Richard Branson’s Virgin Group is planning to take many of its individual businesses public.

The group, founded by British tycoon Sir Richard Branson, always described itself as “branded venture capital” rather than a corporate conglomerate. Now its chief executive, Stephen Murphy, tells the Times of London that it plans to function much like a private equity firm.

“We think of our peer group now being people like Apax and Blackstone,” Murphy said in an interview with the Times.

Virgin will float individual companies such as Virgin Mobile U.S.A. and Virgin Active on the stock market, while retaining a stake in them to maintain and protect the Virgin brand.

Virgin Group has created over 200 companies worldwide under a single umbrella brand, including the airline Virgin Atlantic and the mobile phone provider Virgin Mobile. The core business areas are travel, entertainment, and lifestyle.

In addition to considering public ownership, Virgin Group is also entertaining buyout offers from private equity firms as an alternative to a public offering.

Related Links:

• The New York Times: Virgin Group: Private Equity Firm?
• The Times: Virgin Mobile U.S.A. Prepares Path to Making $500M Float