Zavvi calls in Borkowski to boost Virgin takeover

by David Quainton, PR Week UK 04-Oct-07, 10:30

Virgin Megastores’ new owners have turned to Borkowski PR as the entertainment chain prepares to rebrand as Zavvi later this month.

Zavvi completed a management buyout of the brand, including the iconic Piccadilly Circus store in London, earlier this year. Borkowski will position the new outlets as ‘stores of the future’ with live music and ‘more than just CD sales’

Virgin boss Richard Branson was said to be keen to off-load the chain, which made a pretax loss of £82.2 million in the year to March 2006. Figures for 2007 were not disclosed. By the end of October, Zavvi will unveil new store branding and try to show that high-street stores are viable

Borkowski account director Emeka Njodi said: ‘We intend to help Zavvi establish itself as a modern brand that appeals to today’s consumers by creating a truly independent spirit relevant to a mass audience.’

He added: ‘Zavvi is now the UK’s largest independent entertainment retailer. In a market where the only mainstream alternatives on the high street are supermarkets and a huge PLC it is a position to be incredibly proud of.’

Borkowski, which previously worked with Virgin Megastores, will oversee the rebranding of 120 UK stores. It will also handle the consumer and trade press office, brand consultancy, in-store events and seasonal pitches.

Also... Borkowski has been working with Cadbury’s to relaunch the Wispa chocolate bar. Borkowski was brought in to support an online campaign mainly on the Facebook website.