NOTHING TO SPIN OFF CMF BRAND INTO SEPARATE COMPANY

London-based smartphone maker Nothing has announced plans to spin off its affordable CMF brand into a standalone company, marking a significant shift in strategy for the young tech firm.

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The move comes as Nothing, founded in 2020 by Carl Pei, looks to sharpen its focus on premium devices while allowing CMF to carve out its own identity in the budget-friendly market.

WHAT THE SPINOFF MEANS

CMF, which stands for “Color, Material, Finish,” was introduced in 2023 as Nothing's sub-brand aimed at delivering minimalist, design-conscious products at lower price points. Since its launch, CMF has released smartwatches, earbuds, and accessories that echo Nothing's aesthetic philosophy but without the higher-end specifications or pricing of flagship products like the Nothing Phone (2) or the recently launched Phone (2a).

By spinning CMF into its own company, Nothing is signaling that it sees potential for the brand to scale independently, competing directly with affordable device makers such as Realme, Xiaomi’s Redmi, and Samsung's Galaxy A-series.