Nothing growth playbook

Make each store's default language its local one (German on de, Japanese on jp, Spanish on es and mx), or give every language its own URL (/en/ and /de/ on the same store) and point hreflang at the matching one. Set <html lang>, the title and the meta description per language. Then check each locale with Search Console's URL inspection and watch impressions by country.

The 50-domain, 10-language setup the DTC team built is already there; this makes it visible to search. Local-language titles win clicks for product and launch searches in exactly the markets where Nothing is fighting Samsung, Apple and Pixel.

[ ] Request with no Accept-Language returns the local language
[ ] <html lang> matches the page language
[ ] Title and meta description translated
[ ] hreflang points to a URL that serves that language
[ ] x-default points to the global or UK store
[ ] Search Console URL inspection shows the local language
[ ] Language switcher keeps English one click away

• Expats prefer English

  Keep the switcher and remember the choice in a cookie.

• A ranking dip during the change

  Ship one store first (de) and watch two weeks before the rest.

• Your websiteStore language, checked October 21, 2026: the store picker lists 57 storefronts (e.g. "Deutschland>>Deutsch / (EUR)", "日本>>日本語 / (JPY)", "México>>Español / (MXN)") and every page declares hreflang alternates such as de-de, fr-fr, ja-jp, ko-kr, es-mx, tr-tr and zh-tw. But a request with no Accept-Language header gets English: de.nothing.tech, fr, es, it, jp, kr, tw, th, tr and mx all return <html lang="en"> with English copy and the English meta description; the same de.nothing.tech URL returns German (<html lang="de">, "Studio-Präzision für unseren bisher fortschrittlichsten Kopfhörer") only when the browser asks for German.Source
• Google Search CentralGoogle's guide to locale-adaptive pages: if a site "returns different content based on the perceived country or preferred language of the visitor, Google might not crawl, index, or rank all your content for different locales", because "the crawler sends HTTP requests without setting Accept-Language in the request header". Google recommends "separate locale URL configurations" annotated with hreflang.Source
• HiringEcommerce Executive (London, posted September 9, 2026): DTC "run[s] direct commerce globally, owning the customer from first click to repeat purchase across more than 50 domains and over 10 languages". The role builds pages "across Nothing.tech and all regional storefronts", works "with regional teams to localise and adapt pages for their market, language and calendar", keeps "pricing and promos correct in every region", assists "with QA and testing of site changes", and supports "the weekly trading cadence" with GA4 reports. "As the site becomes the engine behind our growth, we're scaling how we build it."Source
• Your websiteHomepage (UK store at the root domain): Headphone (1) Pro launch, "On set with V, our new Global Brand Ambassador", Charli xcx battery film for Headphone (a), CMF Speaker M and S, and "Join the community: Get updates about products, events and offers". The footer links Nothing OS 5.0, Community, Club Nothing, Playground and Offers. /offers: bundle savings "up to 10% on earbuds or watches and 40% off accessories when you buy a Phone" and a Student Programme (5% off phones, 10% off audio and wearables).Source

Rebuild the sitemap from live, indexable URLs only: real sitemap files in the index, the ten landing pages moved into a pages sitemap, 404s removed, redirects replaced by their targets, and lastmod set from the content's real update time. Do it per store, and add a weekly check.

A clean sitemap gets new launch pages crawled faster, which matters when product pages go live on keynote day.

• Pages still linked internally

  Fix or redirect the links at the same time.

• Your websiteSitemap (checked October 21, 2026): the index lists three real sitemaps plus ten HTML pages (/club-nothing, /drops, /offers, /phone-3-upgrade, /llms.txt, /nothing-os and others) as if they were sitemap files. Of the 76 URLs in the pages sitemap, 24 return 404 (including /pages/about, /pages/drops, /pages/nothing-trade-in-terms and /pages/phone-1) and 9 redirect. Every product URL carries the same lastmod (the moment the file was generated).Source
• Your websiteProduct sitemap entries on the UK store include Phone (1) at £399 and Phone (2) at £699, "Aftersale Products" at £167.66, two insurance products whose URLs start "copy-of-", Mexico-only "MX Offline Exclusive" drops of Headphone (1) and Phone (3), and a London "#THE100 Drops Edition". /phone-3-upgrade says "Sorry, this offer is no longer available", and /drops still lists a 21 March (a) series drop.Source
• HiringEcommerce Executive (London, posted September 9, 2026): DTC "run[s] direct commerce globally, owning the customer from first click to repeat purchase across more than 50 domains and over 10 languages". The role builds pages "across Nothing.tech and all regional storefronts", works "with regional teams to localise and adapt pages for their market, language and calendar", keeps "pricing and promos correct in every region", assists "with QA and testing of site changes", and supports "the weekly trading cadence" with GA4 reports. "As the site becomes the engine behind our growth, we're scaling how we build it."Source

