WHSmith has unveiled a new flagship store at London Stansted airport, combining its traditional travel retail offering with the group’s previously US-focused InMotion technology and accessories concept.

This summer it was announced that WHSmith had won the tender to operate 18 former Dixons Travel stores at UK airports, and the Stansted development sees an existing WHSmith outlet combined with an adjacent former Dixons store.

The result is a joint 6,000 square foot shop with “bespoke wrap-around LED fascia complemented by instore digital signage to ease the customer journey”.

WHSmith said that the store would offer customers “all the travel essentials they need for their journey, from bestselling books, gifts and food and drinks, to an extensive range of technology and electrical accessories from premium brands, including Apple, Bose and Samsung”.

Dedicated InMotion staff will be on hand to provide regular live demonstrations of the latest products.

“We know that while it’s the destination that matters to our customers, it’s their journey that matters to us, and we’re proud to provide a superior customer experience in this store through our live product demonstrations to entertain the whole family ahead of their flight,” said Andrew Harrison, Managing Director, WHSmith Travel.

“We have received very positive feedback since the store opened and we look forward to welcoming more customers over the months ahead.”

Meanwhile Ben Green, Retail Director at London Stansted said:

“This fantastic new store and concept, combining the best of WHSmith and its travel essentials offer with the exciting new InMotion technology brand, will make airport shopping even easier for our passengers by bringing together an extensive range of products all under one roof.

“The enhanced offer is an excellent addition to London Stansted’s departure lounge, and one I’m confident will prove to be extremely popular with our passengers.

“We have enjoyed a long and successful partnership with WHSmith at the airport, and this innovative new store will take our relationship to another level.

“The opening is perfectly timed as travel restrictions ease and we welcome more passengers back to London Stansted, so we look forward to working together and providing the best possible experience for passengers before they take to the skies.”

In May this year WH Smith announced plans to open around 100 new travel stores over the next three years, including 60 outlets in North America.

WH Smith to open 100 new travel stores

whsmith.co.uk, inmotionstores.com, stanstedairport.com