Virgin Mobile launched its market leading Sim-only deal, Liberty Sim, in Carphone Warehouse stores on Friday and has now turned its attention to the non-specialists.
The virtual operator is now supplying its £15-per-month Sim-only deal offering 300 minutes and 300 texts to Carphone.
It is the first time the deal has been offered on the high street after Virgin built up its near 30% market share through direct channels.
Bosses are now in talks with supermarkets to further extend distribution of the Liberty Sim.
Virgin Mobile's head of indirect sales said: ‘We have mainly been successful in the direct channels so far. It is good to be able to build on that in a new channel after getting into Carphone.
‘And we are in talks with the likes of the supermarkets to further build on this.
‘We are the market leaders for Sim-only deals with a 29% market share.
‘Sim-only is a new sub-category in the market place. We have found a very successful formula in it.’