Magazine article Marketing

Virgin Megastore Has Europe in Its Sights

Magazine article Marketing

Virgin Megastore Has Europe in Its Sights

Article excerpt

Virgin Megastore has Europe in its sights

Music and video retailer Virgin is to mount a major offensive on Europe with plans to open 20 Megastores on the Continent within five years.

Virgin Retail Europe, currently scouting for an ad agency, claims it wants to offer wider consumer choice in the new outlets, appealing to an older profile of music-buyers with "areas of different atmospheres" and stores-within-stores. Some 80% of all sales in Megastores in the UK are from 18-40 year olds--rather than younger teenagers--and 70% are from ABCs.

Megastores selling anything from music, video and games to t-shirts, magazines and books will be sited in Continental buildings of "architectural or historical interest" with "one-off" designs.

RSCG Conran Design has been awarded some of the work, but a corporate formula will not be imposed on the stores. "We're not going to do a McDonald's," says Ruth Kemp, Virgin Retail's European marketing manager.

Stores will open in Milan, Berlin and Frankfurt this year and in Amsterdam and Brussels in 1992, while sites are planned for Barcelona, Hamburg and Madrid. …

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