11/11/2009 2:35:00 PM
Orange ramps up HMV concession plans
Orange has opened 23 concessions in HMV stores as part of a major rollout that could see up to 100 opened in the retail outlets.
The move follows the success of Orange’s pilot programme to open 15 concessions in HMV stores, which was launched in April 2009.
When the pilot began, the operator said it would open between 60 and 100 concessions in HMV stores if the idea was a success.
The network confirmed this week that it had begun a major push, revealing it had opened a further eight to add to the original 15 concessions. One more will be opened this year with more planned for 2010.
An Orange spokesman told Mobile: ‘We are very pleased with how the initial rollout has gone and we have identified lots more HMV stores where we are planning to open concessions.’
Orange sales and spin-off HMV sales were going well at the concessions, the spokesman said, and added: ‘We have been very encouraged by the results ?so far, which have exceeded all expectations.
‘It makes sense to do these partnerships as we are selling to a captive audience that comes in to look at music, games and DVDs, so bringing the right customers to us.’
Orange’s concessions at HMV stores will also stock the Apple iPhone, which Orange launched last week.
‘HMV shifts a lot of Apple accessories already in its shops so we will be selling the iPhone in its stores from the start,’ the spokesman said.