WHSmith opens new flagship store with best-in-class design at LHR Terminal 2

By Andrew Pentol |

Customers can browse a wide selection of pharmacy products, cosmetics and a comprehensive health and beauty offer in the new WHSmith London Heathrow Terminal 2 store.

WHSmith has opened its new flagship store at Heathrow Terminal 2, incorporating a best-in-class store design and complementary in-house pharmacy.

News of the planned opening was first reported by TRBusiness last month following an interview with Heathrow Retail Director Fraser Brown.

He told this publication: “WHSmith won this as part of a market testing exercise for Terminal 2 and we are incredibly excited. The rational is it makes it a much easier passenger experience to get all those essential travel retail items under one roof.

“For us as an airport operator, it is incredibly useful in terms of the efficient use of space. You’re not duplicating things like grab-and-go sandwiches, water or crisps. We’re really proud about what we’re doing and incredibly confident given the work we and they [WHSmith] have done that this will be well received by passengers.”

This new concept store provides passengers travelling through Heathrow Terminal 2 with access to a one-stop shop. The store offers customers everything they need for their journey, from best-selling books and food and drinks to last-minute cosmetics, souvenirs and gifts.


Customers can browse a wide selection of pharmacy products, cosmetics and a comprehensive health and beauty offer, combining product ranges from global brands such as L’Oréal, Olay and Rimmel.

The new concept store provides passengers with access to a one-stop shop.

A pharmacy offer from partner, Well, a major operator within the pharmacy market, is also available in-store. Customers can benefit from a qualified in-store pharmacist to give them personalised support and advice ahead of their journey.

Carl Cowling, Group Chief Executive, WHSmith commented: “We’re delighted to have opened our most remarkable WHSmith store yet in London Heathrow’s Terminal 2. This new world-class design and stunning store environment, including the enhanced pharmacy offer, really does showcase the very best in travel retail globally.

“My sincere thanks go to all of the team involved who have created such a fantastic store throughout what has been a very challenging few months for everyone. We have received great feedback from passengers travelling through the airport and the team looks forward to welcoming more customers over the coming months.”

Seb Hobbs, CEO, Well added: “I’m excited that our partnership with WHSmith has expanded into such a prestigious location. While passenger numbers are undoubtedly lower than usual at the moment, we’re delighted to provide a Pharmacist service to the growing numbers passing through.

“With no appointment needed, passengers can rely on the expert advice Well pharmacy teams provide every day along with well-known medicines to support their health and wellbeing needs. Recent years have seen an increasing rise in the trend for last-minute holiday bookings, so knowing that you can get your holiday health essentials — and advice — at the airport means one less thing for passengers to worry about.”

WHSmith says travellers will be inspired by the new store design and the retailer’s world-first LED fascia.

Additionally, travellers will be inspired by the new store design with the retailer’s world-first LED fascia. This creates an engaging visual impact while allowing the store to clearly signpost the products, services and offers available, according to the company.

WHSmith also said that the large open-fronted entrance was inviting and welcoming, allowing passengers to appreciate the full product ranges available. These include a number of feature areas that add product highlights and create experiences, a sense of place and an enjoyable shopping experience. The store also features its own Big Ben clock, which is a symbol of London.

Brown, who recently participated in the TRBusiness Adapt & Survive Skype video series added: “We have a longstanding relationship with WHSmith, dating right back to when the airport opened in 1946, so it’s fantastic to be celebrating this new flagship store in Terminal 2 today.

“We’ve worked together to create a truly innovative travel retail concept, continuing to provide the best airport service in the world despite the challenges presented by the Covid-19 pandemic.”

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