WHSmith North America has launched its latest retail concept, Cascadia Collection, at Vancouver International Airport (YVR). The concept store, located inside the A/B domestic gates where WestJet operates, brings together travel convenience and premium experiences with a distinctly local touch.
The opening reinforces WHSmith North America’s strategy of creating immersive retail environments in high-traffic locations. With this new concept, the company introduces not only a marketplace-style approach but also an innovative experiential feature designed to elevate the shopping experience.
Designed as a curated marketplace, Cascadia Collection offers travelers a one-stop shopping destination that reflects the spirit of British Columbia. Guests entering the store are welcomed by an interior inspired by the region’s lush natural landscapes, featuring warm tones and green accents that evoke the coastal forests surrounding Vancouver.
The assortment includes travel essentials such as snacks, health and beauty products, and technology accessories, alongside a selection of souvenirs and locally sourced goods. For travelers seeking something more indulgent, Cascadia Collection features premium apparel, sunglasses, scarves, and jewelry. A standout offering is its curated collection of re-loved luxury bags from heritage brands including Louis Vuitton, Chanel, Dior, and Gucci, catering to the growing demand for sustainable luxury.
Huw Crwys-Williams, CEO of WHSmith North America, described the concept as an authentic expression of the city. “Cascadia Collection is our love letter to Vancouver,” he said. “We are excited to highlight the local businesses that make the city and region so great. The opening of our new concept not only marks an important milestone within the company but also introduces a historic feature with the first-of-its-kind Listening Room. We are incredibly thankful for the support of our partners at YVR and look forward to welcoming travelers into our marketplace.”
First-of-its-Kind Listening Room in a North American Airport
One of Cascadia Collection’s most distinctive features is its dedicated Listening Room, an industry-first for North American airports. The experiential space is designed for travelers to test premium headphones and audio products before purchase, transforming a simple retail interaction into an engaging experience.
This addition underscores what WHSmith says is its commitment to enhancing the traveler journey by blending convenience with discovery. The Listening Room also aligns with the rising importance of experience-driven retail, particularly in airport environments where travelers seek engaging ways to pass time during layovers.
YVR’s Focus on Local Identity and Elevated Shopping
Vancouver International Airport has long prioritized creating an environment that reflects British Columbia’s culture and values. Tamara Vrooman, President and CEO of YVR, said the new concept strengthens this commitment. “The new Cascadia Collection brings together a strong sense of place with a wide variety of unique offerings—from memorable B.C. products to luxury resale—in one retail concept. We’re proud to work with WHSmith and continue to elevate the shopping experience at YVR.”
As Canada’s second-busiest airport, YVR welcomed 26.2 million passengers in 2024 and is consistently recognized for service excellence, earning SkyTrax’s Best Airport in North America award multiple times. Retail plays a crucial role in this success. YVR features an extensive mix of global luxury brands, Canadian retailers, and locally themed concepts. Each retail partner is carefully selected to reflect the airport’s mission of providing travelers with a distinctive experience while supporting the regional economy.
Every purchase at YVR contributes to the airport’s not-for-profit model, with profits reinvested into infrastructure, sustainability programs, and community initiatives. Retail revenues also generate significant economic impact, supporting thousands of jobs and funding future improvements.
WHSmith’s Strategic Expansion in North America
The launch of Cascadia Collection is part of WHSmith North America’s broader growth strategy in the airport retail sector. The company operates more than 340 stores across North America under various banners, including travel convenience formats, technology retailer InMotion, and specialty concepts developed through its Marshall Retail Group division.
WHSmith’s roots date back to 1792 in the United Kingdom, where it pioneered innovations such as newsstands at railway stations. After entering Canada in the mid-20th century, the company eventually exited the market before re-establishing a presence through acquisitions in recent years. In 2018, WHSmith acquired InMotion, North America’s largest airport-based electronics retailer, followed by Marshall Retail Group in 2019. These acquisitions positioned WHSmith as a dominant force in airport and resort retailing, particularly in the United States and Canada.
North America remains WHSmith’s largest international growth opportunity, representing over half of the company’s global store footprint outside the United Kingdom. Its North American division, headquartered in Las Vegas, continues to invest in new concepts designed to meet evolving traveler expectations.
