HMV buys Hammersmith Apollo and other venues to promote new loyalty card

LONDON - HMV is expanding into the live music market with an £18.25m agreement, which will allow it to push in-store sales with its proposed loyalty card that will offer customers 'money-can't-buy' experiences.

HMV
HMV

The entertainment retailer has acquired a 50% stake in the UK's second largest live music venue operator MAMA Group. HMV now owns 11 of the UK's best-known live music venues, including G-A-Y, Heaven, Jazz Cafe and the 5,100 capacity Hammersmith Apollo, which will be renamed the HMV Apollo. MAMA Group will continue to operate the venues, but HMV will profit from ticket and merchandise sales. 

HMV is planning a nationwide launch for its PURE HMV loyalty card this year having successfully trialled it in two regions in the UK. The card allows consumers to redeem points, accrued on the card through purchases, for items such as signed products, back-stage passes and invitations to special events.

HMV enjoyed strong Christmas sales with like-for-like sales in the UK and Ireland up 3% and total group sales up 0.5%. It has benefited from a lack competition as its rivals Woolworths and Zavvi went into administration before Christmas. HMV is in discussions with Zavvi's administrators to purchase 14 Zavvi stores, mainly in locations where HMV does not have a presence. 

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