xiaomi has reached a key milestone on the Romanian market with the opening of its first directly operated physical store, located in ParkLake Shopping Center in Bucharest. The move reflects a strategic shift, with the company taking full control of offline retail in order to implement its “New Retail” concept and the “Human x Car x Home” ecosystem.
“Romania is one of Xiaomi’s key markets in the CEE region, which makes the launch of our first directly operated store here a natural and strategically important step,” said Linshan Zheng, Country Manager of Xiaomi Romania.
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The 150-square-meter store is designed as an experience hub, where customers can test around 300 products, from smartphones and smart home devices to TVs, monitors and electric scooters. The location is staffed by five specialized consultants.
The decision is backed by strong market performance. In Q3 2025, Xiaomi reached an 18% market share in Romania’s smartphone shipments, ranking second nationwide. In the wearables segment, the brand leads the Central and Eastern Europe region with a 31% market share.
Online sales data shows a clear preference for premium models. Xiaomi 15T Pro leads smartphone sales, followed by Xiaomi 15 Ultra and Xiaomi 14T. On the wearables side, Xiaomi Smart Band 9 and Redmi Watch 5 Active are top sellers. In the smart home category, robot vacuum cleaners and air purifiers dominate demand.
“Xiaomi Store is an experience hub where users can explore our entire ecosystem and understand how connected technology works together,” added Linshan Zheng.
Large home appliances set to arrive in 2026
For next year, Xiaomi has confirmed its entry into Romania’s large home appliances market, including refrigerators, washer-dryers and air conditioners. The expansion may also lead to a wider physical retail presence, as part of the company’s global plan to open 10,000 new stores over the next five years.
Photo: Romania Insider
