London-based consumer electronics maker Nothing is expanding its physical retail footprint with its first store in India, underscoring the country’s importance to the company’s long-term hardware strategy. The new location, situated in Bengaluru, marks Nothing’s first standalone retail space outside the U.K. and reflects India’s position as the brand’s largest and fastest-growing market.
Founded by Carl Pei, Nothing has built its reputation on transparent design and mid-range smartphones aimed at style-conscious buyers. India has played a central role in that growth. According to data previously cited from IDC, the company crossed 2% smartphone market share in the country and recorded 85% year-over-year shipment growth in the second quarter of 2025. While that figure remains modest compared to market leaders, it signals that Nothing has carved out a recognizable niche in a highly competitive environment dominated by global and domestic brands.
The Bengaluru store spans two floors and is designed to function as both retail space and brand showcase. Customers can purchase smartphones, audio products, and merchandise, with select items available for customization. The layout incorporates factory-inspired elements, including mock production lines and demonstrations of hardware durability testing, such as USB port stress checks and water resistance simulations. The concept leans into transparency and product engineering, themes that have shaped Nothing’s marketing from the outset.
Alongside core products from Nothing, the store will also feature devices from CMF, the company’s more affordable sub-brand. CMF operates with a broader mass-market focus and is headquartered in India through a joint venture with local manufacturer Optiemus. While both brands share design oversight, they target different price bands and consumer segments, with CMF positioned as an entry point into the ecosystem.
India has become an increasingly important battleground for hardware makers investing in experiential retail. Companies are using flagship locations to strengthen brand identity and build community engagement rather than relying solely on online sales or third-party distributors. Apple, for example, continues to expand its physical presence in the country and is preparing to open another store in Mumbai’s Borivali district. That broader shift suggests physical retail remains strategically relevant, particularly in markets where consumers value in-person demonstrations before purchasing electronics.
For Nothing, the India expansion follows significant fundraising activity. The company secured $200 million in Series C funding in 2025 at a $1.3 billion valuation, led by Tiger Global Management, bringing total capital raised to approximately $450 million. The new Bengaluru store can be seen as part of a broader effort to convert that funding into deeper market penetration and stronger brand visibility.
Nothing has indicated plans to open additional retail stores in Tokyo and New York, though timelines have not been disclosed. If those launches proceed, they would signal a move toward establishing a global flagship retail network, rather than limiting physical stores to select markets.
While one retail location will not significantly shift overall market share on its own, it reflects a measured step toward consolidating Nothing’s presence in India. In a market where brand recognition and after-sales trust often influence purchasing decisions, a permanent retail footprint may help reinforce the company’s long-term ambitions in consumer hardware.
