Although OnePlus initially only sold premium devices, it has had great success in the mid-range category with its Nord branding. Now, it looks like the company is considering deactivating Nord as a separate brand.

By TheMobileHintThe Chinese smartphone maker plans to further expand its presence in the mid-range market. It has recently launched the Nord CE 2, Nord CE 2 Lite and even the latest addition, the Nord 2T. And now, a source close to the matter has said that the next strategy for growth in the mid-range segment is for OnePlus to spin off its Nord as a standalone brand or perhaps a sub-brand.

In other words, it will put the company on par with other Chinese OEMs like Realme with Oppo, Vivo with iQOO, and Xiaomi with POCO. The source also added that Nord will be treated as a separate company and will have its own unique brand, stores and even a team. Specifically, Nord phones will no longer have the OnePlus branding, instead the words “OnePlus” or “branded OnePlus” in certain places.

Based on current branding, we can expect branding using light blue as the theme color. The sources also said that the Nord brand will continue to focus on offline channels and build a strong offline presence through new private showrooms and partnerships with third-party stores and other authorized dealers. The Nord brand isn’t just limited to smartphones, it will soon include TWS earbuds, Bluetooth neckbands, chargers, fitness bands, smartwatches and more. Source