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SSP to Open Sixth WHSmith Store and Introduce WHSmith ‘World of Reading’ at Copenhagen Airport

June 24, 2013 Airport No Comments Email Email

SSP has announced today that it will open one brand new and five re-designed WHSmith stores at Copenhagen Airport, following the signing of a renewed contract.

The main store at Pier B will reopen at the end of June as a WHSmith World of Reading store. This concept places extra focus on books, magazines and Kobo eReaders, as well as offering convenience products and coffee ‘to go’. A key element of the concept is a partnership for Danish books with leading local bookstore chain Arnold Busck. This will ensure the right range is on the shelves, and that Danish best sellers and new releases are always in stock. In addition, specially trained staff will offer expert advice on books and reading, while innovations such as Wi-Fi for downloading books to eReaders will enhance the shopping experience.

In addition to two WHSmith World of Reading units, SSP will continue to operate four WHSmith convenience stores. Two of these are located landside and two airside, across Terminals 2 and 3. Alongside a magazine and book selection, the outlets offer travel essentials, snacks, sandwiches and coffee ‘to go’. The landside units will also offer a broad selection of convenience foods, such as freshly baked rolls, pizzas and pies.

The units will feature a new configuration which aims to make shopping a more pleasant experience. Design elements such as improved way-finding, category signage, colour-coding and differentiated lighting all help the customer complete their purchase quickly and easily.

Commenting on the new openings, Andrew Lynch, CEO of SSP said; ‘SSP has a long and successful history of working with some of the best-loved names on the high street and bringing these leading brands to the travel environment. We are delighted to be building on our achievements with WHSmith to further develop our partnership in Scandinavia.’

Carsten Nørland, VP sales and marketing at Copenhagen Airports A/S said; ‘WHSmith is a well-established international brand with unrivalled know-how and experience in the bookstore, kiosk and convenience markets. With its innovative shop design, its cooperation with Arnold Busck and its training programme, the WHSmith World of Reading concept is an obvious choice for the airport and our passengers. The specialised service performance matches our efforts to deliver extraordinary shopping experiences.’

The refitted units will open in the autumn of 2013.

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