DENMARK. SSP Denmark has opened the first WH Smith outlet at Billund Airport, Denmark’s second largest airport.

The store offers passengers a selection of local and international newspapers, magazines and books, as well as confectionery, drinks, tobacco, souvenirs and WH Smith’s own brand travel essentials range.

The Billund store design has a contemporary look and feel, in keeping with the airport’s design aspirations, claimed the partners.

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WH Smith extends its Nordic agreement with SSP to Billund Airport

Billund Airport Chief Commercial Officer Jan Hessellund said: “It’s a pleasure to have engaged in a franchise agreement with an international brand like WH Smith. The insight that WH Smith and SSP Denmark have into categories like books and magazines will help Billund Airport to develop this store to tempt the increasing numbers of passengers who are travelling through the airport.

“We are focused on developing our portfolio of brands in both retail and food & beverage which we do through franchise agreements similar to the one with WH Smith.”

WH Smith International Chairman Louis de Bourgoing said: “We are thrilled to be bringing the WH Smith brand to Billund Airport. We have already seen the brand’s overwhelming success at Copenhagen Airport and we are eager to replicate this success in Billund. The opening of this store will strengthen our partnership with SSP in the Nordic region and also marks the first time WH Smith has franchised directly to an airport operator.”