UK's W.H. Smith Mates with iRiver's "Story"

From Mobility Site:

One of the largest booksellers in the UK, W.H. Smith, has decided to stake more of a claim in the Ebook market by offering a special edition of the iRiver Story ebook reader in its shops. W.H. Smith currently sells Sony ebook readers and does have some ebooks available for download, but it can hardly be called a focus of their business. In fact, their website tends to be dominated by the traditional fare of a UK Newsagent, Filofaxes and diaries. Not exactly on the bleeding digital edge is our W.H. Smith…

The Story has, of course, thus far proved somewhat popular in Europe.