Specialist retailer WH Smith has today (16 November) opened its largest store in its UK Travel footprint, a 6,000 sq ft shop at Birmingham Airport.

Described as its flagship, the store offers travel essentials alongside a health and beauty offering and a tech zone. The shop also offers coffee.

According to the brand, the opening takes its customer proposition to “another level”.

The store features a bespoke design inspired by local architecture. 

“Making our customers’ journeys better is what we’re here to do, and this flagship store opening at Birmingham really does just that,” said Andrew Harrison, Managing Director, UK Travel.

“It’s a fantastic store and the team have worked tirelessly to perfect today’s opening. 

“I really couldn’t be more proud of both the end result and also of the effort that has gone into creating this bespoke format for our partner at Birmingham Airport and our customers.”

Back in August, WH Smith extended its presence at Bristol Airport with a new curi.o.city store.

The premium gifting concept offers travellers upmarket stationery items, quirky and eclectic gifts, keepsakes and mementos.

The Bristol outlet became WHSmith’s sixth curi.o.city store to open in 2023, with other shops trading at London Gatwick Airport, London St Pancras International railway station, and Selfridges in Birmingham.