Virgin Wines has announced a new partnership with WHSmith as part of the retailer’s “strategic focus on commercial partnerships”.
The new tie-up will allow shoppers to purchase a range of Virgin wines across 39 WHSmith stores within both airports and train stations nationwide.
Virgin said in a statement that products have now launched in selected stores and the partnership is “already proving popular with customers”.
Virgin is continuing to eye a number of “additional potential value accretive partnerships”.
The collaboration with WHSmith adds to its current partnership portfolio, which includes Moonpig, Currys and Saga.
The announcement comes after WHSmith recently confirmed it would not open any more high street stores as it focuses on growing its travel arm.
Virgin Wines chief executive Jay Wright said: “We are delighted to have partnered with WHSmith Travel to provide our exclusive, quality wines to their customers within travel hubs across the UK.
“This is a great opportunity for thousands of WHSmith customers to sample the outstanding wines that Virgin Wines sources from across the world and we hope that it will entice them to try more wines in the future, as well as enjoying a glass or two while on their travels.
“Strategic partnerships such as this remain fundamental to our growth strategy and we look forward to updating further on our progress in this area over the coming months.”
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