Entertainment retailer HMV is to open stores in railway stations as it looks at new types of location to help meet its expansion target.
The first two stores opened at London Victoria on Tuesday and Manchester Piccadilly yesterday and are much smaller than typical HMV stores at 90 sq m and 205 sq m respectively.
HMV will carry the key product areas offered in its traditional shops, such as CDs, DVDs, games and videos.
The retailer also aims to generate sales from impulse buyers passing through stations and so will sell a predominantly chart-based offer.
A spokesman for HMV said that the station stores will also be key at last-minute purchase times such as Christmas and Valentine's Day. He added that HMV will consider more stores in stations if the right properties became available.
HMV Europe managing director David Pryde said: 'Although there are still quite a few towns where HMV is not present, we are reaching a point where it makes sense to consider alternative locations. When you consider how many millions of people pass through each year, it's clear there's a lot of potential here.'
Music retailer Sanity, which acquired 115 Our Price stores, has a presence in stations, with stores in Victoria, Paddington and Waterloo.
Sanity's UK managing director Shane Fallscheer said: 'We're still looking for opportunities in stations. They are strong performers for us. HMV entering is good competition - we respect them.'