Nothing might solely have been round for a brief couple of years, however the startup is already launching an reasonably priced sub-brand. Talking in the course of the firm’s newest neighborhood replace, Nothing CEO Carl Pei stated that the corporate’s new “CMF by Nothing” model goals to supply “a brand new vary of merchandise that make higher design extra accessible.”
The primary pair of merchandise carrying the branding might be a brand new pair of earbuds and a smartwatch. Each will arrive later this yr, with extra particulars promised within the coming months. In case you’re questioning, “CMF” apparently stands for “Shade, Materials, and End” in reference to the design philosophy of an analogous title. Whereas the principle Nothing model will give attention to “design innovation” that’s “premium” and makes use of the “newest know-how,” Pei says that CMF by Nothing will apparently function “clear design” that’s “accessible” and presents “trusted high quality.”
“Premium” Nothing vs “Accessible” CMF by Nothing. Picture: Nothing
In immediately’s video, Pei didn’t provide many clues about how Nothing is entering into this many merchandise and product classes so shortly, noting solely that “CMF by Nothing is run by a separate workforce inside Nothing to make sure that there’s no distraction from our fundamental merchandise.” However once I interviewed the CEO early final yr, Pei was open about his ambitions to associate with different firms to co-develop merchandise, successfully working as exterior shopper tech consultants to assist clear up design, provide chain, and engineering challenges. “I believe we’ve a a lot simpler time convincing companions as a result of we assist them do a number of the work that they will’t do themselves,” Pei stated on the time.
Pei has a historical past of launching reasonably priced sub-brands inside present tech firms. Certainly one of of the final main tasks he labored on whereas nonetheless at OnePlus was kickstarting its Nord sub-brand, whose vary has since expanded to incorporate a number of telephones, earbuds, and even a smartwatch.
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