Rough Trade East, Brick Lane
In July 2007 Rough Trade opened a 5,000-square-foot (460 m2) shop in Brick Lane. The shop, called "Rough Trade East", is located in the former Stella Artois brewery in a courtyard off Brick Lane and puts on free music gigs on a high-spec stage, allowing for an audience of 200. The shop sells some chart titles, music from bands without distribution deals and a quarter of the merchandise is vinyl. Every item, vinyl and CD, has a written description to encourage browsing and discovery. Designed by David Adjaye the shop has a fair trade Café and a 'snug' area with iMacs, sofas and desks.
In the first half of 2007 CD sales had fallen 10 percent and in the month of the shop opening the UK music chain Fopp went into administration. Stephen Godfroy, the store director, said that "I don't think music belongs on the high street as the high street exists at the moment", and that retailers, not the consumers, are to blame for the decline in sales. In September 2007 sales in Rough Trade East had exceeded expectations by 20 percent. Stephen Godfroy explained that "You've got to create an environment where people want to spend time. It's got to be complementary to modern lifestyles, distinctive and competitive on pricing and have confidence in recommending exciting new products and not rely on chart product." Rough Trade Shops has investors from XL recordings and Beggars Banquet Records causing some to question its independence.
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