WHSmith started as a small newsstand in Little Grosvenor Street, London. For over 230 years, they stuck with the full name because it meant quality and reliability. It was a promise, like your mum’s signature on a permission slip.
But times change. Our parents knew WHSmith as the place for stationery and Saturday morning comics. Our kids might not even write letters, but they know exactly what they want from a shop on the go. The old name started feeling a bit dusty, like a book that’s been on the shelf too long.
By dropping the full “WHSmith” and keeping “Smith’s,” they’re nodding to the past while leaning into the present. It’s like keeping your gran’s old recipe but adding a pinch of chili flakes. Respectful, but fresh.
The Little Details That Make You Smile
You’ll notice the new “Smith’s” signs are often in a friendly blue or green font, not the stern, serious logo of old. It’s like when your boss finally stops wearing ties on casual Friday. The whole vibe lightens up.
WHSmith name about to disappear as permission sought for branding
Some people joke that it’s a sneaky way to get us to forget the name entirely, like how “Dunkin' Donuts” became just “Dunkin’.” But honestly, it’s a smart move. Short names are easier to remember when you’re in a hurry. Try yelling, “I’ll meet you at WHSmith!” across a busy terminal. Now say, “See you at Smith’s!” Rolls right off the tongue.
And if you’re nostalgic? Don’t worry. Not every store is changing. Many high street locations still proudly say “WHSmith” for those of us who love tradition. It’s a choose-your-own-adventure kind of rebrand.
