Orange has signed a deal with HMV for an initial 15 Orange concession stands in the music, DVD and games
retailer from next month.
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.
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.
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
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.
was brokered at the highest levels between Orange UK CEO Tom Alexander and his
equivalent at HMV, Simon Fox.
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.’
meanwhile, said: ‘Our brands reflect a shared passion for bringing
entertainment content to life, and complement each other well.’
staff will man the concessions and the stands will be fitted with Orange’s own systems to
is not new to mobile concessions having had