CEO Carl Pei unveiled Nothing’s latest venture, a sub-brand named CMF by Nothing. This sub-brand acronym stands for “Color, Material, and Finish” and is dedicated to producing budget-friendly, meticulously designed items. The inaugural offerings from this new brand comprise a set of earbuds and a smartwatch, both slated for release later this year.
Pei underlined that the new sub-brand is designed to “make better design more accessible to a wider group of consumers.” He emphasized that the elegance of well-crafted design shouldn’t remain the privilege of luxury items alone, and he envisions CMF by Nothing as the bridge to actualize this aspiration.
Production of CMF by Nothing products will take place in India, boasting a more cost-effective price range compared to the primary Nothing brand’s lineup. Nevertheless, Pei affirmed that the CMF products will uphold elevated standards of quality and mirror the same design-centric philosophy synonymous with other Nothing offerings.
I’m excited to see what CMF by Nothing comes up with. I think it’s a great idea for Nothing to create a sub-brand that focuses on affordable, well-designed products. There’s a lot of demand for these types of products, and I think the new brand is well-positioned to succeed. More details will be released in the coming months.