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  • Kyle Chua

Nothing Announces Affordability-Focused 'CMF by Nothing' Sub Brand

Updated: Dec 18, 2023

|Nothing is now looking to venture into the budget-friendly market with the launch of a new sub brand.

Nothing
Credit: Nothing

The London-based electronics maker announced in a community update video the launch of CMF by Nothing, which looks to bring "a new range of products that make better design more accessible".


CEO Carl Pei said that the sub brand would distinguish itself from its parent brand by focusing on "clean design" and "trusted quality" at affordable prices, instead of premium features and the latest technology.


“Currently, when you look at the value segment within the technology sector, there just isn’t a lot to get excited about,” said Pei. “Good quality seems like a false promise.” That’s why, CMF’s products, as he touts, would deliver "quality that's very hard to find" in the price segment.


While it's not said in the video, Nothing noted that CMF stands for “colour, material and finish", likely referring to its industrial design aesthetics.

CMF would be operating with its own team, so that it doesn't take anything away from Nothing's main products that include smartphones and earbuds, among others, Pei said. The tech executive is no stranger to the budget market. He previously helped launch the Nord sub brand for OnePlus, which continues to release the most well-received budget-friendly smartphones and wearables today.


Pei also said CMF's first products will be a smartwatch and a pair of earbuds, both of which are launching later this year. Not much else is known about the two except that they'll share Nothing's design-led philosophy and care for the user experience.


Nothing last month launched the Nothing Phone (2), a premium flagship that features a Snapdragon 8+ Gen 1 chipset, dual-50MP cameras and a 6.7-inch display, along with a curved, transparent back panel. That same month, the brand also released a black variant of the Ear (2) earbuds, which feature Hi-Res Audio certification and LHDC 5.0 technology.

 
  • Nothing has announced CMF by Nothing, a sub brand that looks to bring "a new range of products that make better design more accessible".

  • CEO Carl Pei said that the sub brand would distinguish itself from its parent brand by focusing on "clean design" and "trusted quality" at affordable prices, instead of premium features and the latest technology.

  • CMF would be operating with its own team, so that it doesn't take anything away from Nothing's main products.

  • Its first products will be a smartwatch and a pair of earbuds, both of which are launching later this year.

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