Virgin Vie plans to open four sites at seven day intervals, kicking off with its flagship Oxford Street store on 2 October.
Lakeside Thurrock shopping centre, Bromley and Sheffield Meadowhall are the other sites.
Lyons Ames is believed to be involved in packaging and product design. Virgin Vie denies Revolution was responsible for packaging and design development.
The Oxford Street store does not feature a Virgin logo, but the scripted V from the Virgin identity (DW 19 September).