WH Smith International Travel has announced the successful opening of 10 stores across all four terminals at Singapore Changi International Airport.

Operating from a combined store area in excess of 1,800sq m the WH Smith stores range from 66sq m to 282sq m.

The outlets at Singapore Changi International Airport exhibit an international store concept, with visual cues to draw the customers’ line of sight into the store with the use of architectural fins. These connect the stores external brand fascia through to the customer service desks.

Large navigational signage has been installed, designed to internally illuminate, ensuring that customers can easily access the product category they are looking for. Nine of the 10 stores were constructed over a three-month period.

Product merchandise has been developed to cater to travelling customers across the respective terminals.

DIVERSE BOOK DEPARTMENT

The stores comprise a diverse book department to cater for all book lovers. This includes the latest and best-selling magazine titles, with a full face-out display to provide an extensive choice for customers on the go. Customers will also find zones for digital products, gifts and souvenirs, confectionery and WH Smith’s proprietary branded travel essentials ranges.

International Chairman Louis de Bourgoing said: “Securing the Singapore contract is a key strategic step for our Asian strategy and we are very proud to have been awarded all 10 stores across the four terminals in such a prominent airport.

“In partnership with Changi, we have built a new upscale design and are looking to provide a compelling retail offer and excellent customer service. With stores in Singapore, Malaysia, Indonesia, Philippines and China, either directly run and through strong partners, we have built a unique network maximising synergies and expertise.”

The openings in Singapore Changi follow recent others in Muscat, Rio and Rome.