Business Services Industry

Branson is told to cut his share price for Virgin Mobile.

Knight Ridder/Tribune Business News, July, 2004

By James Ashton, Daily Mail, London Knight Ridder/Tribune Business News

Jul. 20--Sir Richard Branson must be wondering why he bothered.

His return to the London stock market is becoming a rough ride after City institutions forced him to slash by one-fifth the price of shares being sold in Virgin Mobile.

The bearded entrepreneur is taking a severe haircut. The price range was reduced to 200p-220p from 235p-285p in an emergency conference call with banking advisers.

"Rather than tough it out, we were advised to cut it," Virgin Mobile said.

Defiant noises from the camp earlier suggested it would rather stay private than cut its price.

It means VM could be valued at just UKpound 500m when it is priced tonight,...

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