Nothing Creates New Sub-Brand Focused on Affordable Devices

Nothing’s first flagship phone in the US starts at $599. But for users on a budget, the company is preparing to release more affordable products through a new sub-brand called CMF. 

On Thursday, Nothing CEO Carl Pei, a OnePlus co-founder, announced the new brand to address the lower-end electronics market, where he says quality products remain scarce.  

“Currently, when you look at the value segment within the technology sector, there just isn’t a lot to get excited about. Good quality seems like a false promise,” he said(Opens in a new window) in a YouTube video. 

(Credit: Nothing)

Products in the CMF brand will offer a “clean” and “timeless” design, along with a strong user experience. But the products will be “more accessibly priced so that more people can get access to our ecosystem,” Pei said. “And it’s going to feature quality that’s very hard to find in this price segment.” 

(Credit: Nothing)

In contrast, Nothing-branded products will focus more on innovative, premium features and the latest technologies while charging a higher price. “CMF by Nothing is run by a separate team within Nothing to ensure that there’s no distraction from our main products,” he added. 

Although Pei didn’t have any CMF products to show off in the video, he did say the new sub-brand will launch its first devices, a smartwatch and earbuds, later this year. The announcement suggests CMF will compete with OnePlus’ Nord brand, which is also focused on affordability.  

Nothing was founded in October 2020. In June, it secured an additional $96 million in funding to fuel its expansion and support R&D. Nothing says it now has 450 employees across the globe.