Nothing to Launch Debut Product With Selfridges

In a press release, Nothing announced a partnership with luxury UK retailer Selfridges, to launch its debut product ear (1).  Nothing’s ear (1) will be available at Selfridges London in its Smartech section and online when it releases this summer.

In the press release, Carl Pei explained that “Selfridges is an iconic shopping destination for us to launch ear (1)”. Pei goes on to explain that the “partnership will provide us with the platform to showcase Nothing’s uniquely designed tech to consumers who value quality and new ideas”.

We don’t know too much about Nothing’s debut product, the ear (1) earbuds. All we currently know is that the product will be a set of truly wireless earbuds. Pei has kept the company’s first product shrouded in mystery, but can promise that ear (1) will deliver a “pure sound experience”.

Nothing’s debut ear (1) earbuds were supposed to launch in June this year, but Nothing recently explained that this has been pushed back until later in the summer. This slight delay isn’t anything to worry about, these things happen with brand-new companies.

Selfridges’ Technology Buying Director, Martyn Stroud, added that the retailer is “excited to launch the highly anticipated Nothing ear (1) at Selfridges”. He also acknowledged that he wants Selfridges’ customers to “embrace tech that is innovative and iconic, so we look forward to unveiling it to them when the time comes”.

What Is Nothing?

Nothing is a new consumer tech brand launched in October of 2020 by OnePlus co-founder Carl Pei. Pei had previously left OnePlus before starting Nothing. Since being founded, Nothing has raised over $22 million in funding and additionally ran a successful crowdfunding campaign.

The company is on a mission to “remove the barriers between technology and people,” creating a seamless digital future. Nothing aims to create an ecosystem of connected devices with iconic designs, starting with true wireless earbuds.

The Most Luxury Launch of Nothing

Pei’s announcement comes as the most luxury launch of nothing we’ve ever seen. All jokes aside, launching a brand-new product in the UK’s most high-end retailer is not the most common launch strategy.

However, the anticipated ear (1) is certainly going to be spoken about with a luxury launch in Selfridges. And, the launch certainly fits with Nothing’s mysterious and wacky themes.

Image Credit: Nothing