WHSmith’s exits the high street! Can TGJones win over shoppers?

For over 200 years, WHSmith has been a familiar sight on the British high street. From school supplies to snacks and bestselling books, its stores have been part of daily life for generations. But things are changing and fast.

Recently, WHSmith sold around 480 of its high street stores to investment firm Modella Capital for £76 million. But here’s the twist, the WHSmith name wasn’t included in the deal.

So, what are these stores now called? Say hello to TGJones, a brand new name that has left many people confused, amused, or just unimpressed.

Who or what is TGJones?

Modella Capital is rebranding all the high street stores it bought under the new name “TGJones”. The shops will retain many of the current staff and still sell books, stationery, cards, and magazines. But, the familiar WHSmith branding will disappear.

So far, there’s no real explanation for what TGJones means. It’s not a real person, and it has no clear identity. Branding experts say the name lacks meaning, feels “soulless”, and doesn’t tell customers anything about what the store offers.

WHSmith isn’t disappearing completely

Importantly, WHSmith has kept all of its travel stores (the ones you can find in airports, train stations, and hospitals). These have been more successful and profitable in recent years, especially as the high street has struggled. WHSmith is now focusing on its stronger travel retail business, while Modella takes over the challenge of running (and hopefully reviving) the high street shops.

Why is this important for business students?

This is a great real-life example of brand strategy, repositioning, and customer perception. WHSmith has made a clear business decision to keep the part of the business that’s performing well (travel retail) and sell off the less profitable part (high street stores).

But, rebranding is not just about changing a name. A brand holds meaning, trust, and emotional value for customers. TGJones may look like WHSmith on the inside, but without a story, identity, or clear purpose, it may struggle to win loyalty.

This story raises important questions about what makes a strong brand, how businesses adapt to change, and whether changing a name alone is enough to attract customers.

Questions for business students:

1. Do you think WHSmith made the right decision to sell its high street stores but keep its travel stores? Why or why not?

2. Is a strong brand name essential for business success or does product and service quality matter more?

3. If you were in charge of rebranding these stores, what name or strategy would you have chosen instead of TGJones to attract customers of your age?