Leading Chinese smartphone maker Xiaomi has launched an online accessory store in the United States and major European countries as it expands into lucrative Western markets.

Xiaomi launched mi.com in France, Britain and Germany today, it said in a statement. The store went online in the United States yesterday, it added.

Xiaomi, which was only founded in 2010 by entrepreneur Lei Jun, has excelled in China’s cut—throat smartphone market by delivering high—performance products at low prices.

In just five years, the Chinese firm has become the world’s number three smartphone vendor, behind only Apple and South Korea’s Samsung, with rapid growth in emerging countries.

Now the launch of mi.com marks the brand’s move into established Western markets.

A company spokeswoman told that the site is restricted to accessories.

Products on offer include a $ 14.99 fitness band compared with $ 99.99 for the mid—range tracker from San Francisco—based Jawbone, $ 79.99 headphones and battery cells as cheap as $ 9.99, according to the website.

Shipments are currently limited to the four countries, the company said.

However, Xiaomi has signalled its intention to offer more products to consumers in the US and Europe.

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