Nothing is on a mission to make beautiful tech accessible – starting with wireless earbuds, ear (1). Operating in a category where Apple holds 41% of the market with Airpods, the market was ripe for disruption.
To make consumers sit up and listen, we had two messages to deliver – style and functionality. Playing to the success of founder Carl Pei’s previous business – smartphone brand OnePlus – and product trials in the tech pages, we were able to win on tech before delivering on style with reviews in cult titles including HighSnobiety, Elle, Grazia and Shortlist.
In the first nine months of launch, the brand sold 530,000+ units, stealing market share from Apple and Samsung.