Vie at Home

Vie at Home was a British direct-selling and retail brand specializing in cosmetics, personal care, jewellery, and selected home products. The business began in January 1997 as The Virgin Cosmetics Company, established by Mark and Liz Warom with financial backing from the Virgin Group. It was initially designed as a multi-channel operation combining retail outlets, party-plan selling, and mail order. The original plan contemplated opening as many as 100 stores during the first five years, although the company later shifted more heavily toward direct selling and consultant-led distribution. The company operated from Chichester, West Sussex, and appointed Ros Simmons as marketing director in February 1997 ahead of its launch. Its early retail identity was revised in February 1999, when stores were branded Virgin Cosmetics after the business struggled to gain sufficient traction. The enterprise nevertheless developed a sizeable direct-selling network. By October 2002, it reportedly had approximately 7,000 consultants, making its salesforce a central part of the business model. Its product offer covered make-up, skincare, bath and body products, aromatherapy, jewellery, and homeware. Vie at Home also pursued international expansion. In 2001, Luxasia was appointed as a distributor for a group of Asian markets, including Singapore, Malaysia, Hong Kong, Taiwan, Indonesia, South Korea, India, and China. Virgin Vie Spa Treatment Rooms opened in Cape Town in 2002, and the company later launched in South Africa in 2005, recruiting more than 1,000 consultants during its first year. The Asian retail operation was withdrawn in 2003, with stores in Hong Kong, Taiwan, Malaysia, and Singapore closing. The company subsequently developed factory outlets in the United Kingdom and entered the United Arab Emirates through a direct-selling operation in December 2006. In September 2006, the brand was renamed Virgin Vie at Home, reflecting a stronger emphasis on home-based and party-plan selling. In January 2009, the Virgin Group sold the business through a management buyout led by Ros Simmons and Ratan Daryani. The Virgin name was removed and the business relaunched as Vie at Home. The separation involved the Virgin Group paying to remove its name from the operation and writing off loans associated with the company. Network World Alliance acquired Vie at Home in December 2010. Following the transaction, the company transferred its warehouse operation from Stockton-on-Tees in the United Kingdom to Ahlen, Germany. The business then experienced management departures, creditor pressure, restructuring, and regulatory difficulties. Ratan Daryani resigned in January 2011, while chief executive Ros Simmons left the board in May of that year. HM Revenue and Customs initiated winding-up proceedings in January 2011, although the petition was dismissed in February. The company announced that it would stop trading in Germany in May 2011. During a restructuring later that year, it discontinued aromatherapy, homeware, and jewellery lines while attempting to integrate its remaining operations with Network World Alliance. Vie at Home Ltd entered liquidation in August 2011, with reported debts to suppliers and HM Revenue and Customs. The brand continued for a period under Vie Cosmetics Group Ltd with new suppliers, but that company entered administration in 2012. Vie at Home is therefore regarded as a defunct brand and business, although its history illustrates the expansion and eventual difficulties of a Virgin-backed direct-selling cosmetics enterprise.

Vie at Home originated in January 1997 as The Virgin Cosmetics Company. Mark and Liz Warom founded the business with backing from the Virgin Group, and the company was based in Chichester, West Sussex. Its proposed model combined conventional retailing with party-plan selling and mail order. Ros Simmons joined as marketing director in February 1997 in preparation for the commercial launch. Although the company initially considered a large store estate, direct selling eventually became the defining channel. The retail identity changed in February 1999, when the stores were branded Virgin Cosmetics. The rebranding followed difficulty establishing a strong market position. The company continued to develop its consultant network and by October 2002 reportedly employed approximately 7,000 consultants. Its portfolio included cosmetics, skincare, bath and body products, aromatherapy, jewellery, and homeware. Jewellery was designed in-house, while homeware was organized around seasonal launches, including summer and winter ranges. International development began with an April 2001 distribution agreement with Luxasia covering a broad group of Asian markets. The company also opened Virgin Vie Spa Treatment Rooms in Cape Town in February 2002. Its Asian retail operation was subsequently reduced, and in April 2003 it closed nine stores in Hong Kong, Taiwan, Malaysia, and Singapore. In the United Kingdom, it began opening factory outlets in September 2003. The company entered South Africa in September 2005 and recruited more than 1,000 consultants during its first twelve months. In September 2006, it adopted the name Virgin Vie at Home and launched a direct-selling operation in the United Arab Emirates later that year. The Virgin Group sold the business in January 2009 through a management buyout led by Ros Simmons and Ratan Daryani. The company was relaunched as Vie at Home after the Virgin name was removed. The separation involved a payment by the Virgin Group connected with removal of its branding and the writing off of loans. Vie at Home launched in Germany in September 2009, but the market later proved unsustainable. In December 2010, Network World Alliance acquired the company. Its warehouse facility was moved from Stockton-on-Tees to Ahlen in Germany. The post-acquisition period was marked by management changes and financial pressure. Daryani resigned as chairman and owner in January 2011. HM Revenue and Customs initiated High Court winding-up proceedings that month, though the petition was dismissed on 2 February. The company announced in April that it would cease German trading at the end of May, and Simmons resigned from the board on 23 May. The business was also overdue in filing accounts with Companies House. A restructuring began in July 2011, during which the company discontinued aromatherapy, homeware, and jewellery. Vie at Home Ltd entered liquidation in August, reporting debts of more than £2 million to suppliers and HM Revenue and Customs. The brand continued temporarily through Vie Cosmetics Group Ltd, which used new suppliers. Corporate ownership and responsibility had shifted to NWA Ventures GmbH, but the successor operation also faced substantial liabilities. In late March 2012, Vie Cosmetics Group was announced as entering administration. An administrator's report indicated that some dividend might be available to creditors, but the amount was not disclosed. Vie at Home is now defunct.

