WH Smith, a cornerstone of British high streets for over two centuries, has announced the sale of its 480 high street stores to Modella Capital for £76 million. This strategic move will see the iconic WH Smith name replaced with "TGJones" across these locations.
 |
| WH Smith Rebrands |
The introduction of the TGJones name
has sparked curiosity and debate among consumers and branding experts alike. Modella
Capital, which also owns Hobbycraft, stated that the name was chosen to evoke a
familial feel, akin to the familiarity associated with "Smith" and
"Jones" being common surnames. A spokesperson explained, "Jones
carries the same sense of family and reflects these stores being at the heart
of everyone’s high street."
Public and Expert Reactions
The rebranding decision has elicited
mixed reactions. Some consumers have expressed nostalgia for the WH Smith name,
lamenting the loss of a historic brand from the high street. Others have
questioned the choice of a made-up name, with some branding experts suggesting
it lacks authenticity and may not resonate with the public as intended.
Strategic Implications
This transition underscores WH
Smith's strategic pivot towards focusing on its travel retail business, which
has become the company's primary revenue driver. The sale allows WH Smith to
concentrate on its operations in airports, train stations, and hospitals, while
Modella Capital aims to revitalize the high street stores under the new TGJones
brand.
As the rebranding process unfolds, it remains to be seen how the TGJones name will be received by the public and whether it can uphold the legacy of its predecessor on the British high street.
No comments:
Post a Comment