Virgin Group figurehead Sir Richard Branson again donned his suit of shining armour in protection of the British consumer, vowing to free Albion of the slur, "rip-off Britain".

Sir Richard’s latest crusade is Virgin Shopper which will ape existing UK sites and by comparing prices online and trawling for the best deals.

It will be available via Virgin Mobile Phones and, focussing initially on items such as TV sets, DVDs and CDs. Later, it may extend to houses, furniture and cosmetics.

Curiously, Sir Richard’s music retail business Virgin Megastores appears to be ignoring the new venture and has yet to make its wares available via the new service. Cynics are suggesting that its prices won’t stand up to comparison.

News Source: CampaignLive (UK)