WHSmith North America Unveils Cascadia Collection: A New Retail Experience at Vancouver International Airport

Table of Contents

1. Key Highlights:
2. Introduction
3. The Cascadia Collection: A Curated Marketplace
4. The First-of-Its-Kind Listening Room
5. Vancouver International Airport's Commitment to Culture and Community
6. WHSmith's Strategic Expansion in North America
7. Conclusion: The Future of Airport Retail

Key Highlights:

• WHSmith North America has launched the Cascadia Collection at Vancouver International Airport, designed to offer travelers a curated shopping experience reflective of British Columbia.
• The store features an innovative Listening Room, allowing travelers to test premium audio products, marking a first for North American airports.
• Cascadia Collection emphasizes local products and sustainability, including a selection of re-loved luxury bags from renowned brands.

Introduction

In a significant move that underscores the evolving landscape of airport retail, WHSmith North America has launched its latest venture, the Cascadia Collection, at Vancouver International Airport (YVR). This innovative retail concept aims to blend convenience with a premium shopping experience, reflecting the unique culture and spirit of British Columbia. As air travel resumes and passenger numbers rise, the opening of the Cascadia Collection is not just a retail expansion but a reimagining of how travelers experience shopping in transit spaces.

The Cascadia Collection: A Curated Marketplace

The Cascadia Collection is designed as a marketplace-style store, strategically located within the A/B domestic gates where WestJet operates. The interior draws inspiration from the region's stunning natural landscapes, featuring warm tones and green accents that mirror the coastal forests of Vancouver. This thoughtful design introduces travelers to the essence of British Columbia the moment they step inside.

Offering a diverse assortment of products, the Cascadia Collection caters to various traveler needs. Shoppers can find travel essentials, including snacks, health and beauty products, and tech accessories. Additionally, the store boasts a selection of souvenirs and locally sourced goods, allowing travelers to take a piece of British Columbia with them. For those looking to indulge, premium apparel, sunglasses, scarves, and jewelry are also available.

A standout feature is the curated collection of re-loved luxury bags from iconic brands such as Louis Vuitton, Chanel, Dior, and Gucci. This focus on sustainable luxury not only meets the growing demand for eco-conscious products but also aligns with a broader trend within the retail industry toward responsible consumption.

Huw Crwys-Williams, CEO of WHSmith North America, described the Cascadia Collection as "our love letter to Vancouver." He emphasizes the importance of showcasing local businesses and the significance of the store in the company's growth strategy. The introduction of the Cascadia Collection highlights WHSmith's commitment to creating immersive retail environments that resonate with travelers.

The First-of-Its-Kind Listening Room

Among the innovative features of the Cascadia Collection is the Listening Room, a unique space dedicated to audio experiences. This industry-first initiative allows travelers to test premium headphones and audio products before making a purchase, transforming a standard retail interaction into an engaging experience. The Listening Room not only enhances the shopping journey but also encourages travelers to explore new products in a relaxed environment.

This concept is particularly relevant in today’s experience-driven retail landscape, where consumers increasingly seek more than just products—they crave memorable interactions. The Listening Room exemplifies WHSmith's dedication to enhancing the traveler experience, providing a sanctuary for those looking to unwind during layovers or wait times.

Vancouver International Airport's Commitment to Culture and Community

Vancouver International Airport has long been recognized for its commitment to creating an environment that reflects British Columbia's culture and values. The introduction of the Cascadia Collection aligns with YVR's mission to offer unique shopping options that highlight local craftsmanship and products.

Tamara Vrooman, President and CEO of YVR, praised the new retail concept, stating, "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." This partnership with WHSmith not only elevates the shopping experience but also reinforces the airport's dedication to showcasing the region's heritage and supporting local businesses.

As Canada's second-busiest airport, YVR welcomed over 26 million passengers in 2024. It has earned multiple awards for service excellence, including SkyTrax’s Best Airport in North America. The airport’s extensive retail offerings, which include a mix of global luxury brands and locally themed concepts, contribute significantly to its reputation and operational success.

Every purchase made at YVR contributes to the airport’s not-for-profit model, with profits reinvested into infrastructure, sustainability programs, and community initiatives. This economic model not only supports the airport's continuous improvements but also generates thousands of jobs in the region.

WHSmith's Strategic Expansion in North America

The launch of the Cascadia Collection is part of WHSmith North America's broader growth strategy in the airport retail sector. With over 340 stores operating under various banners across North America, including travel convenience formats and specialty concepts, WHSmith is positioning itself as a leader in the evolving retail landscape.

This expansion reflects a growing trend among retailers to enhance customer experiences in high-traffic locations. By creating immersive and engaging retail environments, companies can attract and retain customers, particularly in settings like airports where travelers seek convenience and quality.

WHSmith's commitment to innovation is evident in its approach to retail design and product offerings. As consumer preferences shift toward curated and meaningful shopping experiences, the Cascadia Collection serves as a model for future airport retail concepts. The focus on local products and sustainable luxury underscores a commitment to responsible retailing while meeting the demands of modern travelers.

Conclusion: The Future of Airport Retail

As the travel industry continues to rebound post-pandemic, the significance of creating unique retail experiences has become paramount. The Cascadia Collection by WHSmith North America at Vancouver International Airport exemplifies this trend, offering travelers a blend of convenience, local culture, and innovative shopping experiences.

The introduction of features like the Listening Room positions WHSmith as a pioneer in airport retail, setting a new standard for how travelers interact with brands and products. As airports increasingly become destinations in their own right, the Cascadia Collection illustrates the potential for retail to enhance the overall travel experience.

The emphasis on sustainability and local craftsmanship is more than a marketing strategy; it reflects a growing consumer consciousness around ethical consumption. With travelers seeking to make responsible choices, the Cascadia Collection's focus on re-loved luxury goods and locally sourced products aligns perfectly with these values.

In this rapidly evolving landscape, WHSmith's Cascadia Collection stands as a testament to the future of airport retail—one that prioritizes experience, community connection, and sustainability.

FAQ

What types of products are available at the Cascadia Collection?
The Cascadia Collection offers a variety of products, including travel essentials, health and beauty items, technology accessories, premium apparel, and locally sourced goods. A unique feature is the curated selection of re-loved luxury bags from brands like Louis Vuitton and Chanel.

What is the Listening Room at the Cascadia Collection?
The Listening Room is an innovative space where travelers can test premium headphones and audio products before purchase. It is designed to enhance the shopping experience by providing an engaging and interactive environment.

How does the Cascadia Collection reflect British Columbia?
The store's interior design and product offerings are inspired by the natural landscapes of British Columbia, creating a shopping experience that captures the essence of the region. This includes a focus on local businesses and products to showcase the culture of British Columbia.

Why is Vancouver International Airport significant for WHSmith?
YVR is Canada’s second-busiest airport, welcoming millions of passengers each year. The airport’s commitment to service excellence and unique retail offerings makes it an ideal location for WHSmith to expand its footprint and connect with travelers.

How does every purchase at YVR contribute to the community?
YVR operates under a not-for-profit model, where profits from retail sales are reinvested into airport infrastructure, sustainability programs, and community initiatives, thereby supporting local economies and enhancing the airport's services.