Global online retailer LightInTheBox Holding has signed a strategic distribution agreement with Xiaomi to sell its technology products in North America.

It is Xiaomi’s first cross-border e-commerce distribution partnership in the region, and customers buying its products through LightInTheBox platforms will receive local customer support from Xiaomi.

Founded in 2010 by entrepreneur Lei Jun, Xiaomi is based on the vision “innovation for everyone”.

The Beijing-based company incorporates customer feedback into its product range, which includes Mi and Redmi smartphones, TVs and set-top boxes, routers and Mi Ecosystem products including smart home products, wearables and other accessories. Xiaomi has a presence in more than 70 countries and regions.

With its headquarters in Beijing, LightInTheBox websites and mobile applications are available in 23 languages and cover more than 80 per cent of global internet users.