Chinese retailers expand presence in German shopping centers

Chinese retailers are increasingly securing prime retail space in German shopping centers as the domestic retail sector faces challenges. Since the beginning of 2025, the shopping center operator ECE has recorded approximately 30 new lease agreements with brands from East Asia.

Major electronics company Xiaomi is pursuing a massive expansion, collaborating closely with ECE to establish physical stores that serve as contact points for its digital ecosystem. Other lifestyle and consumer brands entering the market include the robot vacuum manufacturer Dreame, the toy brand Pop Mart, and the lifestyle chain Miniso.

The expansion trend also extends to the food and beverage sector. Chinese brands such as Cotti, Mixue, and Luckin Coffee are reportedly planning expansions into Europe, aiming to compete with established international providers in the coffee and tea markets.