Nothing to open its first physical store in London

The retail space will be located on Peter Street in London's Soho district.

The tech startup Nothing, which presented its first smartphone this summer, is preparing to open its first physical store in London. The opening will take place in November and will coincide with the market launch of the new Nothing Ear (stick) device.

The retail space will be located on Peter Street in London's Soho district, close to the flagship Supreme and other fashion brands. The store will not look like other monostores selling tech. Its design will be more reminiscent of a fashion boutique like Olivetti in Italy. This is how the founder of fashion tech startup Carl Pei sees the brand's retail concept.

"Opening our first store in the UK is a huge milestone for Nothing. Following the successful launch of Ear (1) and Phone (1), it's the perfect time to shake things up again and offer our community a space where they can engage with each other and our products. To do this in our home market, in the heart of Soho - the home of innovative design - makes perfect sense," said Nothing GM Ryan Latham.

In the best traditions of fashion brands, Nothing will launch a marketing campaign to celebrate the store's opening. The first hundred Ear (stick) customers will receive free merch - sweaters and T-shirts. All three products of the British brand will be available in the store from the moment of opening.

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