Xiaomi is steadily expanding its presence in the European home appliance market, with its latest move bringing the connected Mijia Front Load Washer Dryer Pro 9kg to the United Kingdom for a price of £600 ($752). This launch is part of a broader strategy that saw Xiaomi introduce its major appliances to European countries like Germany, France, and the Netherlands starting in late 2025. By offering a product packed with smart features at a competitive price, Xiaomi is directly challenging established players in the region.
An All-in-One Smart Laundry Solution
At its core, this is a front-loading washing machine with a 9 kg capacity that also functions as a dryer, aimed at consumers who value space and convenience. It supports a range of programs, including a 36-minute ‘smart’ wash cycle and a shorter 12-minute cycle for small loads. Xiaomi also states that the machine can wash and dry a 3 kg load in approximately three hours. A key feature is its use of steam, which the company claims can eliminate up to 99.99% of bacteria, a common standard in this product category. The appliance also boasts a Class A energy efficiency rating for its washing cycles.
Advanced Features and Smart Integration
Where Xiaomi aims to stand out is with its smart functionality. Through the Xiaomi Home app, users can remotely start or pause laundry cycles, check the remaining time, schedule washes, and receive firmware updates. Voice control via Google Assistant and Amazon Alexa is also supported. A significant advantage is the automatic dosing system, which can hold two different cleaning products simultaneously. The machine intelligently adjusts the amount of detergent based on the selected program and the size of the load.
Another notable feature is the self-cleaning system. Washer-dryer combos are known for accumulating lint and detergent residue, which can be difficult to maintain. Xiaomi’s model uses high-pressure water to rinse parts of the drying system and periodically cleans the drum and detergent drawer at high temperatures, reducing the need for manual upkeep.
Market Context and Future Outlook
The European smart appliance market is on a significant growth trajectory, projected to expand from $42.8 billion in 2025 to $96.4 billion by 2031. This growth is driven by increasing consumer demand for convenience, energy efficiency, and integrated smart home ecosystems. Xiaomi’s entry into this market with aggressively priced, feature-rich products positions it as a serious competitor to established brands like Samsung, LG, Bosch, and Siemens.
Xiaomi’s strategy mirrors its success in the smartphone market: offering high-end features without the premium price tag. The launch of the Mijia Washer Dryer Pro in the UK is a clear signal of the company’s ambition to become a key player across the entire smart home landscape, moving far beyond mobile devices. As consumers increasingly adopt connected technologies, Xiaomi’s established ecosystem could provide a compelling advantage, potentially disrupting the traditional home appliance market in Europe.
