Gennaro Castaldo Watch: Getting the pop-ups

Taking advantage of the lack of any real competition, HMV is experimenting with ten temporary stores around the UK this Christmas. Who can explain what's going on in HMV's minds better than temproary store czar Gennaro Castaldo? Pin him down, Sky News.

HMV spokesman Gennaro Castaldo has admitted more temporary shops may be on the cards next year.

That's put the matter into context. Thank you.

There's a sense that this is an admission from HMV that their main (or, at least, most lucrative) market is people buying stuff to give to other people for Christmas. There must be more than a few people wondering if perhaps there's little point in keeping stores running twelve months a year when you can make a killing by taking over a cheap, abandoned shop for just two.