Nothing opens first brick-and-mortar store in London

Source: Nothing

Nothing is bringing something to its home market. The tech startup is opening its first brick-and-mortar store in London's Soho district. The company has launched the Ear (1) and Phone (1) in the past year. And it's about to introduce another pair of earbuds soon. And we are expecting to see that in the store with an image of it blown up in its window with the words saying it'll be open "before Christmas."

The press release for this new store mentions how the Nothing storefront is down the road from a Supreme store, which speaks of founder Carl Pei's vision to create a brand that merges fashion with consumer tech. And it has been playing on this artificial scarcity product launch approach we typically see in sneaker culture. Speaking of which, the Nothing store will make available 100 numbered Ear (stick) earbuds.

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