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Red Dog Music has partnered with Relentless Energy Drink to open up a new store on London’s Denmark Street. The store stocks top of the range professional audio equipment including exclusively Van Damme cable. Manager Mike Fletcher explained the choice saying: “In our opinion Van Damme cable is the best cable in the industry.”
Described by the two firms as a pop-up concept store, the new dealership, which opened on Thursday, April 10th features a hands-on musical demo area showcasing a range of entry-level and high-end studio, DJ and MI brands. This area also incorporates Relentless imagery, covering the history and future of the brand.
The store will also serve as a marketing suite and drop-in centre for Relentless’s brand ambassadors roster, which currently includes Zane Lowe.
“We’re really excited to be part of this groundbreaking partnership with a major global brand such as Relentless, and to be doing something that has never been done before in our industry,” commented Red Dog Music managing director, Alex Marten. “We’ll be working closely with our supplier partners to show our industry’s products in as favourable a light as possible, and in so doing hopefully further cement the Denmark Street area as a musical equipment shopping destination to be reckoned with.”