Nothing is a newcomer brand to the smartphone industry, founded by OnePlus co-founder Carl Pei. The brand is highly ambitious, as its CEO always says his goal is to compete with Apple. Competing with Apple is a goal that most newcomers to the industry set for themselves. However, and after a while, they see the stern face of business and find out that competing with Apple is a lot of work.
Nothing opens its first physical store by the end of 2022
The Nothings physical store is far from London’s major shopping districts, including Oxford Street, Regent Street, and St James’s. This is while Apple currently has over 500 stores worldwide, most of which are located at the heart of the most expensive districts and malls. By the way, Nothing could arrange a successful launch for Phone 1 and Ear 1. Also, its CEO has enough experience competing in the market. According to Nothing general manager Ryan Latham, “Following the successful launch of Ear 1 and Phone 1, it’s the perfect time to shake things up again and offer our community a space where they can engage with each other and our products.” He added that, “Neighboured by iconic brands like Supreme, we have the unique position of being the only tech store in the area.” Launching a dedicated physical store will allow Nothing to establish itself in the market and promote its products directly to customers. The brand already used pop-up locations like fashion shows to advertise the products. The newest product from the company is Ear (Stick), which will go live tomorrow in India, and it’s said to offer the “most advanced sound experience yet.” The Ear (Stick) design is already leaked through renders. It’s evident that Nothing has not yet established itself in the market. For competing with big brands like Apple and Samsung, it needs to develop a thick skin.
