Xiaomi is coming to Hamburg: Fourth own store in Germany

Xiaomi is further expanding its own retail network in Germany. The Chinese manufacturer will open a store in the Westfield Hamburg-Überseequartier in HafenCity. It will be the first Xiaomi store in Hamburg, though an exact opening date has not yet been announced. According to operator Unibail-Rodamco-Westfield, the opening is still planned for 2026.

Larger than in Essen

Xiaomi is moving into the basement of the shopping center, where it will occupy more than 160 square meters. This makes the Hamburg store significantly larger than other Xiaomi stores in Germany. The first Xiaomi store is located in the Limbecker Platz shopping center in Essen and covers 99 square meters, showcasing smartphones, wearables, televisions, robot vacuums, household appliances, and e-scooters. Xiaomi hasn't yet revealed exactly what will be on the shelves in Hamburg. However, the selection is expected to be similarly extensive, as the brand's product range extends from smartphones to smart home devices.

Brick-and-mortar retail isn't entirely new territory for Xiaomi in Germany. Between 2020 and 2023, there were already so-called Mi Stores in Düsseldorf and Cologne, though these were operated by partner companies. Those stores have since closed. Since Essen, the manufacturer has been focusing on its own stores; in addition to Essen, there are already stores in Cologne and Frankfurt. Hamburg demonstrates that this isn't just a trial run.

Dyson follows in 2027

In addition to Xiaomi, Westfield has also announced a Dyson store. The vacuum cleaner and hair styler manufacturer will occupy approximately 100 square meters on the ground floor, with the opening planned for the beginning of the second quarter of 2027. Currently, the DJI and Hasselblad store is the largest tech destination in the Überseequartier. With these two new additions, the shopping center aims to significantly expand its tech offerings.