Nothing solely simply launched its first telephone months in the past, however that is not stopping the corporate from establishing a bodily retail presence. The firm is opening its first Nothing Store on 4 Peter Street in London’s fashion-oriented Soho neighborhood someday “before Christmas” this 12 months. The firm is promising a “boutique” slightly than the same old tech store expertise, and touts design thrives impressed by basic chains like Italy’s Olivetti.

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

The retailer is a raffle for a two-year-old startup competing in opposition to heavyweights in audio and cellular, a few of which (comparable to Apple and Samsung) have a lot bigger retail presences. While Nothing’s retailer will not be massive, it is also sitting in one of many posher components of London. Where the average retail lease within the metropolis is about £64 per sq. foot, Soho’s is estimated at slightly below £150. That’s rather a lot to spend when it is unclear how clients will reply.

This technique is acquainted, thoughts you. Apple has lengthy centered on opening shops in high-traffic (and typically iconic) areas to catch the eyes of customers who would not in any other case browse know-how, and different firms have used related approaches. Nothing Stores might theoretically make the model extra recognizable, to not point out reinforce its style-oriented picture.