Former One Direction star Liam Payne opens Europe's largest HMV store in Birmingham
An HMV store offering more than 100,000 LPs and CDs has opened its doors in Birmingham - with a live performance by former One Direction singer Liam Payne.
Hundreds of fans watched a short set by the star at the new HMV Vault, which is billed as the largest entertainment store in Europe and has a permanent stage to host and promote particularly local acts.
HMV owner Doug Putman, who purchased the retail chain in February, haspinpointed more live music as a core part of a strategy to pull more people into HMV's high street outlets.
Speaking at the new store at a former Ikea site in Dale End, Birmingham, Mr Putman said:
Mr Putman said of the new store: "What we are starting to realise is thatpeople consume (music and films in) multiple ways.
"I think there is a different feel to it - having a stage, a screening room,it just adds to the overall experience you are getting.
"I would love this store to be successful, have a great trading Christmas andthen open more stores in 2020 - that's our ultimate goal."
The new store is around 250 metres away from the [**world's biggest Primark, which opened in nearby High Street in April, offering shoppers a beauty studio and a barber's salon.**](http://First look inside world)
Speaking on Thursday, Mr Putman told the PA news agency that the retailer is "under-indexed in London", saying there is room for expansion in the capital as the company eyes new locations for its growth strategy.
HMV was purchased in a rescue deal by the music mogul in February after it crashed into administration for the second time in five years in December 2018.
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