HOW FOOTBALL STICKERS SCORED WITH WH SMITH

SHARES in WH Smith surged 6.4pc after the latest children’s book by David Walliams and World Cup football stickers led to a sales surge as the shop shook off the reputation as ‘worst in Britain’.

Sales in the 13 weeks to June 2 edged up 1pc as customers snapped up copies of OK and Hello! magazines for the royal wedding and bought Panini stickers to collect and trade.

The release of the latest David Walliams book Bad Dad and new healthy sandwiches and snacks also lifted sales. Earlier this week, WH Smith had been branded worst shop in Britain by Which? readers.

The retailer’s travel division continued to drive growth, with sales rising 3pc. Sales at its stores fell 1pc.

Neil Wilson, chief market analyst at Markets, said: ‘Continued underinvestment in the high street side of the business should not cloud the view that WH Smith is building a strong brand in travel that has significant room to grow. This reduces its exposure to the ailing UK high street – a strategy that increasingly looks like a masterstroke.’