Once viewed as a relic of the past, HMV is now scripting one of the most unexpected and strategic comebacks in the UK’s high street retail landscape.
The iconic entertainment retailer, famous for its pink-and-black branding and rich musical heritage, is not only reopening stores but also redefining what physical music retail means in the digital age.
As the British high street faces ongoing pressure from rising costs and shifting consumer behaviour, HMV’s return prompts a timely question: how does a legacy brand not only survive, but thrive, in today’s challenging retail environment?
Let’s explore the driving forces behind HMV’s resurgence, the strategy powering its rebirth, and what this revival signifies for the wider retail industry in the UK and beyond.
How Did HMV Go from Collapse to Comeback in the UK Retail Market?
HMV’s journey from collapse to comeback is one of the most remarkable turnarounds in UK retail history. Founded in 1921, HMV was once the heart of Britain’s music culture, selling records, CDs, and DVDs across bustling high streets.
But the rise of digital streaming services disrupted its business model, leading to administration in 2013 and again in 2018, with hundreds of store closures and thousands of jobs lost.
In 2019, Canadian entrepreneur Doug Putman, owner of Sunrise Records, stepped in to revive the brand. His strategy transformed HMV into a modern lifestyle destination, focusing on vinyl records, pop culture merchandise, tech accessories, and live in-store events.
This fresh approach successfully reconnected the brand with younger audiences and long-time fans, marking a strong comeback for HMV in the UK retail market.
What Is Fueling HMV’s Revival in the Modern Retail Landscape?
HMV’s comeback isn’t simply about reopening stores. It’s about reconnecting with a community of music lovers, collectors, and pop culture enthusiasts by offering something that digital streaming never could, a tangible, immersive retail experience.
1. The Return of Physical Media
While CDs and DVDs have faded in popularity, vinyl has seen a significant resurgence. For many consumers, especially younger generations, owning a physical record is both a nostalgic and cultural experience. This revival of vinyl is central to HMV’s updated product offering.
2. Focus on In-Store Experiences
Today’s consumers crave connection, not just transactions. HMV’s new stores often include performance areas, event spaces, and community-driven activities, inviting fans to engage with music in a live environment. It transforms the act of buying music into an event, not just a purchase.
3. Rebranding and Customer Loyalty
The updated visual identity, customer-focused store layouts, and dedicated vinyl zones are all part of a broader branding refresh that still honours the legacy of HMV, but through a modern lens. This loyalty-driven model has reignited interest and footfall from both longtime fans and a new generation.
Where Are HMV’s New Stores Opening Across the UK and Europe?
HMV’s store expansion has been carefully planned, targeting locations where public demand remains strong and operational viability is high. Over the last two years, several store launches have signalled HMV’s confident return.
New and Upcoming Store Locations:
| Location | Country | Opening Type | Notable Details |
| Peterborough | England | Reopening | Returns to city after 5-year absence |
| Cork | Ireland | New Store | Third outlet in Ireland |
| The Hague | Netherlands | First Entry | First store in Dutch market |
| Solihull | England | New Store | Indicates HMV’s trust in UK high streets |
| Canterbury | England | New Store | Strengthens Southern England footprint |
| Belfast | Northern Ireland | New Store | Reinforces presence in key region |
Peterborough’s reopening is particularly symbolic, marking the culmination of five years of negotiations. Meanwhile, the Netherlands entry reflects a wider ambition to establish a firm presence across European markets.
Why Is Vinyl Driving the HMV Comeback Strategy?
Vinyl has become more than just a format, it’s a movement. The appeal of vinyl extends far beyond sound quality. It offers an experience that streaming cannot replicate: large, detailed album artwork, the tactile feel of the record, and the deliberate act of playing an album front to back.
Vinyl’s Growth in the UK
Over the past decade, vinyl sales in the UK have shown a consistent upward trend. In fact, vinyl records have outpaced CD sales in recent years, becoming the format of choice for audiophiles and collectors.
| Year | Vinyl Record Sales (UK) |
| 2019 | 4.3 million |
| 2020 | 4.8 million |
| 2021 | 5.3 million |
| 2022 | 5.5 million |
| 2023 | 5.9 million (est.) |
This surge plays perfectly into HMV’s hands. With dedicated vinyl areas in new concept stores and carefully curated selections of new releases and reissues, HMV has positioned itself as the go-to destination for vinyl fans.
Cultural and Nostalgic Value
Vinyl speaks to both younger consumers discovering classic music for the first time, and older customers revisiting their youth. It has become a cross-generational bridge, and HMV’s decision to centre its comeback on vinyl is both culturally resonant and commercially sound.
Who Is Behind HMV’s Strategic Transformation?
