2023-08-04 05:32:17
Carl Pei, Nothing’s CEO, announced in a “Community Update” video posted on YouTube that the company is launching a new sub-brand called CMF by Nothing, which will focus on low-cost electronics.
Nothing, the company behind the second-generation transparent LED-powered smartphone that has made an impression since its launch last month, has announced the creation of a new brand called CMF by Nothing. In a quarterly community update video, Carl Pei, co-founder and CEO of Nothing, explains that CMF by Nothing will focus on ” a new line of products that will make better design more accessible ».
This new brand is ultimately not really a surprise. Indeed, before directing Nothing, Carl Pei had founded OnePlus. The Chinese company had itself launched a “Nord” brand dedicated to affordable smartphoneslike other companies such as Redmi or Poco at Xiaomi.
CMF by Nothing will unveil low-cost electronics
In the video, Pei explains that CMF by Nothing products will share much of the same DNA as Nothing products, with both brands focusing on design and user experience. However, the difference between CMF and Nothing lies in the design philosophy and the prices.
According to Pei, many consumers have raised concerns about the prices of Nothing products. They also expressed their desire to see higher quality products accessible to people other than those who can afford high-priced items.
Pei explains that he wants CMF designs are “timeless” to attract more buyers towards the Nothing brand as a whole, in addition to offering quality ” very hard to find in its price segment. The main brand will offer “innovative design”, while CMF will offer “clean design”. It is therefore not known if this sub-brand will also release transparent electronic products, or if their design will be more traditional.
In terms of logistics, CMF by Nothing is managed by a separate team within Nothing so as not to distract from our core products “says Carl Pei. As for the name, it refers to the Colors, Materials, Finish in the industrial design process, or how a product feels and looks in the hands of users. Like the company logo, the logo still uses white dots. See you now in a few months to see the first products of this new brand arrive.
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