Richard Branson Brings Virgin’s Luxury to the Channel Tunnel

Virgin Group Founder Richard Branson says he is spreading the company’s “Ooh la la” into a new transport venture.

Having conquered the air travel, cruise and train sectors, Virgin has been given the green light to launch a rival international train service through the Channel Tunnel.

The Office of Rail and Road confirmed on 30 October that the company can move forward with plans to use the Temple Mills International Rail Depot in Leyton, East London.

This puts Virgin in the frame to introduce competition on the Channel Tunnel route, with Richard announcing his ambition “to connect London St Pancras International with Paris, Brussels and Amsterdam by 2030."

He adds that the company has prospectus plans to expand even further across Europe: “Just as we’ve challenged incumbents in the air, on the seas and just as we’ve led the UK rail market before, we’re ready to do it all over again.”

A service set up for success

The announcement signals the end to a 30-year-monopoly of the Channel Tunnel, which Richard says is the right decision for customers.

It will operate out of the depot in Leyton as it is the only UK site capable of handling the larger trains used on the continent. The site is already connected to the Channel Tunnel route.

Virgin Trains, which began serving the West Coast Main Line in 1997 and stopped services in the UK in 2019, was a successful venture for the Virgin empire.

Richard wrote in a post on LinkedIn that in the 20 years that the company operated it:

• Reduced journey times considerably
• Tripled services on key routes
• Increased passenger numbers from 8 million to 42 million each year

Richard says that throughout its service, Virgin put people first and that “extraordinary customer service is exactly what we plan on bringing to the Channel”.

According to the exec, the service will operate energy-efficient trains that will deliver the Virgin experience.

A Virgin-style announcement 

The new service was announced at St Pancras station on 30 October through banners and digital billboards stating “Oh la la” and “All abroad” on the signature Virgin red.

The Virgin team gave out “goodie bags” to Eurostar travellers, which Richard referenced, saying: “A little bit of cheeky goes a long way, sometimes!”

He added: “It took me back to the days when we had a blimp, which we used to write cheeky messages on and fly around London.”

The company also announced that it will be working alongside Alstom, which will provide 12 state-of-the-art Avelia Stream trains, “delivering a modern, comfortable and unmistakably Virgin travel experience”.

The companies have worked together before, as Alstom built the Virgin Trains pendolinos.

The body shells were constructed at the former Fiat Ferroviaria factory in Italy before being transported to Alstrom’s facility in Birmingham.

The history of Virgin Group transport 

Since the 80s, Virgin Group has been adding its touch to different transport sectors.

Virgin Atlantic Airways was launched in 1984, with the first flight from London Gatwick to Newark in the US. A series of other airlines were released under the brand including Virgin America, Virgin Nigeria Airways and Virgin Australia.

In 1985, Virgin Group broke into the sea-scape with the launch of Virgin Atlantic Challenger, a speedboat aimed at breaking the transatlantic crossing record.

Then in more recent years, Virgin Voyages - its cruise line brand - was launched in 2020.

Concluding his announcement, Richard said: “It’s early days, but the tracks are being laid for something transformative.

“We can’t wait to welcome you abroad, and to sprinkle a bit of Virgin magic across the Channel.”