Output Product and Offer JSON-LD from Shopify data on each product page: name, brand (Nothing or CMF), images, GTIN, price and currency per store, availability, return policy and shipping details (free over £50, 30-day returns). Add ratings once reviews exist. Validate with the Rich Results Test and Merchant Center.

Price and stock in search results lift click-through on product searches, and the same data feeds free merchant listings and AI shopping answers.

• Wrong prices in markup

  Generate from the same source as the page price.

• Your websiteProduct pages: none of the 73 product URLs in the sitemap carries structured data (no JSON-LD or schema.org markup for product, price, availability or brand), and none shows customer ratings or reviews. Headphone (1) Pro is "£349", Phone (4a) Pro "£519". Every page repeats "Why buy on nothing.tech": free delivery over £50, 30-day returns, Klarna or PayPal at 0% interest, price match and a 24-month warranty. Phone (4a) Pro lists "Nothing OS with Essential AI tools".Source
• Competitor researchRivals' own UK stores: OnePlus ("Phones, Tablets and Wearables") ships product structured data and about 70 hreflang alternates on its UK homepage; the Google Store sells "Pixel series phones, the latest Pixel Watch, Fitbit". Apple and Samsung hold the US carrier shelf Nothing calls a "stale duopoly".See the research Source
• Your websiteStore language, checked October 21, 2026: the store picker lists 57 storefronts (e.g. "Deutschland>>Deutsch / (EUR)", "日本>>日本語 / (JPY)", "México>>Español / (MXN)") and every page declares hreflang alternates such as de-de, fr-fr, ja-jp, ko-kr, es-mx, tr-tr and zh-tw. But a request with no Accept-Language header gets English: de.nothing.tech, fr, es, it, jp, kr, tw, th, tr and mx all return <html lang="en"> with English copy and the English meta description; the same de.nothing.tech URL returns German (<html lang="de">, "Studio-Präzision für unseren bisher fortschrittlichsten Kopfhörer") only when the browser asks for German.Source

Serve /llms.txt as plain text (text/plain or text/markdown) with only the Markdown, keep it out of the HTML sitemap index, and add links to the current product lineup, Nothing OS and support. Update it at every launch.

AI assistants answer more and more "which phone should I buy" questions; a clean file gives them current facts in Nothing's own words.

• Outdated claims

  Date the file and review it every launch.

• Your websitenothing.tech/llms.txt is not a text file: it returns a 218 KB HTML page titled "llms.txt | Nothing | UK" with the full site menu, hreflang tags and the Markdown text inside it. The text says "By 2024, Nothing surpassed $1 billion in lifetime sales, selling over 7 million devices globally".Source
• Your websiteSitemap (checked October 21, 2026): the index lists three real sitemaps plus ten HTML pages (/club-nothing, /drops, /offers, /phone-3-upgrade, /llms.txt, /nothing-os and others) as if they were sitemap files. Of the 76 URLs in the pages sitemap, 24 return 404 (including /pages/about, /pages/drops, /pages/nothing-trade-in-terms and /pages/phone-1) and 9 redirect. Every product URL carries the same lastmod (the moment the file was generated).Source

For each old or foreign item, choose: keep (with a clear "newer model" banner linking to the successor), redirect to the successor, or noindex if it is market-only. Rename "copy-of-" URLs. Expired offers redirect to /offers.

Old model pages often hold years of links and rankings; pointing them at today's range turns that traffic into sales.

• Support traffic for old models

  Keep support links on kept pages.

