For the new WH Smith owners, imitation is the sincerest form of flattery

There are usually two types of rebrand: the complete pivot (Royal Mail to Consignia) and the barely noticeable (Channel 5 to 5).

WH Smith’s retail business is about to try a third: the copycat.

As part of an upcoming sell-off, the newsagent’s two businesses will split, with the travel arm (in train stations and airports) keeping the WH Smith name.

The less profitable high-street retail arm is being sold to Modella Capital for £76 million. The deal doesn’t include the brand name, but Modella is adopting a similar one: TG Jones.

A touching tribute to a forgotten figure in the brand’s history? No. Modella told the FT that TG Jones was simply a name that will “resonate with people across the UK” and remind them of “family”.

It’s the second questionable WH Smith rebrand in as many years. In December 2023, the firm trialled dropping the “mith”, and renaming a handful of stores to just WHS. It didn’t catch on.