Cosmetics chain Virgin Vie has opened four new stores using a ‘less precious’ format, following disappointing trading from the original design.
The new style, by original Vie design group Revolution in conjunction with Virgin-backed Clinic, is to be retro-fitted to existing stores, says Revolution design director Stephen Scott. A new look has been expected since news of ‘increased Virgin-ness’ planned for the chain came to light (DW 10 July).
The new stores are in Newcastle, Brighton and two in Dublin. Men’s products are displayed in lockers, and travel products in trunks, in a u-turn from the original up-market feel.