WHSmith NA builds retail estate at Newark Liberty with six new stores

By Luke Barras-hill |

Two new InMotion units have joined WHSmith’s portfolio at Newark Liberty International Airport.

WHSmith North America (WHSNA) has opened six additional concepts at Newark Liberty International Airport (EWR) Terminal A.

A total of 13 stores run by WHSNA have now begun trading at EWR since January, bringing the total number of shops to 20, following a seven-store opening  earlier this year.

The Marshall Retail Group and InMotion owner has revealed a Lego store, with an imposing Lego character welcoming visitors as they enter the shop, where they can explore products from Duplo, Ninjago, Star Wars and more.

Two more InMotion locations offer passengers technology and electronic essentials from brands such as Apple, Beats, Bose, Sony and JBL.

The stores mark the InMotion brand’s fifth opening at EWR.

One of the new locations features a fully digital exterior, making it only the second InMotion location in the country boasting the feature.

Meanwhile, ‘Just Jersey’ is a nod towards bringing travellers a new concept specifically geared towards the state of New Jersey.

The open-air concept carries New Jersey themed apparel, souvenirs and gifts as well as an assortment of items and consumables from local vendors.

Play the Field is WHSNA’s first-ever sports-themed concept, selling branded merchandise from a range of New York based professional teams such as the Yankees, Mets, Giants, Jets and Nets.

Shoppers are greeted by a large, cheery figurine upon entering the latest Lego store at EWR.

A 12-foot wall of hats can be found at Play the Field in addition to team t-shirts, plush items, and other souvenirs.

Finally, the wave of new openings concludes with EWR’s second New Jersey Monthly location selling a wide selection of travel necessities after the first unveiled earlier this year.

Toby Keir, CEO of WHSmith North America said: “We are proud to expand our prolific store portfolio at Newark Liberty International Airport and would like to express our gratitude to our wonderful store partners Pady Regnier with Airport Retail Group, Sandy and Terri Roberts with Onsite Retailers, Maurice Ojeda with FAD Marketing & Concessions and Tonja Pastorelle with Pastorelle Marketing Group, as well as the Munich Airport NJ team for their help bringing these unique concepts to fruition.”


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