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A smartphone and consumer electronics designer and manufacturer founded in China in 2010 has opened only its second high street store in the º£½ÇÊÓƵ.

Xiaomi has launched the shop in the former Sunny Market unit in New Street, Birmingham, from where it is selling mobile phones, music devices, wearable tech, air fryers and other consumer products and accessories. There is also an in-house repair centre.

The move has created 13 new jobs in the city and it is the first store launch since Steven Gong took over as managing director of Xiaomi º£½ÇÊÓƵ 14 months ago.

Xiaomi said investing in bricks and mortar shops remained an important part of its business strategy in the º£½ÇÊÓƵ market.

Mr Gong said: "It's been an important year for Xiaomi and the opening of the new Birmingham store is the perfect way to close 2022.

"Moving into 2023 with a brand new place to connect with our customers, Xiaomi fans and our products is a really exciting prospect for the business here in the º£½ÇÊÓƵ."

Director of mobile and consumer technology Jay Frankenberger added: "We are delighted that another º£½ÇÊÓƵ store has opened here in Birmingham. With Xiaomi fans all over the country, this will be another location to meet our customers.

"When it comes to technology, the chance to experience it before you make the decision to buy is so important and that's what we want to create with physical stores."

Xiaomi is listed on the main board of the Hong Kong Stock Exchange and its only other º£½ÇÊÓƵ store is in central London.