Branson’s Our Price record chain is to be replaced by V Shops, combining in-store internet shopping with traditional stock control.
One hundred stores will have been converted by November, with the first store already up and running at Notting Hill Gate, west London - just a stone’s throw from Branson’s Holland Park mansion.
Once inside a V Shop customers will be offered all the usual CDs, mini-discs and mobile phones currently stocked by Our Price.
Virgin-branded goods that aren’t available in store, including electricity and gas, can be ordered over the Internet connections on the store’s PCs.
"V Shops across the country will introduce millions of British consumers to a new way of shopping," said the bearded billionaire.
"Stealing the idea from Dr Who, the V Shop is the ultimate 21st century Tardis - introducing a new find-and-buy touch-screen kiosk, offering access to a further 110,000 music and movie products."