WH Smith aims for success in US airports under Carl Cowling

WH Smith is focusing on expanding its travel business, particularly in airports, as part of its strategy for growth. The company currently operates 762 branches in airports worldwide, with a mission to be a 'one-stop shop' for travelers. Despite the challenges posed by the Covid pandemic, which severely impacted the retail industry, WH Smith has taken over several airport shops previously managed by Dixons, where Carl Cowling, the current CEO, worked for over a decade. Cowling emphasizes the importance of maintaining a strong connection with customers and simplifying operations to avoid disconnection from the market. He acknowledges the challenges of pricing, particularly in airport locations, but insists that the company strives to offer good value through competitive offers. WH Smith's presence in the UK remains robust, with 520 High Street shops still profitable, although there are no plans for further expansion in that sector. The company is committed to remaining listed on the London Stock Exchange, reinforcing its identity as a British brand. Cowling's leadership aims to revitalize WH Smith's image, particularly in the U.S. market, where many British brands have struggled. He believes that focusing on airport outlets is crucial for success in the American retail landscape. Overall, WH Smith is navigating a challenging retail environment by adapting its business model to prioritize travel-related sales, ensuring that it remains relevant and competitive in both domestic and international markets.