The stationary retailer WHSmith rebranded to TG Jones in June 2025 but now a huge amount of shoppers are not happy with WHSmith's rebrand. Over 1,800 shoppers completed a survey in which they revealed that they are mostly against the name change. In the survey, by product intelligence firm Vypr, seven out of 10 respondents said they do not think that the brand change had worked well.

Retail Week reports that this is another "uphill battle" for Modella Capital which has to get customers on board. Seven out of 10 also said that retail rebands more generally do not work well. Not only this but six out of 10 also said they preferred the old WHSmith high street branding.

Respondents also provided reasons why they did not like the name change. Some said it was not different enough from the old name (17.59%), while others said it sounds weak (15.42%), or basic (13.15%). Others said it was less trustworthy (10%) or that it sounds cheaper (13.85%).

Owners of the high street stores have brought in a team of corporate troubleshooters less than a year after taking over the chain.

According to LBC, Modella Capital, which acquired the business from WHSmith in June 2025, has appointed advisers from Teneo to draw up a restructuring plan aimed at placing the chain on a more sustainable footing.

Reports have suggested that around 80 of 480 stores may close, reports Retail Week.

The Telegraph reported that the company was struggling with trade following the name change.

Ensure our latest news headlines always appear at the top of your Google Search by making us a Preferred Source. Click here to activate or add us as Preferred Source in your Google search settings.

A spokesman for Modella Capital said: "We have made significant progress since acquiring TGJones from WHSmith plc, especially given the highly challenging retail environment.

"We have launched and expanded several new partnerships, refitted several stores, opened new Post Offices, and invested significantly for the first time in nationwide marketing campaigns - all while continuing the complex separation from the former parent company.

"We have improved availability, sharpened pricing, added new ranges, including Hobbycraft; and maintained much loved ranges, including all of the famous WHSmith-branded products.

"Amid what is undeniably a harsh climate on the UK High Street, the management of TG Jones is working hard to turn round this important retail business."