Not retail decline. Retail reinvention.

The media narrative has been quick to mourn the ‘death’ of WHSmith on the high street - another British retail icon seemingly fading away.

But for those of us who work closely with multi-location brands, the story looks very different.

This isn’t decline, it’s deliberate transformation.

Yes, WHSmith is shedding many of its traditional large-format stores. But what’s often missed is that it’s expanding its travel retail formats - those smaller, sharper units in stations, airports, and travel hubs where consumer needs are clear and local context matters more than ever.

Passing through London Bridge recently, I stepped into two of WHSmith’s reimagined formats - Tech Express and The Bookshop by WHSmith.

While these stores first opened in 2018, they still feel sharp, relevant, and purpose-built for today’s on-the-move customer.

What stood out was how closely they align with WHSmith’s original promise - curated, considered, and customer-focused.

More importantly, they represent the kind of successful, format-led retail the brand is now doubling down on.

A clear signal that WHSmith knows where it wins - and is leaning into it.

This is exactly what successful multi-location brands must do: step back, understand their strengths, and refine the format to meet changing behaviours and environments.

This isn’t failure. It’s a textbook example of brand evolution done right.

The real question is: are we, as marketers and strategists, doing enough to challenge the media-driven perception of ‘decline’ when reinvention is actually taking place? 

If your brand knows where it wins - and wants to lean into it, get in touch. We Are Acuity have over 25 years experience in driving local retail for independent and multi-location brands , you can learn more about the services we offer by clicking here.

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