A store that sells Nothing will open in London this year

Nothing solely simply launched its first cellphone months in the past, however that is not stopping the corporate from establishing a bodily retail presence. The corporate is opening its first Nothing Retailer on 4 Peter Avenue in London’s fashion-oriented Soho neighborhood someday “earlier than Christmas” this yr. The corporate is promising a “boutique” relatively than the same old tech store expertise, and touts design thrives impressed by basic chains like Italy’s Olivetti.

The shop will supply all of Nothing’s at present small lineup, together with the Cellphone 1, Ear 1 and upcoming Ear Stick. To nobody’s shock, there can be incentives to line up for opening day — you may get free merch and purchase considered one of 100 restricted version Ear Sticks.

The shop is a chance for a two-year-old startup competing in opposition to heavyweights in audio and cell, a few of which (akin to Apple and Samsung) have a lot bigger retail presences. Whereas Nothing’s retailer will not be huge, it is also sitting in one of many posher elements of London. The place the common retail lease within the metropolis is about £64 per sq. foot, Soho’s is estimated at just below £150. That is so much to spend when it is unclear how clients will reply.

This technique is acquainted, thoughts you. Apple has lengthy targeted on opening shops in high-traffic (and generally iconic) areas to catch the eyes of consumers who would not in any other case browse know-how, and different corporations have used comparable approaches. Nothing Shops may theoretically make the model extra recognizable, to not point out reinforce its style-oriented picture.

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