WHSmith targeting ex-Paperchase customers with stationery brand

6th March 2023 | Jack Oliver

WHSmith is looking to snap up former Paperchase customers with the launch of its Curi.o.city brand.

Curi.o.city will opening at Gatwick’s north and south terminals in March, followed by a launch at St Pancras International in April.

The stores will offer a mixture of gifts, stationery, and souvenirs from brands such as Biscuiteers, East London Liquor Company, and Soapsmith.

All of Paperchase’s shops have closed or are in the process of closing following the retailer’s fall into administration. The brand was bought by Supermarket giant Tesco in January, however its stores were not purchased as part of this deal.

WHSmith has already begun a process of moving into some old Paperchase stores, having taken over its concession at Selfridges in Manchester.

WHSmith’s chief executive Carl Cowling told The Times that the retailer saw opportunities arising from Paperchase’s collapse, but added it had no plans to open any of the new stores on high streets.


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