HMD Global begins rebranding Nokia feature phones under own label

HMD Global is establishing its own brand identity in the feature phone market by replacing the iconic Nokia logo with its own. The shift emerged after an online retailer listed several devices that are hardware-identical to existing Nokia models but carry HMD branding.

According to GSMArena, the HMD 215 4G and HMD 235 4G have appeared in retail listings. These devices are identical to the Nokia 215 4G (2026) and Nokia 235 4G (2026), respectively, and both retain the dedicated AI button found on their Nokia counterparts. Additionally, a rebranded HMD 3210 has been listed, available in Grunge Black and Scuba Blue colors. The primary modification across the lineup is the replacement of the 'Nokia' logo under the display with the 'HMD' logo.

The Licensing Transition

HMD Global has served as the exclusive manufacturer of Nokia-branded phones since 2016. While the company has maintained a licensing agreement with Nokia Oyj, it has recently begun a strategic transition toward its own 'HMD' brand. This evolution includes the integration of AI capabilities into the feature phone segment, such as GPT-3.5 based assistants accessible via dedicated hardware buttons.

The company's license to use the Nokia brand was originally scheduled to expire in 2026. While HMD Global has since secured a three-year extension to that agreement, the appearance of these rebranded devices suggests the company is not relying solely on the legacy name for its future growth.

Strategic Implications

This move signals a calculated effort by HMD Global to reduce its long-term dependency on the Nokia brand. By launching identical hardware under its own label, HMD is testing its ability to maintain market share and consumer loyalty based on its own corporate identity rather than the historical prestige of the Nokia name.

Establishing a standalone brand allows HMD Global more flexibility in how it positions its products and manages its intellectual property. It also prepares the company for a future where the licensing agreement eventually concludes, ensuring that the transition for users is a gradual shift rather than a sudden disappearance of the product line.

What to Watch

It remains unclear whether this rebranding is a global rollout or limited to specific regions. While some reports suggest the license extension may be region-specific, this has not been officially confirmed by HMD Global or Nokia Oyj. Industry observers will be watching to see if the Nokia brand continues to lead in certain markets while HMD takes the foreground in others, indicating a phased transition strategy.