HMV has opened the doors to its flagship store on Oxford Street, four years after its departure from the shopping hotspot.
Opening at No. 363, the store features the retailer’s new ‘HMV Shop’ format and new logo, which will also be added to a further 24 new sites and 14 existing stores by the end of the year.
HMV initially arrived in the London in 1921. The Oxford Street store has a storied history, previously burning down in a fire in 1937 and being used as an air raid shelter during the Second World War.
The music and electronics retailer has seen something of a turnaround in recent years following the takeover of current owner Doug Putman in 2019.
In January, HMV posted a return to profit after vinyl outsold CDs for the first time in 35 years.
Sam Foyle, co-head of prime global retail at Savills, which acted for the landlord, said: “We are delighted that HMV is returning to its iconic flagship site on Oxford Street in time for Christmas. This symbolic moment is not only evidence of the continued appetite from brands to establish their presence on an international stage, but it also represents the terrific progress that we have been making to replace candy/souvenir stores as we breathe new life back into Oxford Street. In the last year we have seen 23 of these stores removed from Oxford Street, with a further ten projected to come off in the next six months – strengthening its position as a world-class shopping destination.”
Oxford Street is in the process of restoring its reputation as a global shopping destination, as Westminster City Councik looks to push out candy, vape, and souvenir shops.