As WH Smith disappears from the high street, Will Bosanko looks at why the brand failed, and asks whether there is a future for TG Jones

WH Smith’s disappearance from UK high streets marks the quiet end of a once-iconic British brand. After months of speculation, the books and stationery chain is set for a £76m sale to Modella Capital, with plans to rebrand 480 stores as TG Jones.

But this isn’t just another story of high street decline. It’s a stark case study in what happens when a brand loses relevance. The business has failed to ruthlessly articulate what it stands for, leaving consumers confused about its story.

So, where did WH Smith go wrong?

The confusing ‘WHS’ rebrand

Let’s start with a lack of clarity. It became increasingly unclear what the WH Smith brand stood for, why it mattered or how it fitted into modern life. And in today’s landscape, relevance is everything. If people don’t know your value, they’ll go elsewhere.

Take its tentative “WHS” rebrand trial in 2023. It lacked confidence, failed to cut through and only deepened consumer confusion. A brand refresh isn’t just about a new logo or design tweak, it requires a clear articulation of the business vision and its value to all audiences. Without that, even the most established brands can lose their footing.

WH Smith’s failure to evolve

This wasn’t just a branding misstep; WH Smith failed to evolve. Businesses and brands must move in lockstep with changing consumer behaviour. As digital consumption soared and customer expectations shifted, WH Smith clung to a tired paper goods formula.

Where was the reinvention? The standout proposition? The compelling reason to choose WH Smith over Amazon, Waterstones or the convenience of supermarket bookshelves? It never materialised.

Away from the high street, the software giant Adobe offered a masterclass in reinvention, leaning into the market shift towards digital-first subscription-based models. Rather than clinging to legacy revenue streams from its Photoshop and Illustrator products, it committed to repositioning itself as a cloud-based, AI-driven creative solutions company.