HMV, the U.K.'s market-leading entertainment retailer, has partnered with London-based secondary ticket service Seatwave to open the first in a planned series of in-store ticket exchanges throughout the United Kingdom.

HMV's London Trocadero Centre outlet is the first store to feature the Seatwave ticket collection service. It opened to the public today (Oct. 23). A spokesperson for Seatwave tells that the service will be rolled out to other HMV stores and retail outlets in the U.K., but was unable to provide dates or locations.

The partnership will also see Seatwave power a separate online ticket exchange for HMV where customers will be able to buy and sell tickets from one another securely.

Commenting on the partnership, Joe Cohen, CEO and founder of Seatwave, said in a statement: "HMV is clearly the most innovative entertainment retailer in the market and we're honoured and excited to work with them to expand both of our businesses."

"It represents a significant step forward for the future of live entertainment as we work with a fellow consumer-champion to provide a seamless, integrated and secure process for fans," he went onto say.

Simon Fox, Group CEO, HMV, added in a statement: "Our partnership with Seatwave enables us to extend ticketing choice and convenience to HMV customers online and in stores."

Fox continued, "Combined with our growing presence in live music and now cinema, our ticketing offer is a further example of how the HMV brand is capable of successfully delivering to our customers an exciting range of entertainment experiences."