Nothing announced it plans to open its first brick-and-mortar retail store in London's Soho district by Christmas this year. The store will be located at 4 Peter Street, between Gosh! comics and the London branch of fashion brand Supreme. The news of opening the store comes a day before Nothing announced its new pair of new earbuds: the Ear Stick, which of course will be sold in the store along with other devices.
In the past, Nothing used pop-up stores to promote and sell products, but this is the first time the company has had a permanent retail location. Nothing CEO Pei Yu has said in the past that his ambition is to let Nothing compete with Apple , which has long run a global store network that provides sales and services to its devices.
However, Nothing's first brick-and-mortar store is far from London's major shopping districts, such as Oxford Street , highlighting the huge gap in strength between it and iPhone manufacturers. "After the successful launch of Ear 1 and Phone 1, it's the perfect time to transform again, providing our community with a space to communicate with each other and contact our products. Nearby with iconic brands such as Supreme, we have a unique position as the only tech store in the region," said Ryan Latham, general manager of Nothing.
