WH Smith is opting for the oldest trick in the corporate playbook. It is changing its name. It might have been better to get some new carpets – or at least to freshen up some of the display counters. As the chain’s high street shops are sold off, they will be rebranded as TG Jones, whoever the heck he was. Sure, a few nostalgics might mourn the passing of one of the oldest names on the British high street. And yet, the blunt truth is that the brand was already dead – and no one will miss it now.
If you want to buy some over-priced water, or pick up a chocolate orange from WH Smith, they will still be operating at train stations and airports.
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