Store gallery: WHSmith’s new ‘blended essentials’ Heathrow store

The store, which has increased its floor space from 4,800 sq ft to 5,100 sq ft, features dedicated sections for each category with different fixtures, fittings and colour schemes to give a shop-within-shop feel.

The store provides a full range of products for passengers with over 3,500 new lines added including makeup brands such as BarryM and skincare ranges from ThisWorks.

Customers can also make use of the in-store pharmacy, in partnership with Wells Pharmacy.

The retailer hopes that by bringing together everything a passenger could need with a “blended essentials” concept, it can provide a one-stop-shop that will vastly improve the customer experience.

WHSmith has employed digital signage throughout the store, including the front LED fascia that indicates the pharmacy with a green cross, as well as the traditional logo alongside topical offers in-store.

Signage throughout store also runs through a selection of offers and adverts, which the retailer says will help to reduce the amount of cardboard and plastic traditionally used for displays.

The health and beauty offering, the first of its kind for WHSmith, includes a range of makeup, skincare, hygiene products and travel miniatures – items that would traditionally be sold by the likes of Boots.

Customers can even preorder items such as baby products to collect in store. 

The section dedicated to books and magazines has a library-esque feel with spotlight lighting. To avoid customers having to pick-up each book and read the back, WHSmith store colleagues have written recommendations to display alongside them.

WHSmith has also partnered with London institutions such as the Victoria & Albert Museum, the British Museum and the Imperial War Museum, as well as artist collective We Built This City, to elevate its selection of souvenirs, alongside ranges such as Harry Potter and the London Underground.

In a nod to the city, the gift section features a mini red London bus driven by Paddington and a light-up Big Ben that chimes every fifteen minutes.

The exterior of the store also features a neon London skyline, which the retailer says it has already seen passengers taking photos with.

Chief executive Carl Cowling said: “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.”