Flagship Megastore revamp to embrace instrument hub.(News)

Virgin Megastores' flagship Oxford Street store is undergoing a radical revamp, after striking a deal to bring music instrument retailer Sound Control in-store.

In what is understood to be a six-figure investment from Virgin Megastores, the retailer is upgrading the look and feel of the store, moving its expanded core product range upstairs within the 67,000 sq ft Oxford Street store, while renting its 12,000 sq ft basement to Sound Control to sell musical instruments under an initial five-year deal.

As part of the deal, Sound Control is installing a new PA system, mixing desk and lighting rig for the store's sound stage, which will is likely to be jointly-branded under the Virgin Megastores and Sound Control banner.

The second prong of the re-organisation will see 35,000 titles added across Virgin Megastores current ranges, 3,500 of those in world music, 6,000 additional classical titles and 500 in reggae. Some 15,000 extra DVD titles are also being added.

To accommodate the extended ranges over three--rather than four--floors, an extra l00 metros of racking is also being installed. Rock and pop, currently sited in the basement, will be moved to the ground floor alongside A Z catalogue, singles, chart and campaign product, while the first floor will be devoted to DVD and games with specialist on the second floor.

Work started ...