The partnership enables Solstice Sunglasses to tap into WHSmith’s high-traffic retail network.

Specialty retailer WHSmith North America has partnered with Solstice Sunglasses to integrate premium eyewear stores into select WHSmith locations across the region.

The collaboration leverages the strong growth in the US travel retail market, which is forecast to reach US$10.7 billion by 2030, with a compound annual growth rate of +8.4%. Importantly, the luxury eyewear segment is projected to generate US$11.33 billion in revenue in the US by 2025, growing at an annual rate of +3.59%.

The partnership positions Solstice Sunglasses to gain access to WHSmith’s high-traffic network, bringing curated designer sunglasses from brands such as Gucci, Ray-Ban, Maui Jim, and Michael Kors to major airport hubs including New York JFK, Los Angeles, and San Francisco airports.

WHSmith eyes ATV increase

The new alliance includes the installation of branded Solstice Sunglasses displays in select WHSmith North America stores. Travellers will gain access to authentic premium sunglasses from globally recognised brands, supported by seasonal promotions and in-store activations. Additionally, the collaboration presents an opportunity to boost average transaction values across WHSmith North America’s travel locations.

“WHSmith North America is dedicated to enriching the traveller experience with high-quality, convenient retail solutions,” noted Roderick McOwan, Chief Development Officer of WHSmith North America. “Our partnership with Solstice Sunglasses elevates this offering by introducing premium eyewear through a trusted, authorised reseller, meeting growing demand for luxury goods in travel retail.”

Solstice Sunglasses CEO Mikey Rosenberg added: “This partnership leverages WHSmith’s prime locations and our brand relationships to create significant value. We’re bringing authenticated luxury eyewear to high-conversion travel environments where customers actively seek quality products.  This strategic alliance positions both companies for continued growth within the dynamic travel retail sector.”

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