Nothing, a new consumer technology company founded by OnePlus co-founder Carl Pei, is just a couple of years old and has very limited products in the market. In fact, it has launched only two products so far — Ear (1) TWS earbuds and Phone (1) smartphone but that isn’t stopping the brand from making risky bets.

The company is all set to open its first Nothing Store in London in the coming weeks. The store will open “before Christmas” this year but no specific date is known yet.

The first Nothing Store will open on 4 Peter Street in London’s fashion-oriented Soho neighborhood. The company promises a boutique rather than a tech shop experience, with design flourishes inspired by classic chains like Olivetti.

The physical store will see the company’s own products, which include the Phone 1, Ear 1, and the upcoming Ear Stick. Those who visit the store on the first day will get free merchandise and can buy one of the 100 limited edition Ear Sticks.

It appears that instead of opening the physical store to sell its products, the company’s primary aim for the store is marketing. With the store in a high-traffic area and in one of the posh locations in London, Nothing is aiming for brand recognition and getting attention from people who wouldn’t actively browse technology. It is a bold strategy for a two-year-old startup with very limited products, that too in categories with very high competition.

RELATED:

• Nothing OS 1.1.6 update rolls out with Google AR Core support and September security patch
• Honor X6 with a 50MP main camera and Helio G25 chip launched in the UK for £149.99
• Nothing Ear (stick) earbuds design teased ahead of next week’s launch
• 1MORE Aero TWS earbuds with spatial audio, 42dB ANC launched
• Nothing Ear (2) true wireless earbuds’ design revealed through leaked renders

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