# WH Smith hits 17-year low as war and costs bite

> The travel retailer slashed profit forecasts twice in two months as Middle East conflict and inflation squeeze margins.
- Title: WH Smith hits 17-year low as war and costs bite · Dailymail
- Summary: The travel retailer slashed profit forecasts twice in two months as Middle East conflict and inflation squeeze margins. WH Smith's pivot to focus on travel…
- Keywords: wh smith, retail, travel retail, share price decline, profit warning, iran war, middle east conflict, rising costs, uk retail, news, entertainment, Smith
- Source: Dailymail — https://dailymail.com/money/markets/article-16135397/WH-Smith-shares-crash-17-year-low-rising-costs-travel-disruption-hit-profits.html?ito=1490&ns_campaign=1490&ns_mchannel=rss
- Published: 2026-09-16T12:02:13+00:00
- Read time: 1 min
- Topics: wh smith, retail, travel retail, share price decline, profit warning, iran war, middle east conflict, rising costs, uk retail, news, entertainment
## WH Smith shares hit 17-year low
Shares fell 1.6 percent to 357 pence, their lowest level since 2009, after the retailer posted a downbeat trading update.

> Shares fell 1.6 per cent to 357p, their lowest level since 2009.
## Profits plunge from £108m to £75m
WH Smith now expects pre-tax profits of £75 million, down sharply from £108 million in underlying profits for 2024-25.
## Iran war disrupts travel retail
Middle East conflict has hit the travel sector hard, forcing WH Smith to cut profit forecasts twice in two months.

> War across the Middle East has hit the travel sector
## Rising costs force deeper discounts
Inflation and higher operating costs forced WH Smith to increase promotions, which cost-cutting and lower interest rates could not fully offset.
## Like-for-like sales down 3 percent
Fourth quarter like-for-like revenue fell 3 percent compared to a year ago, showing weak demand across the travel retail business.

> like-for-like revenue in its fourth quarter fell by 3 per cent
## Refocused strategy backfires
WH Smith sold its UK high street business last year to focus on travel retail, but the pivot coincided with Middle East conflict and inflation.
## Key takeaway

WH Smith's pivot to focus on travel retail backfired when geopolitical disruption and rising costs forced multiple profit downgrades.