HMV tech store pops up in London

HMV is reinforcing its retailing mix in the run up to Christmas with the launch of a pop-up shop focusing exclusively on its new technology offering, MusicWeek reveals.

Titled HMV techshop will be located at the One New Change, London, and will stock items including iPods, tablet devices and headphones.

According to Retail Customer Experience, the 1 200-square-foot store opened recently, and comes just a month after HMV expanded its personal technology offering in all its 250 stores.

The changes are part of a strategy to shift focus from the declining physical music and DVD retail market. The company reported an 11% drop in like-for-like sales for the 12 months to April.

HMV says the St Paul's store, which is on a short-term let, would be used as a trial, and if successful, further standalone stores would be rolled out, Marketing Week notes.

“HMV's remit has always been to give its customers the widest-possible access to music, film and games, however they want to discover and enjoy them, says Ewan Pinder, head of technology at HMV.