USA. WHSmith North America, incorporating Marshall Retail Group and InMotion, has opened six new concepts at Newark Liberty International Airport.
The openings include the company’s first sports-themed store, Play the Field. This offers branded merchandise from various New York-based professional sports teams, including the Yankees, Mets, Giants, Jets, Knicks and Nets.
Play the Field features a 12-foot wall of new-era hats, as well as team t-shirts, hoodies, plush items and other souvenirs.
WHSmith North America has also partnered with popular toy brand Lego to open a store at the airport. A broad selection of the brand’s best-known products and models including Duplo, Ninjago, Star Wars and more are available at the store.
The retailer has also launched two InMotion locations at the travel hub. The offer includes the latest tech products from brands such as Apple, Beats, Bose, Sony and JBL.
These locations mark InMotion’s fifth opening at the airport. One of the new stores is designed with a fully digital exterior, making it only the second InMotion store in the country with that special feature.
Highlighting a distinctive Sense of Place, WH Smith North America has introduced an open-air concept, Just Jersey, which features New Jersey-themed merchandise items including apparel, souvenirs and gifts. All products at the store are made by local entrepreneurs.
Another addition to WHSmith North America’s retail offerings at the airport is the second New Jersey Monthly outlet. The retailer introduced the first New Jersey Monthly location earlier this year. The newsstand concept sells newspapers, books and magazines, as well as a wide selection of convenience items and travel essentials.
WH Smith North America CEO Toby Keir said: “We are proud to expand our prolific store portfolio at Newark Liberty International Airport and would like to express our gratitude to our wonderful store partners Pady Regnier with Airport Retail Group, Sandy and Terri Roberts with Onsite Retailers, Maurice Ojeda with FAD Marketing & Concessions and Tonja Pastorelle with Pastorelle Marketing Group, as well as the Munich Airport NJ team for their help bringing these unique concepts to fruition.”
With the addition of these six stores, WHSmith North America has opened 13 stores at Newark Liberty Airport since January. In total, the retailer now operates 20 stores at the airport, including America!, Vue New Jersey, ShorePoints Market and other concepts. ✈
