This November and December, WH Smith will open two stores at Nikola Tesla Airport in Belgrade. A third store is set to follow in January, according to Malta-based Miller Group, WH Smith’s exclusive partner and license holder for multiple markets, including Serbia.
These initial openings mark the first phase of WH Smith’s expansion strategy in Serbia. Currently, the group is focusing on airport locations, with Miller Group noting that further details on the next steps of the Serbian rollout are yet to be announced.
With a global presence across more than 30 countries and a workforce of 14,000, WH Smith is renowned for its convenient retail locations, often found in high-traffic areas such as airports, train stations, and business centers.
