What Is Whsmith Called Now

Okay, let’s tackle a question that’s been quietly bugging people in the UK and beyond: “What is WHSmith called now?” You might have walked past one recently and felt a little pang of confusion. Did they rebrand overnight? Did the name get erased while we weren’t looking?

Spoiler alert: it’s still called WHSmith. Yes, really. The name hasn’t actually changed—not yet, anyway. But if you’ve heard whispers about a new identity, you’re not going crazy; there’s a very specific reason for the confusion.

The Great Confusion: A Story of Two Shops

Here’s where it gets funny. The name “WHSmith” is so iconic that we forget it’s actually two different business entities. You have the high street stores (those ones in town centers that smell faintly of paper and sandwiches) and the travel stores (the ones at train stations and airports that sell overpriced water).

In 2024, the company quietly split these two divisions. The travel shops—you know, the ones where you buy a KitKat and a magazine for a flight—kept the WHSmith name. But the high street shops? They’re now trading under a different banner.

Wait for it… they’re now called “WHSmith” too. I know, I know, that’s not helpful. Let me explain properly.

The Real Change: Toys, Not Travel

The big news that sparked this whole “what is WHSmith called now” panic came in 2023. The company sold its entire high street division to a company called Modella. Yes, Modella—a name that sounds like a furniture brand from a cheesy 90s advert.

So, technically, the old WHSmiths in your local shopping centre are now run by someone else. But here’s the kicker: Modella kept the same name on the shop front. So you’ll still see “WHSmith” above the door. It’s like finding out your neighbour changed their surname to exactly the same name as yours. Awkward.

In reality, nothing looks different. You can still buy a birthday card, a pack of pens, and a surprisingly dusty bag of crisps. But behind the scenes, it’s a whole new company. It’s a classic business switcheroo.

Wait, So What About “Funky Pigeon”?

I see you’ve done your research! Yes, WHSmith also owned Funky Pigeon, the online greeting card shop. That brand did get sold off separately. Funky Pigeon is now owned by a company called Photobox (another name that sounds like a 2000s tech startup).

So if you’re asking “What is WHSmith called now?” regarding the online business, the answer is: it’s called Funky Pigeon, and it’s been flying the coop. But the physical stores? Still WHSmith. It’s a hot mess of corporate shell games.

Honestly, the only way to keep up is to follow the money. But who has time for that? I’ve got a train to catch and a bag of Minstrels to buy.

What About the Future? Are We Getting a New Name?

Rumour has it that Modella might eventually rebrand the high street stores. Some people spatball that they’ll become “Modella” or “Smith & Co.” But so far, no official announcement. It’s like waiting for the sequel to a movie no one asked for.

One thing is certain: the travel format stores—those at airports, hospitals, and train stations—are staying as WHSmith forever. That name is too valuable to ditch. It’s a monster of brand recognition. Try saying “I’ll meet you at the WHSmith in Terminal 5” without feeling like you’re in a John le Carré novel.

So, to answer the original question simply: WHSmith is still called WHSmith. But technically, it’s also called “the old WHSmith” and “the new WHSmith.” It’s Schrödinger’s stationery shop.

Why Should You Even Care?

I’ll be honest: you probably shouldn’t care that much. But it’s fun to know! Next time someone says, “Did you hear WHSmith changed its name?” you can be the smug friend who explains the Modella situation. You’ll look like a retail genius.

Also, it means you can make jokes like: “I’m going to the WHSmith, but not that WHSmith, the one owned by the other company.” Nobody will laugh, but it’s a good dad joke for a rainy day.

And let’s not forget the nostalgia. Walking into a WHSmith feels like a time capsule. The carpet is still that weird blue. The magazine rack still has ten copies of Gardening Weekly. The name hasn’t changed because, deep down, we don’t want it to.

Final Answer (No-BS Version)

If you’re standing in a town centre shop, it’s still called WHSmith, but now owned by Modella. If you’re at an airport, it’s still WHSmith, owned by the original company. If you’re online and trying to send a rude birthday card, that’s Funky Pigeon now.

See? Simple as a poorly folded map. You’re now officially clued up. Go forth and shop—or don’t. Either way, the name stays the same until further notice.

An Uplifting Conclusion (Because You Deserve One)

Here’s the beautiful thing: in a world of constant change, where apps rebrand every week and companies merge into weird mouthfuls like “Meta-GloboCorp,” WHSmith remains a steady, slightly dusty anchor. It’s a warm, cluttered hug of a shop. Whether it’s called WHSmith, Modella, or “That place that sells books and overpriced gum,” it’s still the same spot where you bought your first Doctor Who annual or a last-minute birthday card for your mum.

So next time you walk past one, give it a little nod. It’s still there for you—no matter what name is on the paperwork. And honestly, in a chaotic universe, isn’t it nice to know some things just stay the same? Even if the ownership is a mess, the name is a lie, and the sandwhiches are still £5. Some mysteries are better left unsolved.

Now go buy a pen. You know you want one.