WH Smith opens two further stores in Philippines airports

1 min readUpdated May 25, 2025Jan 30, 20191:05 AM

In this article (5)

International news and convenience retailer WHSmith has opened two new stores at Mactan-Cebu International Airport. The new branches under local franchise partner Regent Distributor Philippines join three existing stores at Mactan-Cebu and Manila Ninoy Aquino International Airports showcasing the retailer’s latest fascia, fixtures and fittings. The move is part of the brand’s overall strategy to bolster its presence in Asian markets.

“We are very pleased to add an additional two stores to our growing portfolio in the Philippines”, said Phil McNally, MD international WHSmith. “With a fresh and modern look, we look forward to welcoming customers to the new stores to enjoy a full range of news, books, travel and convenience items.”

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What this means

WH Smith's strategic expansion in the Philippines, adding two Mactan-Cebu airport stores, indicates a strong bet on rebounding travel retail, mirroring the broader Asian market's recovery seen with Panpuri and Chagee. By standardising its "latest fascia, fixtures and fittings", WH Smith aims to reinforce brand consistency and enhance customer experience, a tactic often seen from international players like Tiffany & Co. In Singapore. This focused growth puts pressure on competitors vying for high-traffic airport locations. While local partnership mitigates some market entry risks, the primary challenge will be sustained footfall and conversion given the volatility of travel. We will track their reported sales figures from these new locations next year.

Maria Santos · Retail News Asia newsroom

Questions & Answers

Which specific airports in the Philippines now have WHSmith stores?

WHSmith stores are now present at Mactan-Cebu International Airport, where the two new branches opened, and also at Manila Ninoy Aquino International Airport, where existing stores are located.

Who is WHSmith's local partner for these stores in the Philippines?

The local franchise partner for WHSmith in the Philippines is Regent Distributor Philippines. They operate the new branches as well as the three existing stores in the country.

What is the broader strategic reason for WHSmith opening these new stores?

The opening of these new stores in the Philippines is part of WHSmith's overall strategy. This strategy aims to bolster the brand's presence within Asian markets.

What kind of products will be sold in the new WHSmith stores?

The new WHSmith stores will offer customers a full range of products. These include news, books, travel essentials, and other convenience items, presented with a fresh and modern look.

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