WHSmith Store Rebrand Hits UK High Streets
The WHSmith store rebrand is sweeping across the UK, replacing the historic WHSmith name with TGJones in a £76 million deal led by Modella Capital. This bold move is reshaping 480 high street stores, sparking curiosity among shoppers and raising questions about the future of British retail.
While WHSmith’s travel division operating over 1,200 airport and railway shops worldwide remains intact, the high street landscape is undergoing a transformation. Visit WHSmith’s website to see where the familiar brand remains.
Why the WHSmith Store Rebrand Happened
The WHSmith store rebrand comes as the company shifts its focus toward its booming travel retail division, which generates 75% of revenue and 85% of profits. High street outlets, while still profitable, no longer align with WHSmith’s growth strategy.
Modella Capital, owner of Hobbycraft, acquired the 480 stores to rejuvenate their appeal under the TGJones banner. The rebrand brings a modern, blue-toned identity designed to capture younger demographics while retaining classic product offerings like books, stationery, and gifts.
First TGJones Shops Debut After WHSmith Store Rebrand
The first wave of stores to undergo the WHSmith store rebrand includes Southwick and Lancing, now featuring sleek TGJones signage, new uniforms, and brighter layouts. Cluster manager Harrison Hales notes, “The new look has energized our teams, and customers are responding positively.”
Despite the cosmetic overhaul, shoppers can still find the familiar product mix. The focus remains on delivering value while refreshing the shopping experience.
Derby Reopens Following WHSmith Store Rebrand
Derby’s Derbion shopping centre location has officially reopened as TGJones following the WHSmith store rebrand. The store maintains its schedule open 9 AM to 6 PM on weekdays and Saturdays, and 10:30 AM to 4:30 PM on Sundays.
Store leader Mike Poole shared, “We’re thrilled to bring this fresh identity to Derby while offering the same great products.” Local customers are noticing the updated look but can still count on their favorite books and stationery deals.
Kenilworth Welcomes Change with WHSmith Store Rebrand
Kenilworth joined the WHSmith store rebrand on July 16, replacing its traditional signage with TGJones branding. While the changes are mostly visual—new signs, fresh color schemes, and uniforms the aim is to cultivate a more family-friendly, modern retail vibe.
For now, locals report no significant adjustments to product lines or services, but the refreshed design has already sparked community conversation.
What the WHSmith Store Rebrand Means for Shoppers
Over the coming weeks, all 480 WHSmith high street shops will adopt the TGJones brand. While Modella Capital plans to maintain core offerings, some closures are unavoidable. WHSmith anticipates shuttering up to 20 stores annually over the next three years, with locations in Bournemouth and Luton already closed after clearance sales.
Travel outlets, however, remain untouched by the WHSmith store rebrand. Airport and railway station stores continue to operate under the WHSmith name, with plans to open 90 new travel locations worldwide.
Staff and Customer Reactions to the WHSmith Store Rebrand
For staff, the WHSmith store rebrand brings optimism and new opportunities. Managers like Mike Poole highlight improved morale, thanks to updated branding and uniforms.
Shoppers, on the other hand, are split. Online forums show some embracing TGJones’s modern look, while others lament the disappearance of the familiar WHSmith name from their high streets. The success of this transition will hinge on customer loyalty and pricing consistency.
Challenges Facing the WHSmith Store Rebrand
Despite its ambitious vision, the WHSmith store rebrand faces hurdles. Rising operational costs and changing shopping habits have already forced closures in towns like March, Cambridgeshire, with final sales offering discounts of up to 50%.
WHSmith and Modella Capital are attempting to ease the impact by redeploying affected staff and ensuring that TGJones stores remain competitive with deals and promotions.
WHSmith Rebrand and the Future of UK Retail
The WHSmith store rebrand mirrors a broader shift in UK retail, as legacy brands pivot away from traditional high street models to focus on growth sectors like travel and e-commerce. Modella Capital’s TGJones aims to modernize the in-store experience, using contemporary branding to compete against larger chains and online giants.
If TGJones succeeds, it could set a precedent for other struggling high street names seeking survival through reinvention. For now, shoppers can expect more vibrant storefronts, familiar products, and potential savings during the rebrand rollout.
What to Expect from the WHSmith Store Rebrand
As TGJones replaces WHSmith across 480 high street shops, the focus will remain on delivering books, stationery, and gifts albeit with a fresher, more vibrant environment. Travel hubs will continue flying the WHSmith flag, keeping the brand visible to millions of commuters and tourists.
For a complete list of rebranded stores, check the latest updates directly via WHSmith’s official site.
for more retail updates go throuh with our retail updates and here the latest update on previous retail update; Sainsbury’s Nectar Loyalty Scheme Helps Shoppers Save £150.
The WHSmith rebrand marks a turning point for UK high streets, blending heritage with a modern retail strategy. Whether TGJones resonates with shoppers remains to be seen, but it’s a bold step in the evolving retail landscape.
