Hustler Words – Nothing, the innovative hardware firm backed by investment giant Tiger Global, has officially inaugurated its inaugural physical retail presence in India, strategically choosing Bengaluru for this significant milestone. This two-story experiential store marks a pivotal moment for the company, as India represents its largest market and a concentrated hub of its dedicated user base.
The meticulously designed space aims to immerse visitors in the brand’s unique philosophy and product ecosystem. Beyond offering the full range of Nothing’s hardware and exclusive merchandise for purchase, the store provides customization options and an interactive journey through the brand’s origins. Carl Pei, co-founder and CEO, described the vision: "We wanted to create a fun space, inspired by all the parts that are related to the brand." He elaborated on elements like a simulated production line and displays showcasing rigorous product testing, such as USB port durability and water resistance, designed to bring the "world together" for consumers.
This new retail outpost will also prominently feature products from CMF, Nothing’s budget-friendly sub-brand, which was spun off last year. CMF’s operations are notably headquartered in India, benefiting from a strategic joint venture with Optiemus, a local Indian original design manufacturer (ODM). Pei further clarified the distinct market positioning of the two brands: "Nothing is more niche with a higher price. CMF is more [targeted towards] mass." He emphasized that CMF products, while accessible, receive the same meticulous care in design and development, differentiating them from generic "off-the-shelf rebrand products" often found in that price segment.
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India’s pivotal role in Nothing’s global strategy is underscored by its impressive market performance. According to analyst firm IDC, Nothing secured over 2% of the smartphone market share in India last year. Furthermore, the brand was identified as the fastest-growing in the country during Q2 2025, demonstrating an exceptional 85% year-over-year growth in shipments. This aggressive expansion into physical retail aligns with a broader industry trend, as other major hardware manufacturers, including Apple, continue to bolster their brick-and-mortar presence in the burgeoning Indian market. Apple, for instance, is poised to open its sixth store in the country this month, located in Borivali, Mumbai.
The Bengaluru store represents Nothing’s first retail venture outside of London, where the company maintains its headquarters. Looking ahead, the company has revealed plans for further global expansion with new stores slated for Tokyo and New York, though specific timelines for these openings have yet to be disclosed. This ambitious growth trajectory follows a successful Series C funding round last year, which saw Nothing raise $200 million at a $1.3 billion valuation. The round was led by Tiger Global, with significant contributions from investors including GV, Highland Europe, EQT, Latitude, I2BF, and Tapestry, bringing Nothing’s total funding to date to an impressive $450 million, as reported by hustlerwords.com.
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