HMV adds fashion to its armoury

HMV is partnering with fashion brands Lee and Boxfresh to launch its first foray into fashion retail.

The move into fashion is the next phase of the entertainment group’s transformation from a retailer into a “broad based entertainment brand” and diversify its portfolio.

HMV is creating in-store areas called “The Studio” dedicated to fashion and will sell predominantly men’s clothing and accessories from brands including Boxfresh, Lee Jeans, FLY53 and Eastpak, from 1 September.

HMV’s London flagship store on Oxford Street will also sell hip-hop star Jay-Z’s designer label Rocawear.

HMV says that it is the “perfect outlet” to leverage the overlap between fashion and music and the step is a “natural progression” for the chain.

The clothing range will later be available online via HMV’s e-commerce site and potentially through its live music venues and festival sites.

The fashion venture will also see tie-ups between HMV and UK-rapper Kano who is already a brand ambassador for fashion label Boxfresh and indie band Everything Everything which already has a deal with denim brand Lee.

The fashion range will be launched with in-store gigs by Kano and Everything Everything.

It follows the launch of HMV’s digital download service, and its live music venture with mama Group

HMV fashion manager, Richard Stockwell, says:

“Music and fashion can be a perfect fit for HMV, not least because they overlap and influence each other so strongly these days.”

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