TG Jones, the rebranded high street arm of WHSmith, is set to close another store despite being rescued in a £76 million deal earlier this year. The latest closure will affect the Nicholson Shopping Centre branch in Maidenhead, which recently updated customers on its Facebook page that it is in its "final weeks" of trading.

While the retailer has not confirmed an exact closing date, it has launched a major 30% off clearance sale to move remaining stock before the store shuts permanently. The Post Office within the branch is also due to close, removing a vital service for local residents.

The Maidenhead closure comes as the Nicholson Shopping Centre itself prepares to close in June ahead of redevelopment plans, according to the Maidenhead Advertiser.

The shopping centre's impending closure has further intensified pressures on the TG Jones store, which has struggled to maintain footfall amid a challenging high street environment.

Earlier this year, TG Jones also closed its Clapham branch in south London, following a 75% off sale as part of efforts to wind down underperforming locations.

The company's current troubles follow the major sale and rebranding of WHSmith's high street operations.

In a deal worth £76 million with investment firm Modella Capital, 480 high street stores were sold to create TG Jones, leaving WHSmith to continue its presence primarily through travel-focused stores in airports, railway stations, hospitals, and motorway service areas.

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While the travel arm remains operational and profitable, the high street business has struggled to compete with the rise of online shopping and shifting consumer habits.

The closures are part of a broader trend affecting traditional high street retailers across the UK, where rising rents, lower footfall, and the convenience of online shopping have made it increasingly difficult for longstanding chains to survive in urban centres.

For customers, the Maidenhead closure is the latest in a series of high street losses, as locals lose both a familiar retail destination and the convenience of an in-branch Post Office.

TG Jones previously said that it is committed to supporting employees during the closure and encouraging shoppers to take advantage of its ongoing clearance sales before the branch closes for good.