U.K. entertainment retailer HMV will operating a festival shop - branded as the 'hmvfestival shop' - at the High Voltage festival in London at the weekend (July 24-25). It follows the shop's first outing at the Lovebox festival last weekend, as previously reported by Billboard.biz.

High Voltage is a new rock festival at London's Victoria Park being staged by Mama Group. The line-up includes ZZ Top, Emerson, Lake and Palmer and Black Label Society.

Future Publishing is also involved and its monthly rock titles Classic Rock and Metal Hammer both have stages at the festival, which is billed as "Classic Rock presents High Voltage."

HMV controls both festivals through its ownership of Mama Group. The retailer will also take the festival shop to dance festival Global Gathering near Stratford-upon-Avon on July 30-31.

The festival shop is housed in a festival tent-style construction, designed and built by Mama Group subsidiary Papa. It stocks festival-related products, including CDs by featured artists as well batteries, branded umbrellas, as well as artist T-shirts, games, DVDs and headphones. Crucially, record sales are chart eligible.

There were also artist signings and performances from acts including Ellie Goulding, Mystery Jets and Yeasayer.

In a statement, HMV said the Lovebox shop had "traffic and sales ahead of expectations."

Following the experiment at its own festivals, HMV will then assess if the retail operation can be taken to other major U.K. festivals in future, such as Glastonbury, Reading/Leeds and Latitude.

"The hmvfestival shop fits in perfectly with our ethos of giving people access to music and entertainment however they wish to consume it - whether in their homes, on the move or via the live experience," said James Flett, manager of the festival shop project, in a statement.

He added: "Given our recent move into music venues and festivals, the hmvfestival shop is a very natural extension for our brand. We went out of our way to make sure it fitted into the environment, so that its look and feel didn't come across as being corporate, and we also wanted to create a fun, versatile area that could accommodate artist signings and live performances as well."

Flett said he aimed to build "our presence in future so that the hmvfestival shop becomes a regular part of the festivals scene."