WHSmith name to vanish from UK high streets after 230 years

WHSmith is in talks to offload its 500 high street stores as part of a strategic shift, but the sale will 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.

As part of the sale, the high street business—known for its stationery, books, and newsstands—will no longer carry the WHSmith name, which has been a fixture since the first store opened in 1792.

Speaking to The Sunday Times, CEO Carl Cowling confirmed the company is exploring strategic options for the high street division, including a potential sale, but emphasised that the brand will not be included in the deal, meaning the WHSmith name will disappear from UK high streets.

The retailer’s high street division, which has struggled with declining sales and foot traffic 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 WH mith high street locations also house post offices, adding further complexity to the transaction.

Despite the ongoing sale process, retail analysts have questioned the long-term impact of losing the WH Smith brand.

“The brand has been synonymous with the high street for generations. Losing it could create challenges for any new owner,” said retail consultant Richard Hyman.

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