• Nothing CEO Carl Pei has announced that his company has developed a new sub-brand called CMF.
• CMF stands for “Color, Material and Finish”, he explained.
• The sub-brand will focus on more affordable devices including a smartwatch and earphones already in the works.

Nothing is working on something.

This according to its CEO Carl Pei, who shared details on some new developments during a Q2 2023 Community Update video, which you can watch below. Here Pei explained that Nothing has developed a new sub-brand that is focused on creating devices and accessories that would be more affordable for consumers.

The sub-brand is called CMF by Nothing, with CMF here standing for “Color, Material and Finish”, according to Pei. The offerings from this sub-brand are said to be “a new range of products that make better design more accessible.”

While no new products were revealed during the aforementioned Community Update, CMF does have two new devices currently in the works – namely a smartwatch and a pair of wireless earphones.

At the time of writing it is unclear whether CMF will also develop a smartphone at a more affordable price point. Pei did, however, state that the CMF by Nothing team would be spun up as an entirely new branch of the company and will not take any resources away from the main arm of the business.

How successful CMF will be remains to be seen, but Pei does have some experience in this arena, having launched the Nord sub-brand of OnePlus when he was still at that particular Chinese smartphone maker. As Engadget points out, the Nord brand is still going these days, which potentially bodes well for CMF.

Either way, we’re keen to see if both Nothing and CMF look to increase their presence and expand operations in other parts of the globe. You can purchase a Nothing Phone (1) locally from the likes of Vodacom (via Takealot), but the company does not seem to have any official presence setup in South Africa, or indeed any African country at this stage.

Hopefully that changes in future now that Nothing has enough momentum to get a sub-brand up and running.