• Your websiteProduct sitemap entries on the UK store include Phone (1) at £399 and Phone (2) at £699, "Aftersale Products" at £167.66, two insurance products whose URLs start "copy-of-", Mexico-only "MX Offline Exclusive" drops of Headphone (1) and Phone (3), and a London "#THE100 Drops Edition". /phone-3-upgrade says "Sorry, this offer is no longer available", and /drops still lists a 21 March (a) series drop.Source
• Your websiteSitemap (checked October 21, 2026): the index lists three real sitemaps plus ten HTML pages (/club-nothing, /drops, /offers, /phone-3-upgrade, /llms.txt, /nothing-os and others) as if they were sitemap files. Of the 76 URLs in the pages sitemap, 24 return 404 (including /pages/about, /pages/drops, /pages/nothing-trade-in-terms and /pages/phone-1) and 9 redirect. Every product URL carries the same lastmod (the moment the file was generated).Source
• Your websiteHomepage (UK store at the root domain): Headphone (1) Pro launch, "On set with V, our new Global Brand Ambassador", Charli xcx battery film for Headphone (a), CMF Speaker M and S, and "Join the community: Get updates about products, events and offers". The footer links Nothing OS 5.0, Community, Club Nothing, Playground and Offers. /offers: bundle savings "up to 10% on earbuds or watches and 40% off accessories when you buy a Phone" and a Student Programme (5% off phones, 10% off audio and wearables).Source

Rebuild the live /pages/ that matter (student programme, sustainability, Soho store, product data, accessibility, ASHA support) as pages in the main storefront, redirect the old URLs and retire the old theme.

One design and one cart means fewer lost sessions and fewer places to update prices and promos in every region.

• Forms tied to the old theme

  Rebuild support forms before redirecting them.

• Your websitePages under /pages/, such as the sustainability page and the student programme, are served by an older storefront theme: "You are using an outdated browser" notice, a different menu ("Phones Audio Watches CMF Community Support"), its own cart and a region picker. The sustainability page says Phone (3) is "Built with 17.6% recycled materials across 53 components" with "a total carbon footprint of 53.2 kg CO2e".Source
• Your websiteHomepage (UK store at the root domain): Headphone (1) Pro launch, "On set with V, our new Global Brand Ambassador", Charli xcx battery film for Headphone (a), CMF Speaker M and S, and "Join the community: Get updates about products, events and offers". The footer links Nothing OS 5.0, Community, Club Nothing, Playground and Offers. /offers: bundle savings "up to 10% on earbuds or watches and 40% off accessories when you buy a Phone" and a Student Programme (5% off phones, 10% off audio and wearables).Source
• HiringEcommerce Executive (London, posted September 9, 2026): DTC "run[s] direct commerce globally, owning the customer from first click to repeat purchase across more than 50 domains and over 10 languages". The role builds pages "across Nothing.tech and all regional storefronts", works "with regional teams to localise and adapt pages for their market, language and calendar", keeps "pricing and promos correct in every region", assists "with QA and testing of site changes", and supports "the weekly trading cadence" with GA4 reports. "As the site becomes the engine behind our growth, we're scaling how we build it."Source

Review email authentication for all sending services (Klaviyo, Google Workspace and support tools) and keep policies at enforcement. Add BIMI later so the logo shows in inboxes.

Authenticated mail protects customers and inbox placement, and BIMI makes launch emails stand out.

• Legitimate mail blocked

  Check each sender before changing a policy.

• DNS checkPublic email authentication records reviewed October 21, 2026. Klaviyo sends newsletter and launch emails on the nothing.tech domain.Source

Collect verified reviews by email two weeks after delivery, show them per product and per store language, and feature reviewer and press quotes on launch pages. Add rating markup once there are enough reviews.

Reviews are one of the strongest conversion drivers in consumer electronics, and Nothing has millions of users to ask.

• Early negative reviews

  Reply publicly and fix the product notes.

• Your websiteProduct pages: none of the 73 product URLs in the sitemap carries structured data (no JSON-LD or schema.org markup for product, price, availability or brand), and none shows customer ratings or reviews. Headphone (1) Pro is "£349", Phone (4a) Pro "£519". Every page repeats "Why buy on nothing.tech": free delivery over £50, 30-day returns, Klarna or PayPal at 0% interest, price match and a 24-month warranty. Phone (4a) Pro lists "Nothing OS with Essential AI tools".Source
• Competitor researchRivals' own UK stores: OnePlus ("Phones, Tablets and Wearables") ships product structured data and about 70 hreflang alternates on its UK homepage; the Google Store sells "Pixel series phones, the latest Pixel Watch, Fitbit". Apple and Samsung hold the US carrier shelf Nothing calls a "stale duopoly".See the research Source
• HiringHead of Data: the data estate is "ERP, HRIS, Android/app telemetry, and a handful of bespoke trackers that have never been stitched together"; the job is to "Refactor and connect" them "into one coherent data layer" and find "where data moves the needle fastest" with product, supply chain, commercial and finance. Every post says Nothing is "sold in 40+ markets with millions of users worldwide".Source

Build one GA4 and Shopify dashboard with sessions, conversion, revenue, AOV and top products per store and per launch, plus alerts for stores whose conversion drops. Make it the first use case of the new data layer.

