34-35 LSB HMV 2024.qxp_NEW LSB 2008 GRID
10/01/2024
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THE BIG INTERVIEW: HMV
Traditionally the go-to destination for music and movie fans, HMV has become equally well known for its pop culture offering. Following the retailer’s triumphant return to its original Oxford Street site and its first foray into Europe, head of pop culture Gary Williamson tells LSB about the must-have licensed products in store for 2024.
This one’s for the fans… W
hile it retains a strong online presence, HMV’s return to London’s Oxford Street reflects a resurgence in IRL retail – with younger consumers leading the charge. “There’s been a renaissance on the high street when it comes to pop culture, and fans are looking for a place to come,” says HMV’s head of pop culture Gary Williamson. “All my team, myself included, are collectors, and we want somewhere to shop ourselves. I want HMV to be the place where the store staff and the customers are all likeminded fans, where people can come in, and for an hour or so get away from the worries of the world and just enjoy loving Star Wars, Disney, or whatever else they’re into.” From eight year olds on the hunt for Pokémon cards to middle-aged Mad Beauty fans, HMV’s pop
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LICENSING SOURCE BOOK 2024
Above: The Star Wars franchise is a perennial top performer for the retailer. Below: HMV reopened on London’s Oxford Street in November 2023.
culture offering caters for everyone – and is constantly evolving. Gary explains: “We used to consistently sell £14.99 figurines; now, we have figurines in stores priced at £200, £300, £400… We have everything from those truly special items for customers who want something unique, right down to our general lines, which are focused on Star Wars, Marvel and other big film or TV franchises. Netflix is very heavy now on activity, so we get a great reaction to them. But the same could be said of Apple TV or Disney+.” The retailer’s offering has expanded to include beauty products, fashion, food and beverage and homewares (if you’re after a My Chemical Romance-branded chopping board, you know where to come). Apparel, in particular, is a growing category.