HMD Global, which has been producing phones under the Nokia brand for several years, will now also release devices under its own name.

HMD Global founder and CEO Jean-Francois Baril announced on LinkedIn that his company will release phones under its own brand name. HMD has been producing smartphones under the Nokia brand name for several years, such as the robust XR21.

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Baril clarifies that the HMD phones will be an addition to the portfolio. The own brand will therefore exist in line with the Nokia series. In addition, HMD will also enter into “exciting collaborations”, although Baril has not yet made it clear with whom.

The HMD founder also emphasizes that the company remains true to affordable and sustainable design. Baril even describes HMD as a pioneer in sustainability. The question immediately arises as to whether future users of HMD cell phones will be able to repair their devices, such as the Nokia G22, themselves.

Of course, HMD itself already has the necessary knowledge and infrastructure with the production of Nokia cell phones. Baril sums everything up neatly:

• Worldwide distribution
• Operational network
• Established in-house software
• Research and development department
• Extensive portfolio of business solutions
• Scalable eCommerce platform
• Experienced employees

This is of course a nice collection of assets. The only question is whether the world is waiting for another line of budget devices that don’t really benefit from the well-known brand name that Nokia ultimately still is.