A shared view finds a broken store or a wrong price in hours instead of at the next trading meeting.

• Different definitions per region

  One metric dictionary.

• HiringEcommerce Executive (London, posted September 9, 2026): DTC "run[s] direct commerce globally, owning the customer from first click to repeat purchase across more than 50 domains and over 10 languages". The role builds pages "across Nothing.tech and all regional storefronts", works "with regional teams to localise and adapt pages for their market, language and calendar", keeps "pricing and promos correct in every region", assists "with QA and testing of site changes", and supports "the weekly trading cadence" with GA4 reports. "As the site becomes the engine behind our growth, we're scaling how we build it."Source
• HiringHead of Data: the data estate is "ERP, HRIS, Android/app telemetry, and a handful of bespoke trackers that have never been stitched together"; the job is to "Refactor and connect" them "into one coherent data layer" and find "where data moves the needle fastest" with product, supply chain, commercial and finance. Every post says Nothing is "sold in 40+ markets with millions of users worldwide".Source
• Your websiteStore language, checked October 21, 2026: the store picker lists 57 storefronts (e.g. "Deutschland>>Deutsch / (EUR)", "日本>>日本語 / (JPY)", "México>>Español / (MXN)") and every page declares hreflang alternates such as de-de, fr-fr, ja-jp, ko-kr, es-mx, tr-tr and zh-tw. But a request with no Accept-Language header gets English: de.nothing.tech, fr, es, it, jp, kr, tw, th, tr and mx all return <html lang="en"> with English copy and the English meta description; the same de.nothing.tech URL returns German (<html lang="de">, "Studio-Präzision für unseren bisher fortschrittlichsten Kopfhörer") only when the browser asks for German.Source

Write a daily script that reads each store's product prices, promo banners and offer pages, compares them with the planned price list, and flags differences, missing translations and dead links. Run it hourly on launch days.

It catches costly mistakes before customers do and frees the team for building pages.

• Alert noise

  Group alerts per store.

• HiringEcommerce Executive (London, posted September 9, 2026): DTC "run[s] direct commerce globally, owning the customer from first click to repeat purchase across more than 50 domains and over 10 languages". The role builds pages "across Nothing.tech and all regional storefronts", works "with regional teams to localise and adapt pages for their market, language and calendar", keeps "pricing and promos correct in every region", assists "with QA and testing of site changes", and supports "the weekly trading cadence" with GA4 reports. "As the site becomes the engine behind our growth, we're scaling how we build it."Source
• Your websiteStore language, checked October 21, 2026: the store picker lists 57 storefronts (e.g. "Deutschland>>Deutsch / (EUR)", "日本>>日本語 / (JPY)", "México>>Español / (MXN)") and every page declares hreflang alternates such as de-de, fr-fr, ja-jp, ko-kr, es-mx, tr-tr and zh-tw. But a request with no Accept-Language header gets English: de.nothing.tech, fr, es, it, jp, kr, tw, th, tr and mx all return <html lang="en"> with English copy and the English meta description; the same de.nothing.tech URL returns German (<html lang="de">, "Studio-Präzision für unseren bisher fortschrittlichsten Kopfhörer") only when the browser asks for German.Source
• Your websiteProduct sitemap entries on the UK store include Phone (1) at £399 and Phone (2) at £699, "Aftersale Products" at £167.66, two insurance products whose URLs start "copy-of-", Mexico-only "MX Offline Exclusive" drops of Headphone (1) and Phone (3), and a London "#THE100 Drops Edition". /phone-3-upgrade says "Sorry, this offer is no longer available", and /drops still lists a 21 March (a) series drop.Source

Open a waitlist on nothing.tech and in the Nothing X app, ask three qualifying questions (job, tools used today, device owned), invite cohorts in waves, and give each member a few invites. Measure invite-to-signup and signup-to-paid by segment.

Owners already trust the brand and have the device the subscription works with, so early cohorts give clean signal on fit and price.

• Hardware fans are not the paying audience

  Weight cohorts by job and current tools.

