WHSmith brand set to vanish from UK high streets as takeover deal looms

WHSmith is in talks to offload its 500 high street stores as part of a strategic shift, but it’s believed the sale could involve the retailer relinquishing the rights to its iconic brand name.

The decision marks a break from over 230 years of high street history, as the business looks to focus entirely on its more profitable travel retail division.

Although WHSmith has not confirmed the specifics of the deal, The Sunday Times said sources suggest that the high street business—known for its stationery, books, and newsstands—may no longer carry the WHSmith name, which has been a fixture since the first store opened in 1792.

CEO Carl Cowling has acknowledged that the company is exploring strategic options for its high street division, including a potential sale. However, it is understood that the WHSmith brand is unlikely to be included in the deal, meaning the name may disappear from UK high streets.

The retailer’s high street division, which has struggled with declining sales and footfall in recent years, generated £452m in sales and £32m in profit for the year ending August.

However, it has faced significant challenges due to the rise of online shopping, competition from supermarkets, and changing consumer habits. In contrast, its booming travel retail arm now accounts for 85% of the group’s profits and continues to perform strongly.

The retailer has been in discussions with potential buyers, including investment firms specialising in distressed retailers, though a deal has yet to be confirmed.

The sale could lead to the closure of underperforming stores, many of which have short leases remaining. Some WHSmith high street locations also house post offices, adding further complexity to the transaction.

Though the business has not ruled out the possibility of licensing its name to a new owner, sources suggest this is unlikely.

Click here to sign up to Retail Gazette‘s free daily email newsletter