Given the increasing presence of WH Smith in Australia – they are opening more stores and have reportedly taken over Wild cards and gifts (I say reportedly since WH Smith has not made an announcement) – I am planning a few posts about them.
Zoodle is a kids retail format from WH Smith at Melbourne Airport in International Departures. The Melbourne store was the first Zoodle. It opened late 2012. the first UK Zoodle opened in February 2013.
Zoodle is an interesting shop – 100% focused on kids and those who shop for kids. It’s bright and fun. It featured international brands like Lego, Hello Kitty, Peppa Pig and Where’s Wally. Brands are vitally important in the kids market.
What’s interesting about Zoodle is that WH Smith has two other shops within a few metres of Zoodle yet this kids shop is stand-alone. While I am no expert, to me, their approach speaks to the value of retail specialisation in a separate format rather than including that format in a bigger store.