In a major shake-up for British retail, WHSmith is set to remove its name from all high street stores following the sale of its retail division. The decision marks the end of an era for one of the UK’s most iconic brands, which has been a fixture on high streets for over two centuries.
The End of WHSmith on the High Street
The company has announced plans to offload its 500 high street outlets, but crucially, the sale does not include the rights to the WHSmith brand name. This means that once the sale is completed, all existing high street stores will be rebranded under new ownership, officially ending WHSmith’s presence on the UK high street.
Instead, WHSmith will focus exclusively on its booming travel retail division, which has become the company’s main source of profitability. With outlets in airports, train stations, and other travel hubs worldwide, the travel business now accounts for roughly 85% of the company’s profits, signaling a clear shift in consumer habits toward convenience-driven shopping.
Why WHSmith is Abandoning the High Street
The move comes as traditional high street retail continues to struggle amid the rise of online shopping and changing consumer behaviors. While WHSmith stores have been a familiar sight in town centers for generations, footfall has declined in recent years, and the company has faced increasing pressure from digital retailers and supermarket chains that offer similar products at competitive prices.
By selling off its high street division, WHSmith is following a broader trend among retailers seeking to streamline operations and focus on more profitable sectors. The company’s CEO stated, “Our future lies in travel retail, where we see strong growth opportunities. This strategic shift allows us to invest in expanding our airport and railway station presence globally.”
What Will Happen to WHSmith Stores?
The sale process, managed by investment firm Greenhill, has already attracted interest from several potential buyers, including private equity firms Alteri and Modella Capital. Both firms have experience in restructuring struggling retail businesses, and any deal could involve significant operational changes.
The biggest question now is what will happen to the 5,000 employees working in WHSmith’s high street stores. With the sale likely to result in rebranding, there is uncertainty over how many stores will continue to operate under new ownership. The average lease length of these stores is just two years, giving buyers flexibility to close unprofitable locations.
Industry experts speculate that some stores could be rebranded into discount bookshops, stationery chains, or convenience stores, while others may face closure if new owners deem them unsustainable.
A Wider Shift in UK Retail
WHSmith’s exit from the high street is part of a larger transformation in UK retail, where many traditional chains are either shutting down or pivoting toward online and travel-based models. Other retailers, such as Boots and Marks & Spencer, have also scaled back their high street presence in favor of more profitable locations and digital sales.
The disappearance of the WHSmith name from high streets will be a symbolic moment for many Britons, as it represents the fading of a once-dominant retail format. However, for WHSmith itself, the move is a calculated bet on a more sustainable future in the travel sector.
What’s Next?
As negotiations for the sale continue, the fate of WHSmith’s high street stores hangs in the balance. While the company will no longer have a presence in town centers, its name will live on in travel hubs worldwide.
For shoppers, this means the end of a familiar brand on the high street, but also the possibility of fresh new retailers taking over former WHSmith locations. Whether this transition will benefit local economies or contribute to further decline in UK high streets remains to be seen.
One thing is clear: the days of WHSmith as a high street staple are coming to an end, marking yet another chapter in the ongoing evolution of British retail.
