THG PLC (LSE:THG) shares rose close to 1.5% on Monday after it announced its Myprotein brand had struck a deal with WH Smith PLC (LSE:SMWH) to sell its products in around 300 stores across the nation.
In another move away from THG’s core e-commerce strategy, WHSmith will stock Myprotein items such as oat bakes, protein brownies and gooey-filled cookies.
Products will be available in high-street stores as well as travel locations such as airports, train stations, hospitals, workplaces, and motorway services.
Neil Mistry, boss of THG Nutrition, said: “Our ambition has always been to make the health and fitness industry accessible to everyone, and our expansion into WHSmith is an incredible opportunity for us to introduce consumers to Myprotein.
“Their presence in key travel locations means we can bring our on-the-go products directly to shoppers' hands, exactly where and when they need them."
Last month, THG sold its luxury goods websites, including Coggles.com, to Frasers Group and struck a multi-year partnership to provide online and logistical support for Mike Ashley’s company.
Following news of the tie-up, Liberum analyst Wayne Brown said "Things continue to head in the right direction" for THG.