SINGAPORE. WHSmith International Travel has opened ten stores at Singapore Changi Airport across all four of its terminals.
The stores range in size from 66sq m to 282sq m, with a total store area over 1,800sq m. They offer a range of books, digital products, gifts and souvenirs, confectionery, drinks and travel essentials.
WHSmith noted the importance of design. It said strong visual cues would draw customers’ line of sight into the store. Architectural fins have been used to connect the stores’ external brand fascia to the customer service desks. The company has also emphasised large navigational signage in-store.
Nine of the ten stores were constructed in just three months.
WHSmith International Chairman Louis de Bourgoing said: “Securing the Singapore contract is a key strategic step for our Asian strategy and we are very proud to have been awarded all the ten stores across the four terminals in such a prominent airport.
“In partnership with Changi, we have built a new upscale design and are looking to provide a compelling retail offer and excellent customer service. With stores in Singapore, Malaysia, Indonesia, Philippines and China, either directly run and through strong partners, we have built a unique network maximising synergies and expertise.”
