HMV Birmingham: Can a record store work in a digital age?

The world's largest HMV store opened to shoppers just months after the chain announced dozens of branch closures.

Located in Birmingham, HMV Vault promises to be "Nirvana for music and movie fans" with vinyl floors, CD and DVD-only space and playing space for the band. Go to the stage.

But less than a year after the company called its manager for the second time in 10 years, closing on a raft of existing stores, opening on Friday, this ambitious new site helps restore property in times of digital dominance. Can it be?

The action is part of the new owner Doug Putman's vision of "simplifying proposals" for HMV customers who combine "clicks and mortars" to commemorate the company's 100th anniversary in 2021 High Street.

HMV claims that the new branch in Dale End in the city center is Europe's largest entertainment store, "reflecting the resurgence of the HMV brand."

The company said it would select LP as "vitaminal" as vinyl sales hit a 25-year high. The opening day coincides with National Album Day on Saturday, the day after opening.

HMV said it owns "comparable" professional music titles with movies, books, posters, t-shirts and exclusive merchandise.

Vault has a permanent stage set up for live music and performances.

The first people to visit the store on Friday said former former member Liam Payne lined up a few hours before the show.

One visitor said the prospect of live performances made the store more interesting.

"I didn't know I was here until I found out on social media, but I'm really excited," she said.

At 12:30 BST, a total of 400 people were able to enter and exit, and at 14:00 they could see a live show when the door was opened to the public.

It has been launched since the opening of the world's largest brand in the city earlier this year.

A huge clothing store, a short walk from the new Vault, was built on the grounds of the old shopping center, which previously had a large branch of HMV across several floors.

Despite the problem, HMV is still being branded as the UK's largest entertainment retailer with 114 stores, and the current store in Bullring in Birmingham will continue to open even after the Vault launch.

HMV claimed that the new store will give music fans what they want.

Simon Winter of the company said, "We have listened to our customers and have heard that they want to interact by flipping a pile of vinyl upside down with others. & # 39; Share that experience .

"We want people to stream music when they go out, but they know that they really want to go to the store to buy something special, a loved one, and add it to their collection at home."

But retail analyst Richard Hyman said he was skeptical about how HMV would continue to thrive when the same album could be purchased online at low prices.

For example, Lewis Capaldi's Breach album sells for £ 6.99 on HMV's CD, but it's 20{7be40b84a6a43fc4fae13304fce9a2695859798abfc41afd127b9f8b21c5f9c5} cheaper on Amazon at £ 5.59.

"It's very important to remember that the first products online actually acquired are books and records," Haiman said.

"The thing about books and records is that they're the same product no matter where you buy them.

"We all want to interact with humans, but do we want to pay?

"I think this is a very courageous business, but it takes more than courage to build up the economy."

But there seems to be support for movement.

Gennaro Castaldo, spokesperson for BPI, the trade association for the recorded music industry, agreed that streaming and real sales complement each other.

He said people could find music by streaming and then buy and store CDs, vinyls or cassettes.

Castaldo said creating a store with a "independent atmosphere" where music lovers can find a sense of community will create a "emotional experience" that appeals to super fans.

In addition, the brand's decision to move stores from key locations such as London Oxford Street or HMV's former Birmingham High Street allowed them to manage rent and other costs in ways that were not possible before.

Kim Bayley of the Entertainment Retailers Association said, "It's a really positive move. It shows confidence that consumers still want to own the product.

"We also saw a free ecosystem between streaming and ownership, and we're buying more and more vinyl with young people, and HMV is buying more vinyl to take advantage of that ownership trend in stores.

"Large stores like this allow for more in-store events, creating a slightly more interesting atmosphere than regular stores.

"We are also seeing growth in independent music stores because people want an entertainment atmosphere."

For those who have worked at this small store, enjoyed shopping, or are actually used to closing doors, it seems unlikely that HMV will try to accept the mood of an independent record store.

Lee Dearne, who owns one of Birmingham's remaining independent archives, didn't mind competition, but the opening of the new HMV was "worry."

"I think LP is still used, so there are still customers coming here." "People coming here want original vinyl.

"HMV can be purchased on-site and paid for, like Led Zeppelin's 50 LPs, while it can't compete with our independents.

"It will be difficult."

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