As WH Smith disappears from the high street, Will Bosanko looks at why the brand failed, and asks whether there is a future for TG Jones

WH Smith’s disappearance from UK high streets marks the quiet end of a once-iconic British brand. After months of speculation, the books and stationery chain is set for a £76m sale to Modella Capital, with plans to rebrand 480 stores as TG Jones.

But this isn’t just another story of high street decline. It’s a stark case study in what happens when a brand loses relevance. The business has failed to ruthlessly articulate what it stands for, leaving consumers confused about its story.

So, where did WH Smith go wrong?

The confusing ‘WHS’ rebrand

Let’s start with a lack of clarity. It became increasingly unclear what the WH Smith brand stood for, why it mattered or how it fitted into modern life. And in today’s landscape, relevance is........

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