The huge Zavvi roll-out that will once and for all see the Virgin Megastore name disappear from the UK’s High Streets has today completed, with the retailer calling it the “fastest re-brand in entertainment retail history.”

Stephen Lynn, senior PR and promotions manager at Zavvi Entertainment group told MCV last week: “We’re about halfway through now and we should be complete by November 12th.

"It’s going really smoothly, in fact much more smoothly than we anticipated. As far as we’re aware it’s the fastest re-brand in entertainment retail history. So far, so good, in terms of smoothness of changeover and customers have been really positive about it. Bearing in mind we’ve got 30 years of legacy to try and build away from it’s a positive start, but we’ve got a long way to go yet.”

The retailer also told MCV that following the change of name it plans to open a number of new stores across the UK and Ireland.

In the past three weeks it has opened three stores in Ireland (Arklow, Sligo and Athlone) and has another planned for the end of November in Kilkenny. A further three new stores are scheduled to be set up next year in Belfast, Liverpool and Bristol.

For now, however, the retailer will be concentrating on seeing through the new brand’s first Christmas, after which it will embark on revitalising its in-store design.

“Other than re-branding, our main focus for the rest of the year is delivering at Christmas,” continued Lynn. “The whole team has been working on our offer for Q4 since the start of the year and our strategy, despite the different name, it will remain the same. We have recently appointed a design agency called Live and Breathe following a five-way pitch to look to look at revitalising our in-store design. However this work will not be seen until the New Year.”