HMV set to unveil new experiential Birmingham flagship

HMV Oxford Street

HMV will open a new flagship in Birmingham city centre next month which will act as a live music space and focus on vinyl records.

The entertainment specialist plans to open a 40,600 sq ft flagship store, which will be called The Vault, in a former Ikea click and collection point in Dale End, Birmingham.

According to Property Week, the retailer’s new parent company Sunrise Records has signed a five-year lease on the Hammerson property for £100,000 per year.

It is understood that HMV’s upcoming Birmingham store will boast a live music space for bands to perform and offer customers the chance to touch and test the retailer’s profits, with a keen focus on vinyl.

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