The store which will be located at Giwa House, Moi Avenue – opp the Bazaar. The opening the Mi Store comes just a couple of weeks after the grand launch of the first Mi Store in Kenya at The Hub, Karen.
The opening of the store at the CBD location is a strategic move for brand considering that most business in Nairobi city happens in areas around the CBD. The move could also be a signal of Xiaomi’s aggressive attempt to expand its market share.
Xiaomi has in the past concentrated on an e-commerce strategy. However, with ecommerce penetration in Kenyastanding at less than 10%, Xiaomi underserved a large section of its potential market. Xiaomi was recently listed as one of the largest companies in the world and therefore, has the financial muscle to develop an offline retail store network.
The physical stores will not only give Xiaomi an intimate touch point with its customers but will also help its brand building activities.
