FINLAND. News, books and convenience retailer WHSmith has partnered with food & beverage specialist SSP to open four stores at Helsinki Airport under a franchise agreement.

The openings represent WHSmith’s entry into the Finnish market. All four stores are said to be in keeping with Helsinki Airport’s design aspirations.

They offer a selection of local and international newspapers, magazines and books as well as confectionery, drinks, grab & go sandwiches, tobacco, souvenirs and WH Smith’s own brand travel essentials range.


A new chapter: News & books specialist WHSmith seals its partnership with food & beverage player SSP at Helsinki Airport

WHSmith International Chairman Louis de Bourgoing said: “We are delighted to be bringing the WH Smith brand to Finland, building on the brand’s success in other countries in the Nordic region. The team has worked tirelessly to deliver the highest standards in design for these stores and is now focused on delivering an exceptional customer experience. We look forward to working closely with our franchise partner, SSP, and our landlord partner, Finavia, to deliver a compelling offer to Helsinki Airport’s passengers.”

SSP Finland Director of Marketing and Business Development Jussi Laakso added: “We look forward to working with WHSmith and developing the customer offer in the news, books and convenience store format in Finland.”

Helsinki is the fourth-busiest airport in the Nordic region with 16.4 million passengers in 2015.

WHSmith’s international presence (beyond its UK base) extends to over 20 countries.