• 2012

  Successor company enters administration

  [1]Vie at Homeen.wikipedia.org

  Vie Cosmetics Group Ltd, which continued using the VIE at home brand, enters administration.

• 2011

  Liquidation

  [1]Vie at Homeen.wikipedia.org

  Vie at Home Ltd enters liquidation after restructuring and creditor difficulties.

• 2010

  Network World Alliance acquisition

  [1]Vie at Homeen.wikipedia.org

  Network World Alliance acquires Vie at Home and moves its warehouse operation to Germany.

• 2009

  Management buyout and relaunch as Vie at Home

  [1]Vie at Homeen.wikipedia.org

  Ros Simmons and Ratan Daryani acquire the business and remove the Virgin branding.

• 2006

  Rebrand as Virgin Vie at Home

  [1]Vie at Homeen.wikipedia.org

  The company adopts a name emphasizing its home-based direct-selling model.

• 2002

  Consultant network reaches approximately 7,000

  [1]Vie at Homeen.wikipedia.org

  The direct-selling network becomes a major part of the company's distribution system.

• 2001

  Asian distribution agreement

  [1]Vie at Homeen.wikipedia.org

  Luxasia becomes a distributor for the company across multiple Asian markets.

• 1999

  Stores adopt the Virgin Cosmetics identity

  [1]Vie at Homeen.wikipedia.org

  The company's stores are rebranded as Virgin Cosmetics.

• 1997

  The Virgin Cosmetics Company is founded

  [1]Vie at Homeen.wikipedia.org

  Mark and Liz Warom establish the business in Chichester with backing from the Virgin Group.

A consultant-led, party-plan beauty and lifestyle retailer offering accessible cosmetics, personal care, jewellery, and home products through direct selling, mail order, retail outlets, and selected international distributors.

• Cosmetics

  Make-up

  The make-up range formed one of the company's core beauty categories and was sold through consultants, party-plan demonstrations, retail activity, and mail order.

• Personal care

  Skincare

  Vie at Home offered skincare products as part of its everyday beauty and personal-care portfolio, distributed primarily through its direct-selling network.

• Personal care

  Bath and body care

  Bath and body products complemented the make-up and skincare ranges and were among the categories presented through consultant-led sales.

• Wellness and personal care

  Aromatherapy

  Aromatherapy products were included in the company's broader personal-care offer but were discontinued during the 2011 restructuring.

• Fashion accessories

  Jewellery

  The jewellery range was designed in-house and sold alongside beauty products as part of the brand's wider lifestyle proposition. The category was later discontinued during restructuring.

• Home furnishings

  Homeware

  Homeware collections included soft furnishings and accessories such as pillows, throws, picture frames, candles, bed linen, and bathroom accessories. The company planned two principal seasonal launches each year and later exited the category.

• 2006CLIC Sargent support

  United Kingdom

  Vie at Home supported CLIC Sargent, a charity associated with children and young people affected by cancer, during the period from 2006 to 2011.

  Outcome. The partnership remained associated with the brand until 2011; the available source does not specify the amount raised.

  Source

• 2011

  Discontinue non-core product linesStrategy

  Background

  The company began restructuring while integrating with Network World Alliance and dealing with financial and operational pressure.

  Action taken

  It discontinued aromatherapy, homeware, and jewellery lines.

  Aftermath

  Vie at Home Ltd entered liquidation in August 2011, while the brand continued temporarily under a successor company.

  Source

• 2010

  Acquisition by Network World AllianceM&A

  Background

  Vie at Home required a new ownership and operating structure after the management buyout.

  Action taken

  Network World Alliance acquired the company and moved its warehouse from Stockton-on-Tees to Ahlen, Germany.

  Aftermath

  The business subsequently underwent management departures, market exits, product cuts, and insolvency proceedings.

  Source

• 2009

  Management buyout and brand separationM&A

  Background

  The Virgin Group sold the operating business after the brand's performance and financing had come under pressure.

  Action taken

  Ros Simmons and Ratan Daryani acquired the company and relaunched it as Vie at Home without the Virgin name.

  Aftermath

  The independent business continued operating but later faced ownership changes, creditor claims, and liquidation.

  Virgin-related payment and loan write-off. (2009)

  Source

• 2006

  Shift toward the Virgin Vie at Home identityStrategy

  Background

  The business increasingly emphasized consultant-led, home-based, and party-plan selling.

  Action taken

  It changed its name to Virgin Vie at Home and launched direct selling in the United Arab Emirates.

  Aftermath

  The home-selling model remained central after the Virgin name was removed in 2009.

  Source

• 2003

  Withdraw from Asian retail operationsStrategy

  Background

  The company had pursued an Asian distribution and retail presence but later reduced its direct retail footprint.

  Action taken

  It closed nine stores in Hong Kong, Taiwan, Malaysia, and Singapore.

  Aftermath

  The company continued international activity through other markets and channels, including South Africa and later the United Arab Emirates.

  Source

1. 1Vie at Homeen.wikipedia.org