Virgin Clothing is planning standalone retail units, to be operated by established retail partners while the Branson-led group fulfils a wholesaling role. Virgin has appointed design group Redjacket to develop initial trading formats.
“We have a partnership philosophy,” says a Virgin spokeswoman. She says that while the venture was launched as a wholesale-only brand, retailing partners requested heavier Virgin branding. This will manifest itself in
Virgin-branded concessions in department stores and Virgin Clothing branded stores.
The spokeswoman declines to reveal the identities of the retailing partners the group is in discussions with over Virgin Clothing outlets, but confirms Redjacket’s appointment.
London department store Selfridges is understood to be one of the first stores in line for the 300-item Virgin Clothing range.
Meanwhile, Virgin Vie, the toiletries chain, has appointed Circus to review and assess its communications strategy.
Virgin Vie communications director Axia Gaitskell says Circus will work with Revolution, which developed Vie’s store format, and Ratcliffe Fowler, which works on in-store promotions.
See News Analysis, page 8