Nothing’s first phone was just launched a few months ago, but that hasn’t stopped the firm from creating a real store presence. Nothing Store will launch its first location on 4 Peter Street in London’s fashion-forward Soho area “before Christmas” this year. The brand promises a “boutique” experience rather than the typical computer store experience and boasts aesthetic touches inspired by traditional chains such as Italy’s Olivetti.
Nothing’s current modest selection, including the Phone 1, Ear 1, and forthcoming Ear Stick, will be available at the shop. To no one’s surprise, there will be incentives to line up on the opening day, including free merch and the opportunity to purchase one of 100 limited edition Ear Sticks.
The shop is a risk for a two-year-old business competing against audio and mobile giants, some of whom have far bigger retail presences (such as Apple and Samsung). While Nothing’s shop will be small, it will be located in one of London’s more upscale neighborhoods. Whereas the city’s average retail rent is £64 per square foot, Soho’s is believed to be a little around £150. That’s a lot of money to spend when you don’t know how people will react.
Mind you, this method is not new. Apple has long concentrated on creating storefronts in high-traffic (and often famous) areas to attract buyers who would not otherwise peruse technology, and other firms have followed suit. Nothing Stores could conceivably make the brand more identifiable, let alone cement its reputation as a fashionista.
