Nothing enters UAE in partnership with Sharaf DG

London-based consumer electronics brand Nothing has entered the UAE in a strategic partnership with Dubai-based technology products provider Sharaf DG. 

The company’s entry into the Mena region is forecast to propel the UAE smartphone adoption rate, which is predicted to reach 91 per cent by 2025, according to Statista.

Nothing’s decision to cover the region will further Nothing’s Phone (1) and Ear (stick) availability in every Sharaf DG store. 

Through this collaboration, Sharaf DG will offer premium service solutions for repairs and service warranties, while Nothing consumers can benefit from DG Help – Sharaf DG’s one-stop service destination.

CEO of Sharaf DG, Nilesh Khalkho, said: “We are excited to be joining hands with one of the most exciting tech companies of recent times and bringing Nothing products exclusively to our customers.

“We look forward to bringing an ecosystem of iconic and connected Nothing tech products to the region.”

Since its launch in 2020, Nothing has now sold more than 1,000,000 products worldwide. 

Nothing’s business lead for the Middle East, Rishi Kishor Gupta, said: “We are thrilled to work with Sharaf DG to offer customers top-notch service and a place where people can experience our products in UAE.

“Phone (1) has been one of the most anticipated smartphone launches in recent years and we had a lot of people that have been asking for its availability in the region. Today, I am very excited that we have finally made this happen with a leading partner.”

In December, the company opened its first retail space – Nothing Store Soho in London.

Launched in 2005, Sharaf DG leads the retail space with consumer discretionary products. The brand operates more than 21 stores in the UAE, Bahrain, Oman and Egypt.