Virgin Holidays has teamed up with high street retailer Next to open 20 new concession stores.
The new stores will open between April and July across England, Scotland and Northern Ireland.
The partnership is the first UK tie-up of its kind between a retailer and a fashion brand and supports the strategy of Virgin Holidays and Next to target a “core family demographic”.
The new stores include Crawley Country Oaks, Belfast Donegal Place and York Vangarde Retail Park.
Dan Buckingham, head of retail at Virgin Holidays said: “We’re continually looking to diversify and expand our retail network – and Next is an obvious partner. Not only do they fit our current customer demographics, they also have a retail footprint that is well-located and superbly designed. We’re confident this partnership will deliver stand-out results for both businesses.”
A spokesperson for Next added: “Virgin Holidays is a great partner for us to complement our current offering in store. The chance to book a holiday and shop all under one roof.”