The WHSmith website has rebranded and all stores are now listed on Google as TGJones. Meanwhile, store signs are set to be replaced over the coming weeks.
A Modella Capital spokesperson said: “TG Jones is now a stand-alone business, comprising 464 stores on high streets, shopping centres and retail parks across the UK and also online, with store fascias being replaced with this branding in the coming weeks.
“This is a very positive milestone in the history of this business and an exciting moment for TGJones and its employees. A full transition to the new TGJones brand is likely to take some time.
“The management of TGJones is now defining its strategy for the business, including introducing new partnerships and offerings and redefining the look and feel of TGJones stores.”
The new owner applied to councils last month to change the signage on its stores. Subscribed shoppers are also now getting emails from TGJones rather than WHSmith.
The change has confused a number of shoppers. One said: “I got an email from tg Jones thinking how? then realised its w.h smith’s new name, crazy.”
A second added: “I keep getting emails from someone called TG Jones and it was apparently a company that has changed its name, it was failing to tell me what company… just had another one and it’s whsmith??? WHAT.”
Sean Toal, chief executive of TGJones, said: “We are very excited by the potential of the TGJones business.
“With the committed and talented team we have in place, and with supportive owners, we can build on our heritage, while innovating and delivering a refreshed and compelling offering for our customers.”