Nothing will open a physical store in London by the end of the year

The company will not be opening a store in London's Soho district before the Christmas season. There will be a store on Peter Street. Supreme has a store in London. The Ear Stick, Nothing's latest pair of earbuds, is due to be announced a day before the store opens.

Nothing has used pop-up locations to promote and sell products in the past, but this is the first time the company will have a permanent retail location. Nothing CEO Carl Pei has said in the past that his goal is for Nothing to compete with Apple, which has long operated a global network of stores to offer sales and servicing for its devices. The size and location of Nothing's first physical store, away from London's major shopping areas like Oxford Street, highlights the huge disparity in scale between it and the Apple company.

Ryan Latham, general manager of Nothing, said that after the success of Ear 1 and Phone 1, it was the right time to shake things up again and offer our community a space where they can engage with each other and our products. We are the only tech store in the area that is close to Supreme.