WHSmith to TG Jones

For many years now, WHSmith hasn’t exactly been the most inspiring of retailers. Not since the early 90s anyway – back when a trip there with my dad felt like a day out. That was a moment of possibility: shelves full of stationery, magazines, and promise. A chance to reignite that feeling through a new brand felt like an opportunity to bring the British high street back to life.

Yes, I hear you cry – yes!

Instead, we got TG Jones (sigh) – a made-up name for a made-up feeling. Less of a bold reinvention and more like a quiet retirement.

At a time when our high streets are crying out for relevance, connection, and pride, this rebrand delivers the opposite. Safe. Bland. Forgettable. A missed chance to remind people why WHSmith mattered in the first place.

So what went wrong?

It’s easy to criticise from behind a keyboard, I know. Not everything was misguided.

Keeping the blue was practical – consistent signage, cheaper rollouts, and fewer headaches with uniforms and packaging.
The name, too, ticks the heritage box. It sounds traditional, familiar, maybe even trustworthy. On paper, it all works.

But despite those justifications, something fundamental has been missed – a heartbeat! It’s so lifeless not even a Joe Wicks burpee could re-start it.

There’s no sense of who the brand is, who it’s for, or more importantly why it matters in 2025.

WHSmith has for many years been functional, consistent but uninspired. Overpriced notebooks, sterile aisles, and the faint smell of printer ink. Compared with brands like Foyles, Waterstones, or Cass Art, it feels soulless.

• Foyles – a heritage brand reborn through design, curation, and atmosphere.

• Waterstones – warm, local, and community-led.

• Cass Art – vibrant, knowledgeable, alive with creativity (and my daughter’s favourite shop).

Even Amazon feels more exciting – and that’s saying something.

How it could have been better

The brief should never have been about replacing a name. It should have been about reclaiming a legacy.

To build the future of the high street, you have to honour its past – and give people a reason to fall in love again. That means more than new signage; it means new experiences.

A modern store should offer:
• Community and conversation
• Creative and social spaces
• Events that connect people
• Rewarding loyalty
• Inspirational window displays
• Digital innovation — apps, rewards, content
• Collaboration with local creators and schools
• Spaces that feel alive

It’s simple: when you invest in your customers, they invest back in you. Ignore them, and the connection fades.

By all means, if I need some printer ink or a hole punch, I’ll pop in. But let’s be honest – I won’t be holding my breath.

👉 What do you think of the TG Jones rebrand? Bold new chapter, or missed opportunity? Drop me a DM – I’d love to hear your thoughts.

#Rebranding #RetailDesign #CustomerExperience #BrandStrategy #HighStreet

Background

Recently, WHSmith announced it would be splitting off its high street business — around 480 stores and 5,000 staff — in a deal with private equity firm Modella Capital.

The catch? WHSmith kept its profitable travel retail division (airports, stations, hospitals), which generates roughly 75% of revenue and 85% of trading profit. That means the WHSmith name stays with travel — leaving the sold-off high street stores needing a new identity.

And so… TG Jones was born.