Established in 1996, The Victory Corporation was set up as a holding company for two businesses, Virgin Vie At Home and The Virgin Clothing Company, both of which have exclusive global licences to use the Virgin trademark.
Virgin Vie At Home
Virgin Vie At Home was set up in 1997, and encompasses the philosophy that runs through every Virgin company, a fun, approachable brand offering the best in service, quality and value. Working with a team of experts from around the globe, formulators, manufacturers and designers Virgin Vie At Home devised a range of beautiful products, skin care from Switzerland and make-up from Milan, all of which are affordable and most importantly available to all.
The emphasis on availability and approachability then considerably influenced its service proposition and the channels in which it would make its products available to customers.
Already having a talent for creating beautiful Cosmetics that are high quality, affordable and stylish, launching Vie Jewellery in January 2005 was a natural progression, giving customers the opportunity to update their wardrobe and accessorize their look with both jewellery and cosmetics. Each piece of jewellery is inspired by the very latest fashion trends, taking ideas from the catwalk and creating exquisite pieces that are accessible and affordable to all.
Virgin Vie At Home has four sales channels:
- Direct through it’s 10,000 Consultants who sell the products through holding Virgin Vie At Home Parties in the comfort of your own home, equating to over 80% of total business sales
- On-line – via the customers nearest Consultants website www.virgin.com/athome
- Mail Order: 0845 300 8022 (01 260 6551 in Ireland)
- 16 Retail Stores, which includes 6 Outlet Stores.
Since their launch, Virgin Vie At Home has grown to be one of the leading cosmetic companies in the UK, up there with the likes of Chanel, Dior and Revlon to name just a few. It is now the fastest growing and second largest direct selling company in the UK, with annual sales of £64.3 million.
In June 2004, for the second year running Virgin Vie At Home received the prestigious ‘Excellence Award’ from the Directx` Selling Association (DSA). “Being the fastest growing direct selling company in the UK, Virgin Vie At Home continues to be an excellent example of a direct selling success story”. They also won an Innovation Award for “embracing multi-channel selling and producing innovative tools, projects and websites in a professional manner.”
Virgin Vie At Home has also expanded its retail business internationally through license partners in South Africa.
South Africa is currently trading with 12 stores across the country from Johannesburg, and Cape Town to Durban. All the stores have Virgin Spa treatment rooms, situated within Virgin Active life centers.
The Virgin Clothing Company
Launched in 1997, Virgin Clothing was originally set
up as a wholesale business selling to Independent Retailers.
The business was then re-evaluated the focus moved towards a licensing operation.
Virgin Ware was created as an identifiable brand, falling under the Virgin Clothing company name offering a range of clothing which is fastly gaining brand recognition. Virgin Ware focuses on the development of the clothing business through licensing arrangements with key strategic partners, and trades in several countries; Italy, Spain, Portugal, Greece, France, Australia. We are currently reviewing new global underwear and clothing licenses since Unique Commerce Limited (underwear) went into administration earlier this year.
