Zoella helps WH Smith hit best sales in 14 years

WH SMITH has reported its best sales in 14 years after transforming its travel and high street businesses to attract more customers.

The company, which sells food, stationery and books in 1,375 stores across 25 countries, has enjoyed a boost in profits and sales despite huge numbers of readers using digital devices.

Part of WH Smith’s strategy involves separating its travel stores, which includes shops in airports, stations and hospitals, from its high street stores and stocking them differently.

In its travel stores more than 50pc of its stock is food, drinks and confectionery – with stationery a very small part of sales. In its high street stores nearly half of stock is stationery while drinks and sweets are a tiny fraction.

Profits in WH Smith’s travel shops increased 9pc to £87m in the year to August 31 while profits in its high street stores rose 5pc to £62m. Total sales were up 3pc to £1.2bn.

Stephen Clarke, chief executive, said the two businesses are different in ‘ almost every way’ and the company runs its high street stores from Swindon and its travel business from London.

Earlier this year WH Smith enlisted the star power of YOUTUBE sensation Zoella ( pictured) to help boost sales. The social media star, real name Zoe Sugg, compiled a list of eight reads geared towards the young adult.

Clarke said: ‘For some time we had been looking to see how we could create a book club that would be really relevant for ten to 15-year-olds.

‘What attracted us to Zoe Sugg is that, for a long time, she talked quite passionately about books. So it was a really good combination and we did see some really good success of it.’

While the £34 book bundle was criticised for being too sexual, the company plans to launch a second list next week.

WH Smith has also joined the ‘meal deal’ wars, offering a sandwich, drink and a snack option in travel stores.

It proposed a 12pc increase in its final divided and announced a share buyback of up to £50m to reflect the group’s positive outlook for the near future.