Whitcoulls is a major New Zealand book, stationery, gift, games and toy retail chain.

Originally a stationer and bookseller, J. Wilkie & Co. operated from Princes Street until its amalgamation with Coulls, Culling & Co. in 1921.

A court judgment Whitcombe & Tombs Limited v Taylor (1907) 27 NZLR 237 stated the principle that "a well established custom or practice may become part of a contract" (as noted by the Court of Appeal of New Zealand in CA246/03, nearly a century later, despite half a dozen intervening changes of employment law).

Its current ultimate parent that can be traced appears to be Whitcoulls Finance in Australia, ACN 109 241 394.

[8] Despite operating in the retail sector, in the years 1958-2013 there was a small publishing programme based in Christchurch under the Whitcoulls imprint.

[9] As of 2022 Whitcoulls is trading as a major retailer with more than 50 stores across New Zealand which offer "books, stationery, toys, puzzles, games, gifts, greeting cards and wrap, and magazines".