Are you a disruptive brand?

The disruptive brand Xiaomi stirs up the UK tech market

When Chinese technology brand Xiaomi arrived in the UK in November 2018, it generated the longest queues ever experienced in Westfield London. This is a brand that you might think is unknown to most people in the UK, but the Mi stores and products hold an avid and loyal customer base.

Interior design of Xiaomi flagship Mi store with customers using the products

Xiaomi, the $54 Billion Chinese tech brand has been opening Mi stores across Europe in 2018 and intends to continue expanding throughout the UK in 2019. Beyond was called upon to design and implement the first UK flagship store in Westfield London, working with the Spanish and UK franchisee Mytech Retail.

Wall graphic of Xiaomi mobiles in Mi flagship store in Westfield London

Xiaomi products really have the ability to shake up the UK phone market. With prices so low, it may change our obsession with monthly phone contracts where a phone is provided, but at an inflated cost. We may start to see the benefits of buying our own phones outright and opting for the much cheaper SIM-only route.

Women using phone in Xiaomi Mi Store
Motherboard signage for Xiaomi flagship Mi store in Westfields London

This, combined with the wide range of connected smart household products such as toothbrushes, kettles, and scales, might just pull people away from their allegiances with other less exciting tech giants.

Interior design of Xiaomi flagship Mi store with customers using the products

We need to see more ‘disruptive brands’ emerging in the UK. In these more uncertain, changeable times of retail, it’s the brands that are mixing things up and causing an excitement that is succeeding. As the retail industry changes, so do consumer’s shopping habits and expectations. Whether it’s an amazingly memorable in-store experience, a seamless and clear journey to purchase, or simply a really amazing product at a great price, we need these disruptors!

If retailers get off the fence, take a position and really go for it with their store designs and communication, just maybe we will all sit up and take note!

Facade of Xiaomi flagship Mi store and architecture of Westfields London