• HiringGrowth Lead, Subscription Products (Labs, London): "The next chapter is software you pay for - AI productivity products"; "a device and a subscription together". Year one is "deciding what the acquisition system should be": "Cohort selection for early access, the invite and referral mechanics, waitlist construction"; "Build the credibility layer ... reviewers, creators, the places our audience actually checks"; "Own acquisition analytics ... qualified signups by source and segment, channel CAC, referral coefficient, invite-to-purchase"; "Software launches ride alongside hardware moments."Source
• HiringProduct Manager, Subscription Products: own "pricing and packaging: architect the tiers, decide which features drive adoption for free and which are gated", make "willingness-to-pay a tested number rather than a hope", and "jointly own activation and free-to-paid conversion" with growth marketing; "shipping against launch dates set by hardware keynotes".Source
• Your websiteHomepage (UK store at the root domain): Headphone (1) Pro launch, "On set with V, our new Global Brand Ambassador", Charli xcx battery film for Headphone (a), CMF Speaker M and S, and "Join the community: Get updates about products, events and offers". The footer links Nothing OS 5.0, Community, Club Nothing, Playground and Offers. /offers: bundle savings "up to 10% on earbuds or watches and 40% off accessories when you buy a Phone" and a Student Programme (5% off phones, 10% off audio and wearables).Source
• Your websiteClub Nothing: a nightlife series "with our pick of electronic music disruptors"; "We're giving four music collectives $10,000 to host their biggest events yet". Drops: limited launches in London (Harrods), Bengaluru, Berlin, Zurich and Salzburg stores.Source

Add a "with Essential" option on phone pages: a free trial period included with the device, explained in one block, and an activation step in setup. Test trial length and price with willingness-to-pay experiments.

Bundling at purchase reaches every buyer at zero acquisition cost and gives the PM clean free-to-paid data.

• Trial feels like a hidden charge

  Clear terms and reminders before billing.

• HiringGrowth Lead, Subscription Products (Labs, London): "The next chapter is software you pay for - AI productivity products"; "a device and a subscription together". Year one is "deciding what the acquisition system should be": "Cohort selection for early access, the invite and referral mechanics, waitlist construction"; "Build the credibility layer ... reviewers, creators, the places our audience actually checks"; "Own acquisition analytics ... qualified signups by source and segment, channel CAC, referral coefficient, invite-to-purchase"; "Software launches ride alongside hardware moments."Source
• HiringProduct Manager, Subscription Products: own "pricing and packaging: architect the tiers, decide which features drive adoption for free and which are gated", make "willingness-to-pay a tested number rather than a hope", and "jointly own activation and free-to-paid conversion" with growth marketing; "shipping against launch dates set by hardware keynotes".Source
• Your websiteProduct pages: none of the 73 product URLs in the sitemap carries structured data (no JSON-LD or schema.org markup for product, price, availability or brand), and none shows customer ratings or reviews. Headphone (1) Pro is "£349", Phone (4a) Pro "£519". Every page repeats "Why buy on nothing.tech": free delivery over £50, 30-day returns, Klarna or PayPal at 0% interest, price match and a 24-month warranty. Phone (4a) Pro lists "Nothing OS with Essential AI tools".Source

Pick 50 productivity creators and reviewers by segment, give them early access six weeks before launch, a briefing, and a feedback channel. Track coverage, signups by creator link and sentiment.

Third-party proof converts in crowded software categories in a way brand claims cannot.

• Paid posts look like ads

  Disclose and prefer unpaid early access.

• HiringGrowth Lead, Subscription Products (Labs, London): "The next chapter is software you pay for - AI productivity products"; "a device and a subscription together". Year one is "deciding what the acquisition system should be": "Cohort selection for early access, the invite and referral mechanics, waitlist construction"; "Build the credibility layer ... reviewers, creators, the places our audience actually checks"; "Own acquisition analytics ... qualified signups by source and segment, channel CAC, referral coefficient, invite-to-purchase"; "Software launches ride alongside hardware moments."Source
• Your websiteHomepage (UK store at the root domain): Headphone (1) Pro launch, "On set with V, our new Global Brand Ambassador", Charli xcx battery film for Headphone (a), CMF Speaker M and S, and "Join the community: Get updates about products, events and offers". The footer links Nothing OS 5.0, Community, Club Nothing, Playground and Offers. /offers: bundle savings "up to 10% on earbuds or watches and 40% off accessories when you buy a Phone" and a Student Programme (5% off phones, 10% off audio and wearables).Source

Build a mobile-friendly staff hub: a three-minute demo script, short videos on the Glyph interface and Nothing OS, objection answers against Apple, Samsung and Pixel, and a sales incentive tracker. Give carrier stores a QR code to a carrier-specific product page.

