OnePlus has built up a community of fans around the world with their finely crafted phones and keenly low prices. They've used a variety of methods to maintain this appeal including an invite only system which was recently removed entirely with the launch of the OnePlus 3.
It's a small company with the ability to make changes in a more agile way, and there's another one coming down the line. From this week, the OnePlus 3 will be available to customers at O2 stores in the UK.
Initially folks will be able to get the phone as part of an upgrade for £28 a month and they'll also be able to but it without a contract- though we don't yet know if O2 will match the online price of €399. More OnePlus products could launch in the future with O2 and the company is looking to expand to additional countries with similar deals.
OnePlus' head fella Carl Pei was chatting to The Verge about their change of heart when it comes to regular retail:
"Just doing online direct-to-consumer might not be the right perspective long term [and] if you have one exclusive partner, you can think more long-term about how to build a brand."
We'll have to wait and see how it works out, needless to say OnePlus isn't a niche player anymore.