Nothing, despite its young age in the technological landscape, is already making great strides with the launch of an affordable sub-brand. During the last interaction with the community, Carl Pei, the head of Nothing, revealed that the newborn brand “CMF by Nothing” aims to propose “an innovative series of products that democratize quality design“. Let's see the details together.
Here is "CMF by Nothing", the first sub-brand of the homonymous company which aims to give accessible devices
The first items that will bear the brand logo will be a set of brand new headphones and a smartwatch Both are planned for maintenance of the year, with promises of more details in the months to come. For those wondering, "CMF" is the acronym of "Color, Material and Finish“, a reference to the well-known design philosophy. While parent brand Nothing will focus on design innovation that is luxurious and leverages cutting-edge technology” Pei says CMF by Nothing will stand out for its essential design which is within everyone's reach and guarantees a "quality of trust".
Read also: 3 Reasons Nothing Phone (2) Isn't Better Than Phone (1)
In the presentation video, Pei didn't provide much insight into how Nothing is so rapidly expanding its range of products and categories, only emphasizing that "CMF by Nothing is managed by an autonomous team within Nothing to ensure there are no distractions from our core products“. But in an interview last year, Pei opened up about hers ambitions to collaborate with other companies to co-develop products, effectively acting as external consumer technology consultants to help overcome design, supply chain and engineering challenges. “I think we have a much easier time convincing partners because we help them do a lot of the work they can't do themselves“, Pei said at the time.
Pei has a history of launching budget sub-brands within existing tech companies. One of his last big projects while still at OnePlus was starting his own sub-brand Nord, whose range has since expanded to include more smartphones, headphones and even a smartwatch.