Staff who can demo a phone in 60 seconds move it; the kit makes that repeatable across thousands of stores.

• Carriers control store content

  Co-brand and agree it with each carrier.

• HiringAccount Manager, North America Carrier (3-6 month consultancy): "breaking the stale duopoly of the North American carrier market" through "the rigorous lab certifications of AT&T, Verizon, and T-Mobile"; "Design and execute creative training modules and incentive programs that get carrier retail staff genuinely moving our products"; "securing hero device slots and hitting sell-through targets".Source
• Competitor researchRivals' own UK stores: OnePlus ("Phones, Tablets and Wearables") ships product structured data and about 70 hreflang alternates on its UK homepage; the Google Store sells "Pixel series phones, the latest Pixel Watch, Fitbit". Apple and Samsung hold the US carrier shelf Nothing calls a "stale duopoly".See the research Source
• HiringProduct Strategist, US (posted October 8, 2026): "bring the voice of the US consumer directly into how we build products", staying close to "customer feedback, online communities, retail and e-commerce channels" and turning "fragmented market signals into clear insights and actionable recommendations for global product teams".Source

Add a San Francisco page with opening hours, bookable product demos and events, collect emails at the door, and give visitors a store-only code tied to online purchases. Run one Club Nothing-style night a month.

Bookings and codes link visits to sales, and local events feed the US press and creator scene.

• Low footfall

  Partner with local creators for events.

• HiringStore Manager, San Francisco: runs "a hybrid brand showroom, retail space and workplace", executes "product launches, community moments, and press events", and does "routine outreach effort in San Francisco community and host brand events to elevate Nothing's local exposure".Source
• Your websiteClub Nothing: a nightlife series "with our pick of electronic music disruptors"; "We're giving four music collectives $10,000 to host their biggest events yet". Drops: limited launches in London (Harrods), Bengaluru, Berlin, Zurich and Salzburg stores.Source
• HiringProduct Strategist, US (posted October 8, 2026): "bring the voice of the US consumer directly into how we build products", staying close to "customer feedback, online communities, retail and e-commerce channels" and turning "fragmented market signals into clear insights and actionable recommendations for global product teams".Source

Each month, code a sample of US reviews, Reddit threads, support tickets and carrier feedback into themes, share the top five with product and marketing, and add answers to product-page FAQs.

Answering real objections where buyers decide lifts conversion and feeds the roadmap.

• Loud minority

  Weight by volume and buyer type.

• HiringProduct Strategist, US (posted October 8, 2026): "bring the voice of the US consumer directly into how we build products", staying close to "customer feedback, online communities, retail and e-commerce channels" and turning "fragmented market signals into clear insights and actionable recommendations for global product teams".Source
• HiringAccount Manager, North America Carrier (3-6 month consultancy): "breaking the stale duopoly of the North American carrier market" through "the rigorous lab certifications of AT&T, Verizon, and T-Mobile"; "Design and execute creative training modules and incentive programs that get carrier retail staff genuinely moving our products"; "securing hero device slots and hitting sell-through targets".Source
• Your websiteProduct pages: none of the 73 product URLs in the sitemap carries structured data (no JSON-LD or schema.org markup for product, price, availability or brand), and none shows customer ratings or reviews. Headphone (1) Pro is "£349", Phone (4a) Pro "£519". Every page repeats "Why buy on nothing.tech": free delivery over £50, 30-day returns, Klarna or PayPal at 0% interest, price match and a 24-month warranty. Phone (4a) Pro lists "Nothing OS with Essential AI tools".Source

Publish a "Nothing for business" page: bulk pricing tiers, Android Enterprise and device management, warranty and support, CMF for budget fleets, and two short customer stories. Route form answers by size.

Business buyers need answers before filling a form; a page turns curiosity into qualified enquiries.

• Channel conflict with resellers

  Offer reseller routing for small orders.

• Your websiteBusiness Sales Enquiries form: company size bands up to "5000+", industries (Education, Finance, Government, Healthcare, Hospitality, Manufacturing, Public Safety, Retail, Transportation) and a choice of brand (Nothing or CMF) and products. There is no page explaining business pricing, fleet management or bulk terms.Source
• Your websitecmf.tech redirects to the nothing.tech homepage, and /pages/cmf-store redirects too; CMF products live inside the Nothing store's /collections/cmf, with no CMF landing page in the sitemap.Source

Point cmf.tech at a CMF landing page (or /collections/cmf with its own story, range and prices), use it in CMF campaigns and searches, and track CMF revenue separately.

