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.
