Historic Retailer WHSmith Rebrands After 230 Years – What It Means for Shoppers in Hanley and Leek
Shoppers in Hanley and Leek have been left disheartened as WHSmith, one of the UK’s most recognisable high street brands, prepares to vanish from the area forever. The company, with a history dating back to 1792, is set to rebrand its high street stores under the new name TGJones, following a £76 million acquisition.
This marks a significant shift for the British retail giant, which has had a strong presence in North Staffordshire for decades.
Key Details
- WHSmith has been acquired by Modella Capital, the parent firm of Hobbycraft
- The £76 million deal was announced on 28 March 2025
- High street branches – including Hanley and Leek – will be rebranded as TGJones
- Around 480 stores and 5,000 staff members will be impacted
- WHSmith airport and railway station outlets will retain the original name
Hanley and Leek Stores to Rebrand Permanently
With the rebrand, shoppers in Hanley and Leek will no longer see the WHSmith name on their high streets. This comes after the closure of WHSmith’s Newcastle-under-Lyme store in 2023, leaving only a handful of North Staffordshire locations before the rebrand. The move signals a complete departure from the WHSmith identity in the region.
A total of around 480 high street outlets and approximately 5,000 employees are set to be affected by the brand overhaul.
Travel Hub Stores to Remain WHSmith
It’s worth noting that WHSmith’s travel division, which operates outlets in UK airports and railway stations, is unaffected by the deal. These stores will continue trading under the original WHSmith brand, preserving a part of the retailer’s legacy.
Public Reaction: Nostalgia and Disbelief
The news has sparked a wave of nostalgia and surprise among loyal customers. Many took to social media platforms to share their disappointment, expressing how WHSmith had been a staple of their childhoods and everyday shopping routines.
WHSmith was originally founded in 1792 by Henry Walton Smith and his wife, Anna, and has since become a cornerstone of British retail. The rebrand to TGJones marks a bold new direction for the business, though its legacy remains etched in the memories of generations.
As TGJones prepares to take over, many shoppers are left wondering what the future holds for their beloved local stores.
Confirming the strategic shift, WHSmith stated: “All stores, colleagues, assets and liabilities of the High Street business will move under Modella Capital’s ownership as part of the Transaction. Under this new ownership, the business will be led by Sean Toal, currently CEO of the High Street business. The High Street business will operate for a short transitional period under the WHSmith brand whilst the business rebrands as TGJones.”
Carl Cowling, Chief Executive Officer of WHSmith, explained: “As we continue to deliver on our strategic ambition to become the leading global travel retailer, this is a pivotal moment for WHSmith as we become a business exclusively focused on travel.
“We have a highly successful travel business, operating in fast growing markets in 32 countries and we are constantly innovating to deliver strong returns and meet our customers’ and partners’ needs.
“Our travel business currently accounts for around 75% of the group’s revenue and 85% of its trading profit. With the ongoing strength in our UK travel division, and the scale of the growth opportunities in both North America and the rest of the world, we are in our strongest ever position to deliver enhanced growth as we move forward as a pure play travel retailer.
Mr Cowling continued: “As our Travel business has grown, our UK high street business has become a much smaller part of the WHSmith Group. High street is a good business; it is profitable and cash generative with an experienced and high-performing management team.
A notably disappointed X user lamented: “I am absolutely gutted about WHSmith. It was the place I shopped as a kid. My first paid job. My first management job. The company was kind and compassionate when my mother passed away. I played football for the store team. So many happy memories. The name should stay!”
Echoing the sentiment, another added: “Once one of my favourite shops – definitely part of my childhood – so feeling even older than usual. But why the daft name change?”
Capturing the mood of disbelief, a third commenter posted: “WHSmith. What a sad day. The management has been running it down for years. From being a pleasant place to be in it became a self-service, pile it high and sell it cheap drab environment. What a sad day.”
A fourth disgruntled shopper lamented: “Sad to read the news today that WHSmith will disappear from our high streets after an agreed sale… end of an era. I have many found memories of buying my Jam singles from the record department in Southsea on Saturdays in the 80s.”
