TG Jones CEO outlines recovery plan for former WHSmith high street stores

Conflict defines the future of the 450-store chain formerly owned by WHSmith: while Modella Capital seeks creditor approval for a critical restructuring, CEO Alex Willson insists the struggling business has the potential to thrive through a drastic overhaul of pricing, store layout, and management structures.

Since taking the helm, Willson has publicly acknowledged that the business, now rebranded as TG Jones, faces severe operational hurdles. His turnaround strategy targets the physical environment, moving to cut clutter, lower fixtures to improve sightlines, and install modern LED lighting. The company is abandoning the premium pricing models associated with WHSmith’s airport and rail estate, shifting to more competitive high street rates to win back local shoppers.

Management gaps are also being addressed. Currently, some area managers oversee as many as 75 locations simultaneously, a ratio Willson intends to reduce while reintroducing dedicated store managers to top-performing sites. Beyond cosmetic upgrades like fresh paint and flooring, the company is testing new product categories based on recent customer feedback. The success of these initiatives hinges on the pending restructuring plan, which Willson describes as the necessary bridge to long-term stability.