Virgin Holidays is expanding its retail presence with concessions within Next shops.
The new ‘shop-in-shops’ at Next will open between now and July across England, Scotland and Northern Ireland over multiple sites.
The partnership is described as the first UK tie-up of its kind between a travel retailer and a fashion brand as the two companies target a “core family demographic”.
The new stores include Crawley Country Oaks, Belfast Donegal Place and York Vanguard Retail Park.
Stores will feature a green living wall, seating, a champagne bar, while some will feature technology allowing customers to view trips ranging from African safaris to a night in Las Vegas.
The opening of the Next concessions follows Virgin Holidays debuting a V-Rooms experience store in St David’s shopping centre in Cardiff.
Design firm YourStudio is creating the concessions in Next shops, extending a long-standing partnership with Virgin Holidays.
Virgin Holidays head of retail Dan Buckingham said: “We’re continually looking to diversify and expand our retail network – and Next is an obvious partner.
“We have worked with YourStudio for different concepts we’ve been trying and they always deliver engaging, immersive and successful store design.
“We’re confident that this partnership with Next, with YourStudio’s design power, will deliver stand-out results for both businesses.”
More: Six Virgin Holidays concessions to shut amid House of Fraser closures