Hardware innovator Nothing has officially inaugurated its first retail store in India, marking a strategic expansion into its largest global market. Located in Bengaluru—a city housing a significant portion of the brand’s user base—the two-story facility serves as a physical touchpoint for both Nothing and its sub-brand, CMF.
An Immersive Brand Experience
The new retail space goes beyond standard product displays. According to CEO and co-founder Carl Pei, the store is designed to offer a “fun space” that reflects the company’s manufacturing DNA. Visitors can observe elements inspired by the production line, including machines that simulate the rigorous testing processes for Nothing devices, such as USB port durability and water resistance.
Beyond the interactive exhibits, the store allows customers to purchase hardware and merchandise, with options for select product customization.
Strategic Differentiation: Nothing vs. CMF
The store highlights the distinct market positioning of the company’s two brands. While the flagship Nothing line targets a niche, premium audience, CMF is designed for the mass market. Pei emphasized that CMF products are not generic rebrands but are crafted with the same level of design care as the premium offerings.
The CMF brand maintains deep roots in the region, headquartered in India and operating through a joint venture with the local ODM, Optiemus.
India as a Growth Engine
The decision to prioritize India follows significant market gains. Data from IDC indicates that Nothing secured over 2% of the Indian smartphone market share last year. Furthermore, the company was identified as the fastest-growing brand in the nation during Q2 2025, boasting an 85% year-over-year growth in shipments.
This expansion mirrors a broader trend among major hardware manufacturers. For context, industry giants like Apple continue to scale their footprint in the region, with plans to open their sixth Indian store in Mumbai’s Borivali suburb this month.
Global Roadmap and Funding
While Bengaluru marks the first retail location outside of the company’s London headquarters, it is only the beginning of a global rollout. Nothing has announced intentions to open additional stores in Tokyo and New York, though specific timelines for these launches remain unconfirmed.
The company’s retail ambitions are supported by a robust financial foundation. Following a $200 million Series C funding round led by Tiger Global, which brought the company’s valuation to $1.3 billion, Nothing has successfully raised a total of $450 million to date to fuel its continued growth.