People searching for CMF want CMF; a landing page shortens their path and shows the range.

• Splitting the brand

  Keep the shared cart and account.

• Your websitecmf.tech redirects to the nothing.tech homepage, and /pages/cmf-store redirects too; CMF products live inside the Nothing store's /collections/cmf, with no CMF landing page in the sitemap.Source
• Your websiteHomepage (UK store at the root domain): Headphone (1) Pro launch, "On set with V, our new Global Brand Ambassador", Charli xcx battery film for Headphone (a), CMF Speaker M and S, and "Join the community: Get updates about products, events and offers". The footer links Nothing OS 5.0, Community, Club Nothing, Playground and Offers. /offers: bundle savings "up to 10% on earbuds or watches and 40% off accessories when you buy a Phone" and a Student Programme (5% off phones, 10% off audio and wearables).Source
• Your websiteProduct sitemap entries on the UK store include Phone (1) at £399 and Phone (2) at £699, "Aftersale Products" at £167.66, two insurance products whose URLs start "copy-of-", Mexico-only "MX Offline Exclusive" drops of Headphone (1) and Phone (3), and a London "#THE100 Drops Edition". /phone-3-upgrade says "Sorry, this offer is no longer available", and /drops still lists a 21 March (a) series drop.Source

Build a consented owner profile from Shopify orders across stores, Nothing X app pairing, product registration and Klaviyo. Trigger offers such as the existing phone bundle discount at the right time, and measure lifetime value by first product.

Repeat buyers in an ecosystem cost far less than new ones, and Nothing's bundle offers already reward them.

• Privacy expectations

  Clear consent and opt-out.

• HiringHead of Data: the data estate is "ERP, HRIS, Android/app telemetry, and a handful of bespoke trackers that have never been stitched together"; the job is to "Refactor and connect" them "into one coherent data layer" and find "where data moves the needle fastest" with product, supply chain, commercial and finance. Every post says Nothing is "sold in 40+ markets with millions of users worldwide".Source
• Your websiteHomepage (UK store at the root domain): Headphone (1) Pro launch, "On set with V, our new Global Brand Ambassador", Charli xcx battery film for Headphone (a), CMF Speaker M and S, and "Join the community: Get updates about products, events and offers". The footer links Nothing OS 5.0, Community, Club Nothing, Playground and Offers. /offers: bundle savings "up to 10% on earbuds or watches and 40% off accessories when you buy a Phone" and a Student Programme (5% off phones, 10% off audio and wearables).Source
• DNS checkPublic email authentication records reviewed October 21, 2026. Klaviyo sends newsletter and launch emails on the nothing.tech domain.Source

Run a permanent trade-in with instant quotes for Nothing and rival phones, credit at checkout, and upgrade emails to owners when their phone reaches two years. Localise per store.

A standing trade-in lowers the real price, brings back early fans and gives a reason to buy direct rather than at a retailer.

• Margin pressure

  Cap credit per model.

• Your websiteProduct sitemap entries on the UK store include Phone (1) at £399 and Phone (2) at £699, "Aftersale Products" at £167.66, two insurance products whose URLs start "copy-of-", Mexico-only "MX Offline Exclusive" drops of Headphone (1) and Phone (3), and a London "#THE100 Drops Edition". /phone-3-upgrade says "Sorry, this offer is no longer available", and /drops still lists a 21 March (a) series drop.Source
• Your websiteSitemap (checked October 21, 2026): the index lists three real sitemaps plus ten HTML pages (/club-nothing, /drops, /offers, /phone-3-upgrade, /llms.txt, /nothing-os and others) as if they were sitemap files. Of the 76 URLs in the pages sitemap, 24 return 404 (including /pages/about, /pages/drops, /pages/nothing-trade-in-terms and /pages/phone-1) and 9 redirect. Every product URL carries the same lastmod (the moment the file was generated).Source
• HiringHead of Data: the data estate is "ERP, HRIS, Android/app telemetry, and a handful of bespoke trackers that have never been stitched together"; the job is to "Refactor and connect" them "into one coherent data layer" and find "where data moves the needle fastest" with product, supply chain, commercial and finance. Every post says Nothing is "sold in 40+ markets with millions of users worldwide".Source

Launch a referral program for owners and community members: a personal link, a reward for both sides, and a leaderboard in the community. Give the best referrers early access to drops and Labs products.

