WHS to unveil new store model

WHSmith is poised to relaunch its Guildford store, which could prove to be the template for the retailer's big shops.

The retailer will use the store, which re-opens on August 1, to try new approaches to in-store environment, ranging, customer service and merchandising.

Industry sources said a key feature would be the positioning of the books offer on the second level, while higher margin stationery is given prominence on the ground floor.

If successful, the offer could soon be introduced to 25 large destination stores and then others. The refit prototype, which has been worked on by design company The Nest, has cost approximately£100 per sq ft (£1,075 per sq m). However, this cost would be slashed by 30 per cent if rolled out.

Evolution Beeson Gregory analyst Nick Bubb said: 'There is a record of Smith's fiddling around. Stationery may be the thing today, but in a couple of years time that could change.'

'It's very easy to concentrate on peripheral things, whether it's Wellbeing with Boots or stationery with Smiths, when people just want good old core stuff.'

The store will open as WHS staff get to grips with the news that Kate Swann from Argos will replace Richard Handover as chief executive - pipping at the post Beverly Hodson, who was thought to have been groomed for the role.