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Bookstores are buying into the bigger-is-better philosophy with sophisticated superstores that offer customers a literary smorgasbord.
With the near-saturation of the mall market, most of the dominant national bookstore chains are scrambling to open free-standing superstores that cater to more serious literary types.
Espresso bars, comfy furniture, piped-in classical music, and an improved "browser friendly" attitude are just some of the ways chain superstores are looking to keep the competition on the bottom shelf.
Barnes & Noble has opened 17 superstores in the past few years, Crown Books 16, and Borders Book Shop has operated its 18 outlets as superstores since the day they were opened. Waldenbooks launched its first superstore in June and plans to open several more over the next year.
A typical freestanding superstore is over four times the size of the average mall shop; 15,000 square feet, compared with 2,500 square feet. The superstores also boast about four times the selection of books, with an average of 100,000-150,000 titles in stock.
Title collections include best-sellers as well as a broader range of subjects than the mall stores, like expanded sections on history, psychology, philosophy, and literature.
According to the U.S. Census Bureau, retail sales for bookstores rose 8.4% in 1991, compared with a 0.8 increase for overall retail sales. Although sales are increasing, competition among bookstores is also heating up. Between 1980 and 1990 the number of retail bookstores increased 76%, second only to the growth of fast-food restaurants, according to the American Booksellers' Association (ABA).
Currently, 60% of bookstores are owned by independent dealers and 40% are owned by chains, which has taken a tip from their independent counterparts and are marketing superstores as a "destination" shop.
Customers can browse leisurely without fear of being shooed away for snooping too long without buying.
The idea also is that the stores will become a cultural meeting place where the community can partake in book readings, dances, or theatrical events.
In addition to their larger size, the superstores are trying to adopt a more homey feel. Wider aisles, oak bookcases, toys for the kiddies to play with, in-store...