Orange and HMV strike retail deal for initial 15 concessions

Orange and HMV strike retail deal for initial 15 concessions



Orange has signed a deal with HMV for an initial 15 Orange concession stands in the music, DVD and games retailer from next month.


The 15 stores will include Plymouth, Teeside and Glasgow – but there are plans to reach between 60 and 100 if the 15 concessions are successful. The concessions are being used as a boost to take Orange past the 400 site retail ambition it set out last year.


The deal is rooted in Orange’s ambitions to move into the content space, and develop its own-brand music store as well as games content from its online portal.


Orange will use 3G handsets for joint promotions with HMV to push its own-brand music store, which it is fiercely protective about, and continues to believe music, gaming and other forms of ‘entertainment content’ will play a central role in its future.


The deal is understood to involve Orange paying HMV a slice of the revenues from its sales, as well as a contribution from using the space in the HMV stores.


It was brokered at the highest levels between Orange UK CEO Tom Alexander and his equivalent at HMV, Simon Fox.


Alexander said: ‘Moving beyond mobile and into media and entertainment is a key part of our future, and joining forces with such an iconic and well-loved brand as HMV allows us to mark our clear intention in this area, while expanding our presence on the high street.’


Fox, meanwhile, said: ‘Our brands reflect a shared passion for bringing entertainment content to life, and complement each other well.’


Orange staff will man the concessions and the stands will be fitted with Orange’s own systems to process deals.


HMV is not new to mobile concessions having had

Written by Mobile Today
Mobile Today


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