HMD Prepares for Life Without Nokia as 2026 Deal Ends
HMD’s move to launch its own brand seems less like growth and more like an exit plan. In a recent interview, HMD SVP James Robinson confirmed that Nokia-branded feature phones are still in demand, but the company is focusing on its own brand for smartphones.
The main reason for launching its own brand lies in the licensing agreement, which ends in March 2026, and Nokia’s reluctance to stay in the smartphone business. However, Nokia’s exact plans after the agreement ends remain unclear, especially with a new CEO coming in. It’s also worth noting that Nokia still holds a 10% stake in HMD.
HMD’s agreement with Nokia began in 2016 and will officially end in just over a year. While Robinson called Nokia a “very good partner,” it’s clear HMD is preparing for a future without the Nokia name on its smartphones.
Why HMD is Moving to Its Own Brand
HMD found that Nokia smartphones were mostly bought by older users. To attract younger customers, it created the HMD brand. The results have been mixed but promising. The U.S. market is doing well, and in Kenya, HMD-branded phones are selling better than Nokia ones. In India, HMD feature phone sales have doubled.
What Happens After 2026?
With Nokia unlikely to renew the deal, HMD is becoming independent. Feature phones may still use the Nokia name for now, but HMD smartphones will likely drop it completely.
Could Nokia smartphones have succeeded with better marketing or new designs? Maybe. But HMD has already made its choice. It’s building its own brand and moving forward—whether Nokia fans like it or not.
Thx kaizerAllen for the tip.