Doug Putman, the Canadian entrepreneur who also owns Sunrise Records, played a pivotal role in HMV’s revival. By taking a long-term view of brand value and cultural relevance, he has reimagined HMV not as a relic of the past, but as a vibrant retail destination for music and pop culture fans.
Phil Halliday’s Leadership and Store Innovation
Under Managing Director Phil Halliday, HMV has invested in concept-driven spaces that combine commercial opportunity with community engagement. Stores now act as hybrid hubs, part retail, part event space, part cultural gathering spot.
This focus on “creating new homes for communities of fans” is what differentiates HMV’s revival from other high street returns. It’s not just about selling records, it’s about re-establishing cultural spaces for like-minded consumers.
What Makes HMV’s New Concept Stores Different from the Past?
HMV’s new retail environment reflects broader industry trends while adding a unique spin that matches its brand heritage. Gone are the cluttered aisles of DVDs and budget bins.
In their place, modern layouts and themed areas create a more inviting and curated shopping experience.
Key Features of HMV Concept Stores:
- Open floor designs with clear navigation
- Vinyl record walls and listening stations
- Tech and lifestyle accessory sections
- Spaces for live music, signings, and performances
- Branded merchandise and exclusive collectibles
This reimagining of the store as a destination aligns with a growing retail trend: the return of experiential shopping. When consumers are looking to reconnect with physical spaces post-pandemic, stores like HMV can offer that spark of excitement.
How Does HMV’s Revival Reflect the Broader High Street Retail Trends?
HMV’s comeback is not occurring in a vacuum. Other high street giants like Primark, Waterstones, and Game are also embracing experiential formats, refreshing their layouts and hosting in-store events. This represents a shift in retail philosophy, from transactional to experiential.
As consumer expectations evolve, retailers are adapting by offering:
- Personalised service
- Interactive experiences
- Events and community gatherings
- Social media-friendly environments
HMV’s strategy fits seamlessly into this trend, proving that the high street isn’t dying, it’s transforming.
What Challenges Still Lie Ahead for HMV and Other High Street Retailers?
Despite the optimism around its return, HMV, like all high street retailers, is not immune to the mounting economic pressures and shifting market dynamics.
Current Challenges in the UK Retail Sector:
| Challenge | Description |
| Rising Operational Costs | Minimum wage increases and NIC hikes are straining businesses |
| Declining Footfall | Online shopping habits post-pandemic remain strong |
| High Energy Prices | Significant overheads impacting profitability |
| Cost of Living Crisis | Reduced disposable income among consumers |
In 2024 alone, over 13,000 retail stores closed across the UK, with forecasts predicting even greater closures in 2025. Nearly 170,000 retail jobs were lost last year, and the retail sector remains cautious moving forward.
While HMV’s strong brand identity and focused strategy offer an advantage, the wider economic environment will continue to test its resilience.
Conclusion
HMV’s resurgence is a powerful reminder that legacy doesn’t have to mean outdated. Through strategic leadership, renewed customer focus, and alignment with cultural trends like vinyl and experiential retail, the brand has successfully reinserted itself into the UK’s high street conversation.
Its expansion across the UK, Ireland, and Europe demonstrates confidence, not just in its own brand, but in the future of physical retail.
While challenges remain, HMV’s ability to adapt, engage, and innovate suggests its revival is more than a fleeting comeback, it may well be a blueprint for retail rebirth in the digital age.
Frequently Asked Questions
What role does nostalgia play in the success of vinyl and physical media?
Nostalgia plays a major role in vinyl’s comeback, with older consumers revisiting classic records and younger generations drawn to the authentic, tactile experience of playing physical music.
How has HMV adapted its inventory to attract a younger audience?
HMV has broadened its product range to include pop culture merchandise, tech gadgets, and exclusive collectibles, catering to Gen Z and millennial shoppers seeking more than just music.
Are other legacy retailers following HMV’s comeback model?
Yes. Retailers like Waterstones and Game are redesigning their stores around community events, curated layouts, and experiential retail concepts to stay relevant and competitive.
What is the significance of the HMV Vault in Birmingham?
The HMV Vault is one of Europe’s largest entertainment stores and symbolises the brand’s renewed ambition. It serves as a flagship space showcasing everything HMV now stands for, vinyl, events, culture, and community.
How has the cost of living crisis impacted UK high street retailers?
The rising cost of living has decreased consumer spending and increased business overheads. This dual impact has contributed to a wave of store closures and retail job losses across the UK.
Why did Sunrise Records choose to invest in HMV despite its previous failures?
Sunrise Records recognised the enduring brand loyalty and cultural value of HMV. Their strategy involved rebranding, product diversification, and focusing on experiences over transactions.
How are in-store events helping HMV attract footfall and community engagement?
In-store performances, artist signings, and community gatherings create a memorable shopping experience, encouraging repeat visits and fostering a sense of belonging among customers.
