July 2025
Partnership with:
£50B+
Global Market
Unattended Retail Market by 2030 8.5% CAGR Airport Retail Growth Rate
£15B
Travel Advertising
Digital Advertising in Travel Market
£400B+
Online Commerce Online & Subscription Commerce Market
Existing WHSmith Airport Presence
Immediate competitive advantage with established relationships and infrastructure across 30+ Countries
Unified Customer Experience Across the World
Seamless WHSmith brand experience from pre-travel to post-travel across all retail touchpoints
Incremental Revenue via Multiple Monetisation Streams
Through unattended retail, online retail, subscriptions, retail media, advertising and experiential marketing
Dominate the
Become Premier Brand for Connected Automated Retail
First-mover advantage in the £50B+ unattended retail market, £400B+ online retail market and £15B travel advertising market
Scale to Thousands of Distribution Endpoints
With minimal capital investment and maximum placement & relocation flexibility based on performance
Revolutionise Customer Lifetime Value
From £5-10 per transaction to £1,500+ annual value
of Travel Retail
With AI-powered, IoT-connected, media-enabled solutions powered by
Beautiful, Retail-Grade Hardware that Showcases WHSmith’s Identity and Premium Product Mix
Bright.Blue Helps Bring WHSmith’s Trusted Identity to Life Globally — Unified, Modern, Unmistakably WHSmith
Deploy Fast. Scale Globally. Exit Easily
Launch in Thousands of Locations with Low CapEx, Low OpEx - Drop It In. Switch It On. Scale or Walk Away
From On-The-Spot Purchases to Lifetime Customer Value — Online Retail, Delivery, Subscriptions
A Single Platform Powering WHSmith’s Global Footprint — Integrated Technology, Unified Experience, Infinite Scalability
Cloud Software eCommerce Platform Integrated Payments
CMS Ad Platform
Real-Time Analytics
WHSmith can acquire Selecta’s MAG contract and double its value with Bright.Blue’s monetisation engine.
3 Major UK Airports: Manchester, Stansted, East Midlands
61.3m Passengers Served: FY24 Figures
5 Product Categories: Snacks, Beverages, Travel Essentials, Staff
Contract Value
£5M+ annual revenue potential (Selecta's projection)
40%+ revenue uplift with Bright.Blue retail technology
Indicative investment with exceptional ROI potential — driven by platform intelligence, scale, media, and brand monetisation.
Item Amount
Total Investment
Projected Annual Revenue
Media & Campaign Revenue
5-Year Uplift Potential
£8.4M (Indicative value based on Selecta’s current guidance)
£7M+ (Assumes 40% uplift vs. Selecta’s baseline)
£1.7M+ Per Annum
£10M+ (Conservative estimates)
Note: This document is exploratory in nature and represents a non-binding business case for discussion purposes only. All financial projections, terms, and strategic outcomes are subject to further negotiation and agreement between all parties involved.
This contract becomes significantly more profitable with WHSmith and Bright.Blue because of:
Higher Margins: WHSmith has lower operating costs and stronger gross margins than Selecta.
Higher Basket Size: Trusted brand enables broader product range and higher spend per transaction.
Media Monetisation: Monetise advertising, brand activations, and digital revenue streams previously untapped.
Operational Synergy: WHSmith is already embedded in airports, efficient central operations
Platform Intelligence: Bright.Blue’s AI-driven tools drive upsell, cross-sell, and repeat purchase
Selecta holds major airport vending contracts (Madrid, Paris, Oslo and more)
New ownership is open to transferring these contracts
Instant access to high-value airport sites
Strong synergy with WHSmith’s existing airport presence
Quick wins through infrastructure, efficiency and brand trust
Huge upside by combining WHSmith + Bright.Blue platform
Great value return from contract acquisition
P H A S E 1 ( 2 0 2 5 )
Deploy the MAG Group contract
Integrate Bright.Blue x WHSmith technology and operations
Track and Monitor KPI
P H A S E 2 ( 2 0 2 6 )
Expansion to other European Airport Hubs, leveraging Selecta’s current network
Explore new locations via tenders and existing WHSmith contracts EU | UK | US
P H A S E 3 ( 2 0 2 7+ )
Global expansion
