Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

Understanding the new competitor: Zoodle by WH Smith

Mark Fletcher
February 25th, 2014 · 2 Comments

whszoodleGiven 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.


Category: Newsagency management · newsagency of the future · retail · WH Smith

2 responses so far ↓

  • 1 David // Feb 25, 2014 at 9:28 AM

    Saw it at Sydney Airport last week very bright and attractive
    Came away with a few ideas


  • 2 Mark Fletcher // Feb 25, 2014 at 10:29 AM

    What’s happening here is another example of UK retailers invading our shores. Topshop, H&M are two other, bigger, recent examples.


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