Nick Elms joins WHSmith as Global Information Technology Director

The appointment coincides with WHSmith’s aggressive push to modernize its UK travel estate. The retailer is currently rolling out electronic shelf label (ESL) solutions in partnership with SOLUM, prioritizing high-traffic locations such as its flagship stores at Heathrow Airport. The deployment utilizes SOLUM’s Newton PRO technology, an ESL system specifically engineered for the high-frequency demands of airports and major transport hubs.

Retail Director at WHSmith, Heidi Reynolds, noted that the integration of these digital solutions is central to improving operational efficiency and refining the customer experience. By streamlining shelf-edge accuracy, the company aims to maintain a more intuitive environment for travelers. Mark Duckworth, Country Manager UK & Ireland at SOLUM, emphasized that the collaboration supports the evolution of travel retail, where speed and clarity remain the primary drivers for success in busy retail spaces.