Orange shop-in-shop heading for HMV stores.

Orange and HMV are teaming up to promote Orange products and services via store-in-store units in HMV stores.

Dedicated Orange ‘show and sell’ spaces will be situated in the entertainment retailer’s stores, with a focus on music, games and video mobile handsets and services.

The deal will extend Orange UK’s retail presence and contribute to taking the brand past the 400 high street stores landmark. It also underlines HMV’s growing interest in the mobile and digital marketplace as it continues to diversify its product mix and develop as a multi-channel brand.

A first wave of up to 15 concession stores will be rolled out from June 2009, with the HMV stores in Glasgow, Plymouth and Teesside earmarked as the first to incorporate an Orange offer. Up to 100 locations have been earmarked to take the store-in-store approach by Christmas.

“This deal marks the coming together of two of Britain’s biggest and most iconic high street brands,” Orange UK chief executive Tom Alexander. “Moving beyond mobile and into media and entertainment is a key part of our future, and joining forces with such an iconic and well-loved brand as HMV allows us to mark our clear intention in this area, while expanding our presence on the high street.

“HMV has been diversifying and extending its customer offer, which is increasingly becoming a multi-channel one with a growing emphasis on technology and new media,” says HMV chief executive Simon Fox. “I am delighted to welcome Orange into our stores – our brands reflect a shared passion for bringing entertainment content to life, and complement each other well.”

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