HMV-owned music chain Fopp will open an outlet in Waterstone’s store on Gower Street, London.

The 2,000 sq ft shop-in-shop, due to open on Saturday, August 7, will be located on the ground floor of the bookseller and will have its own dedicated entrance.

HMV said the store will benefit from footfall in the Tottenham Court Road area as well as the “substantial student catchment area”  around University College London.

The shop will be the tenth to be opened since HMV rescued Fopp from administration in July 2007. Fopp already operates a store in London, in Covent Garden. However, it is the first to be opened as a tie-up with sister chain Waterstone’s.

The move to put a more independent-style music offering into Waterstone’s fits in with the bookseller’s turnaround strategy under new managing director Dominic Myers, which includes a renewed focus on localism.

The new shop will stock over 6,000 CD and 4,000 DVD and Blu-ray titles, as well as technology products and licensed merchandise.

Fopp also has shops in Bristol, Cambridge, Edinburgh, Exeter, Manchester, Nottingham, and two in Glasgow.