“We are working closer with licensors than ever before”: HMV’s Gary Williamson talks design, fandom and pop culture

Gary, it’s great to chat! Firstly, could you give us an update on how 2024 has gone for HMV so far?
Pop culture wise, the offering continues to grow. In terms of ranges, we are now offering everything from Japanese confectionary to pop culture centric shoes… The supplier base has substantially grown, enabling us to have product from all around the world.

Other key moments include the continued expansion into Europe with our new store in Brussels, the winning of The Point.1888 Pop Culture Retailer of the Year Award and our recent Care Bears activation.

How important is licensing to HMV?
It’s massively important to us and our continued growth. We are working closer with licensors than ever before. For example, I recently really enjoyed the work we did with Netflix on Rebel Moon… The activation in-store was fantastic – it was the first time we had photo booths in select stores. At the end of the day, our ‘Pop Fans’ get what they want – and that’s really what it’s all about.

I have been around the industry now for around 40 years, so have built great relationships up with the likes of Caroline Mickler and of course you Ian. It was great of you to come to HMV’s Head Office and talk about licensing to my Pop Culture Junior Buyers.

My pleasure. Now, thinking about your product categories, what do you focus on? And what new areas have you seen growth in recently?
We have five key formats: Apparel, Pop! Vinyl, Books, Posters and Collectables. Recent growth areas have been Trading Cards, Beverage and Plush from the likes of Kenji, Kap Toys, Aurora and Posh Paws.

There is a strong connection between HMV and music brands. How do you ensure this is represented in what you do from a buying point of view?
In music, we have formats such as tees, mugs and calendars, and we have key specialist suppliers like Amplified who provide a fantastic music offering for us on tees… We cover everyone from Oasis, Led Zeppelin to 2Pac. Pyramid provide us with music mugs and a key growth area has been Funko Music Pop! Vinyl and their recent Loungefly lines, which have included The Beatles and Elvis Presley.

We also have great music knowledge in our supplier base. Take Ally Mayer from Pyramid for example… His music knowledge is amazing, especially Northern Soul wise.

Everyone talks about ‘pop culture’ and brands being ‘pop culture’ hits. What does ‘pop culture’ mean to you personally?
For me, pop culture started way back with me wearing pins badges with my favourite bands on – like The Jam and The Beatles… That grew into patches on the Parkas that I used to wear. Pop culture by its very nature should always be changing in terms of franchises and what the ‘Pop Fan’ likes. At HMV, we adapt to whatever pop culture trends are happening daily.

You mentioned earlier about European expansion. Do you have to adjust your buying and ranges in different countries?
Way before we open new stores we do competition checks and speak with suppliers… We get a sense of what’s happening in the locations and what’s missing. We have taken on key staff members from these areas so they can give us local knowledge, and then we adapt to what’s happening in these stores as soon as they open – just like we do in the UK.

“The benchmark for a tee is that instant connection as soon as you see it…”

You have forged a partnership with Truffle Shuffle recently. Can you let us know a bit more about this partnership?
I have known Pat from Truffle Shuffle for years. I might ask what he thinks of a franchise, and the same back from him to me… We discussed over a long period how we could bring Truffle Shuffle to life in HMV stores and as you can see from their expansion in-store, this has been very positive. It’s been 100% a group effort all round between Truffle Shuffle and HMV.

A lot of our readers are designers and creatives. Talking t-shirts, what do you think makes a good design for something at HMV?
The benchmark for a tee is that instant connection as soon as you see it… I spend time in St Pancras Station in London just standing and looking at what people are wearing. If needed, I’ll ask them why they chose it in the first place. It might be down to the colour and fit of the tee…

Look at the Amplified range, when the tee base is done in charcoal and with a design on top… That seems to connect with the HMV music tee fan. I have worked with Heroes Inc now for many years, so between us and our knowledge, we know what works in HMV character-wise too. That’s been a great partnership with Nic Wastell and Nick Morley.

What advice would you give to someone looking to get their products listed at HMV?
First and foremost, it’s their enthusiasm to sell their product to us if they believe in it… That’s a vital start! Don’t be scared to contact me on Linkedin or across Instagram – I am very active social media-wise. So make that connection and then we take it from there.

Great! And as an experienced retail buyer, what advice would you give to up-and-coming retail buyers?
Stick with your first decision buying-wise – nine times out of 10 its right! That’s what I have always worked to… Take a chance on new franchises and artists, and build your supplier relationships up from day one. Connections are everything in this game.

Before we wrap up, if you weren’t part of the team at HMV, but were given £100 to spend in store, what would you treat yourself to?
Firstly, I will always be part of HMV – it’s simply in my heart and soul… That desire has never changed. I wake up and think HMV, and leave the office late and think of HMV… It’s simply one of the best relationships of my lifetime. The team spirit to win and overcome anything just makes me smile.

But, to answer your question! I would spend the £100 on tees like The Small Faces for example. I pretty much buy Pop! Vinyls each week as we have deliveries every day. I buy magazines daily when they come out… I recently bought Star Wars lines that have arrived in-store from Paladone – they are fantastic… I think that’s the £100 spent in an instant! Oh, and Pyramid have some excellent art prints out which I have bought!

I should’ve said £200! Last question: Is there a brand or character that isn’t in HMV that you would love to see in-store?
Well, the answer to that was Care Bears but that’s being done now via Basic Fun. In terms of the other brands and characters we’d bring in… That would be giving the game away so I will keep that secret.

Worth a try! Thanks again Gary.