"We wanted to create a fun space. It is kind of inspired by all the parts that are related to the brand. For instance, the factory: if you buy a product, there's like a production line where the product comes out. We also show machines where phones go through testing, like USB port testing or water resistance testing. So we just wanted to bring that world together,"
"Nothing is more niche with a higher price. CMF is more [targeted towards] mass. You know it's mass, but it's not like just off-the-shelf rebrand products that usually what occurs in this price point. They are also products that we put a lot of care into,"
Nothing, backed by Tiger Global, is opening its first retail store in India in Bengaluru, the company’s biggest market. The two-storied location will showcase Nothing products, CMF products, and other projects, allow hardware and merchandise purchases, and offer select item customization. The store design is inspired by factory production lines and testing machines, displaying production-line elements and equipment such as USB port and water-resistance testing. CMF, spun off last year and headquartered in India, operates via a joint venture with local ODM Optiemus and targets the mass market while Nothing targets a niche, higher-price segment. India represented over 2% smartphone market share for Nothing, with 85% year-over-year shipment growth in Q2 2025 per IDC. Other hardware makers, including Apple, are also expanding aspirational retail presence in India.
Read at TechCrunch
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