# Nothing Expands U.S. Retail Presence Through Target Partnership Nothing's wireless audio products are now available at Target stores nationwide. - **Source:** [Phandroid](https://brifing.si/source/7a80c861-330a-49a9-b9f0-4baa7db6e186) - **Published:** 2026-11-12 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/db8ea7ff-ecc8-4986-aed1-be9c25d13bb6 ## Nothing Expands Retail Footprint Nothing is scaling its United States retail presence through a strategic partnership with Target. This collaboration brings the company's wireless audio portfolio to both Target.com and select physical store locations nationwide. The rollout begins immediately and will continue through early December, ensuring product availability for the upcoming holiday shopping season. ## Strategic Focus on Audio CEO Carl Pei identifies the United States as a critical growth market for the brand. The company is prioritizing its audio hardware to drive this expansion, positioning these devices at the center of its North American strategy. By leveraging Target's extensive retail network, Nothing aims to increase its accessibility to a broader consumer base. ## Product Portfolio and Exclusives Shoppers can access various audio devices, including the Headphone (1), Headphone (a), and CMF Headphone Pro models. The selection also features wireless earbuds like the Ear (3), Ear (3a), and CMF Buds Pro 2. Furthermore, Target.com will offer exclusive color options for these products that are not available through other retail channels. ## Significant Market Growth Metrics The partnership marks a major milestone for Nothing's operations in North America. The United States currently represents the company's largest market for audio and wearable technology. This expansion follows a recorded 110% year-on-year growth in U.S. audio units shipped during 2025, highlighting a strong upward trend in consumer demand for their devices. ## Implications for Market Positioning By entering Target stores, Nothing shifts from a niche online brand to a mainstream retail competitor. This move directly challenges established audio manufacturers by placing their hardware in high-traffic physical locations. Future success will depend on whether this retail visibility translates into sustained market share gains against larger, more entrenched industry incumbents. ## Sources covering this story - https://phandroid.com/2026/11/12/nothings-wireless-audio-tech-hits-target-stores-just-in-time-for-the-holidays/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._