Nothing, the London-based tech firm co-founded by Carl Pei, revealed during its Quarterly Community Review that it is launching a sub-brand aimed at providing value for budget-friendly users. The new brand, CMF by Nothing, is expected to be launched within the next few months alongside its first products: a pair of earbuds and a new smartwatch released under the CMF by Nothing, a sub-brand.
The primary objective of CMF by Nothing is to produce low-priced gadgets, focusing on offering budget-friendly options for smartwatches and earbuds.
CMF By Nothing, A Sub Brand for Cheaper Ear Buds and Smart Watches
Despite being a relatively new player in the market, Nothing is already introducing this budget-conscious sub-brand. During the community update, Carl Pei emphasized that CMF by Nothing would introduce a range of products combining better design with affordability.
The first products set to launch later in 2023 are a pair of earbuds and a smartwatch. While specific details were not shared during the meeting, it’s clear that CMF by Nothing aims to alleviate financial burdens for users. Nothing’s main brand remains dedicated to premium products, leveraging efficient and advanced methods, while CMF focuses on “Color, Material, and Finish” with an emphasis on “Trusted quality,” “cool design,” “Good Colors,” and “Clean finishing,” all while keeping a low budget in mind.
Pei reiterated that Nothing would continue to prioritize its main product line, emphasizing quality as its main concern. Dedicated teams will oversee the operations related to CMF, ensuring that their primary products remain undistracted. Despite this, Pie’s ambition last year was to partner with other companies for collaborative projects. He believed convincing partners to collaborate became much easier by assisting them in their work.
Pei has a history of launching affordable sub-brands within tech companies. Notably, while he was still at OnePlus, he kickstarted the Nord sub-brand, which has since grown to include multiple phones, earbuds, and smartwatches.
Nothing has always been in favor of releasing budget-friendly devices, positioning itself as a trademark for perfect lifestyle products with elegant designs and innovative use of the latest technologies. Now, with the introduction of CMF by Nothing, they continue to uphold this principle.
Pei suggests that CMF’s focus on offering reasonably priced designs will not diminish the Nothing brand proper’s commitment to delivering the highest-end products with top-notch performance and the latest technology.
