{"id":31178,"date":"2025-04-29T10:00:05","date_gmt":"2025-04-29T09:00:05","guid":{"rendered":"https:\/\/research.reading.ac.uk\/research-blog\/?p=31178"},"modified":"2025-04-28T16:32:21","modified_gmt":"2025-04-28T15:32:21","slug":"wh-smith-once-shaped-the-travel-experience-and-now-its-returning-to-its-roots","status":"publish","type":"post","link":"https:\/\/research.reading.ac.uk\/research-blog\/2025\/04\/29\/wh-smith-once-shaped-the-travel-experience-and-now-its-returning-to-its-roots\/","title":{"rendered":"WH Smith once shaped the travel experience \u2013 and now it\u2019s returning to its roots"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]After 124 years as a familiar fixture to generations of customers, there will no longer be a place for WH Smith on UK high streets.<\/p>\n

Modella Capital \u2013 a specialist retail investment company \u2013 is the new owner of the chain\u2019s high street locations. For a purchase price of \u00a376 million, it will take over 480 stores in retail parks, shopping centres and high streets. It is also expected to retain its\u00a05,000 staff<\/a>.<\/p>\n

Initially,\u00a0ten stores will close<\/a>\u00a0with a further ten to be announced later. Importantly, the WH Smith brand is not being sold.<\/p>\n

The high street stores will be rebranded as TJ Jones, a nostalgic and not so subtle nod to its predecessor. There is clearly an understanding that a\u00a0family brand<\/a>\u00a0still means something to consumers.<\/p>\n

WH Smith is recognised globally due to its rapidly growing presence in\u00a0airports<\/a>. Its travel divisions is set to remain in train stations, airports and hospitals.<\/p>\n

These 1,200 stores in 32 countries account for around\u00a085% of group profits<\/a>. The\u00a0strategy<\/a>\u00a0is to focus on key travel markets, as air passenger numbers are forecast to more than double globally\u00a0by 2050<\/a>.<\/p>\n

Interestingly, by prioritising travel customers, WH Smith has gone full circle \u2013 returning to its Victorian roots as the main retailer of books and newspapers in railway stations. I have\u00a0researched<\/a>\u00a0the history of the British publishing industry \u2013 passengers picking up a newspaper or the latest bestseller at travel hubs is a practice that was pioneered by the brand that would go on to become WH Smith.<\/p>\n

In 1792, newsagent Henry Walton Smith with his wife Anna started a small retailing business in Little Grosvenor Street in the west end of London. Their son William Henry took over the family firm in 1812. He expanded to include a\u00a0\u201ccoach trade\u201d<\/a>\u00a0of London daily papers to the regional provinces outside the capital.<\/p>\n

William took advantage of the revolution in the British publishing industry that came with the industrial age. From its introduction in 1814, the\u00a0steam-powered printing press<\/a>\u00a0brought down the cost of printing newspapers and books, opening more opportunities for literature.<\/p>\n

In under 50 years, the sale of newspapers\u00a0quadrupled<\/a>, rising from 16 million a year in 1801 to more than 78 million by 1849. Increased literacy among adults and children created a market for new material, and as railways enabled\u00a0new distribution networks<\/a>\u00a0there were even\u00a0more opportunities<\/a>\u00a0to sell printed products.<\/p>\n

The development of railway stations provided a surge in travel that was a novelty for many Victorians, who needed entertainment to keep them occupied during long journeys.[\/vc_column_text][vc_column_text]<\/p>\n

Broadening horizons<\/h2>\n

In 1848, Smith and his son secured an exclusive agreement to sell books and newspapers at railway stations owned by the London and North Western Railway. The first bookstall opened in Euston station in November that year, and by the end of the 1860s they operated more than 500 bookstalls along Britain\u2019s railways.<\/p>\n

This contract led to WH Smith dominating a large part of the book trade by the end of the 19th century. It continued to expand, and the first town shop opened in Gosport, Hampshire in 1901.[\/vc_column_text][vc_single_image image=”31184″ img_size=”large” add_caption=”yes”][vc_column_text]In 1850, Smith and son also made a deal with publisher George Routledge to supply and stock their railway outlets with his cheap series of reprints. These were known as \u201cyellowbacks\u201d as the prints were bound in thin yellow card with eye-catching artwork.<\/p>\n

These were a precursor to the paperback, designed to be read on the train and then discarded. Selling at roughly half the price of a novel at the time, they were mass-market products that provided significant revenue for WH Smith \u2013 just as paperbacks do today.<\/p>\n

Building on the opportunity of the growing travel market, the company broadened its offering to the public by partnering with\u00a0Charles Edward Mudie<\/a>, who founded Britain\u2019s largest circulating library in 1842. At one point Mudie\u2019s flagship location in New Oxford Street in London held more than\u00a0960,000 titles<\/a>.<\/p>\n

By 1859, Mudie had an agreement with\u00a0WH Smith<\/a>\u00a0to\u00a0supply the bookstall<\/a>\u00a0at Birmingham station \u2013 essentially creating a library department in the bookstall. Mudie supplied popular titles from London allowing \u201cpassengers to exchange books daily at the subscriber\u2019s pleasure\u201d.<\/p>\n

For more than 170 years, WH Smith has grown from its origins as a retailer at railway stations to becoming a familiar presence in town and city centres across the UK. More recently it has been the butt of jokes online for its disorganised and\u00a0messy stores<\/a>.<\/p>\n

But the decision to offload its high street premises underscores the fact that, just as in the Victorian era, travellers seeking entertainment for the journey will still turn to that old trusted brand.[\/vc_column_text][vc_column_text]Marrisa Joseph<\/a>, <\/span>Associate Professor of Organisation Studies & Business History, University of Reading<\/p>\n

This article is republished from\u00a0The Conversation<\/a>\u00a0under a Creative Commons license. Read the\u00a0original article<\/a>.<\/em>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text]After 124 years as a familiar fixture to generations of customers, there will no longer be a place for WH Smith on UK high streets. 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