Referrals from fans cost less than ads and fit Nothing's community-led brand.

• Fraud

  Pay rewards after the return window.

• News coverageNothing closed a $200 million Series C led by Tiger Global in September 2025 at a $1.3 billion valuation, planned its first AI-native devices for 2026 and said it would open another community funding round.Source
• Your websiteHomepage (UK store at the root domain): Headphone (1) Pro launch, "On set with V, our new Global Brand Ambassador", Charli xcx battery film for Headphone (a), CMF Speaker M and S, and "Join the community: Get updates about products, events and offers". The footer links Nothing OS 5.0, Community, Club Nothing, Playground and Offers. /offers: bundle savings "up to 10% on earbuds or watches and 40% off accessories when you buy a Phone" and a Student Programme (5% off phones, 10% off audio and wearables).Source
• HiringGrowth Lead, Subscription Products (Labs, London): "The next chapter is software you pay for - AI productivity products"; "a device and a subscription together". Year one is "deciding what the acquisition system should be": "Cohort selection for early access, the invite and referral mechanics, waitlist construction"; "Build the credibility layer ... reviewers, creators, the places our audience actually checks"; "Own acquisition analytics ... qualified signups by source and segment, channel CAC, referral coefficient, invite-to-purchase"; "Software launches ride alongside hardware moments."Source

Add a short "Made with" block on each phone and audio page: recycled share, footprint, packaging and repairability, linking to the report.

For a design-led brand, a visible footprint is a differentiator and answers a question many younger buyers ask.

• Green claims rules

  Use measured figures and link the method.

• Your websitePages under /pages/, such as the sustainability page and the student programme, are served by an older storefront theme: "You are using an outdated browser" notice, a different menu ("Phones Audio Watches CMF Community Support"), its own cart and a region picker. The sustainability page says Phone (3) is "Built with 17.6% recycled materials across 53 components" with "a total carbon footprint of 53.2 kg CO2e".Source
• Your websiteProduct pages: none of the 73 product URLs in the sitemap carries structured data (no JSON-LD or schema.org markup for product, price, availability or brand), and none shows customer ratings or reviews. Headphone (1) Pro is "£349", Phone (4a) Pro "£519". Every page repeats "Why buy on nothing.tech": free delivery over £50, 30-day returns, Klarna or PayPal at 0% interest, price match and a 24-month warranty. Phone (4a) Pro lists "Nothing OS with Essential AI tools".Source

Set long cache lifetimes for static assets, split unused JavaScript off the homepage and product pages, and add accessible names to icon buttons and links. Test on a mid-range Android on 4G before each launch.

A faster first view on launch day protects conversion when demand peaks, and accessible names help screen-reader users and AI agents that shop.

• Visual regressions

  Test key pages after each change.

• Google PageSpeedHomepage: real Chrome users see the main content in 2.3 s at the 75th percentile (good), with Interaction to Next Paint 140 ms and no layout shift, so visitors pass Core Web Vitals, and the origin's LCP is 19% faster than before. The mobile lab test is much slower (score 39, LCP 6.5 s); its top fixes are cache lifetimes (about 1.2 s, 776 KB) and unused JavaScript (622 KB). Accessibility flags buttons and links without accessible names.Source

Feature the best community Glyph patterns, widgets and wallpapers on phone pages each month, credit the makers, and link to the Playground. Run a monthly theme tied to launches.

User-made content shows what the product can do and keeps fans engaged between launches.

• Quality varies

  Curate strictly.

• Your websiteHomepage (UK store at the root domain): Headphone (1) Pro launch, "On set with V, our new Global Brand Ambassador", Charli xcx battery film for Headphone (a), CMF Speaker M and S, and "Join the community: Get updates about products, events and offers". The footer links Nothing OS 5.0, Community, Club Nothing, Playground and Offers. /offers: bundle savings "up to 10% on earbuds or watches and 40% off accessories when you buy a Phone" and a Student Programme (5% off phones, 10% off audio and wearables).Source
• Your websiteClub Nothing: a nightlife series "with our pick of electronic music disruptors"; "We're giving four music collectives $10,000 to host their biggest events yet". Drops: limited launches in London (Harrods), Bengaluru, Berlin, Zurich and Salzburg stores.Source