I had assumed moving to a location with many fewer potential customers was a step on the way to giving up.ĭowntown they were between a large local independent bookstore and a large local secondhand bookstore a block in either direction. The streets around the mall have no pedestrian traffic to speak of, the mall is difficult to access unless you drive, and only 4 bus routes stop at the edge of the parking lot. 18 bus routes have a stop within one block of the downtown store entrance. The walk-by traffic is at least an order of magnitude less at their new location. The local Chapters (the western branding of Indigo) has abandoned their downtown location for a mall on the edge of the city center. it has around 200 stores in Canada, and plans to open 3 to 5 stores in the US over the next year or so. Indigo is Canada’s largest bookstore chain, although it now calls itself a cultural department store. If you live in northern New Jersey and can visit the store, I would love to hear what you think. The Wellness Shop, for example, displays books on meditation, mindfulness, self-help and other related topics along with scent diffusers and candles. Books are the main attraction, but they are often complemented with products that tell a story around a book category. The Short Hills outpost is warm, spacious and inviting, with an open floorplan designed as a series of zones, each with its own focal point. (An in-store café is due is still under construction.) It will also offer in-store events for kids and adults. ![]() ![]() The space is designed around Indigo’s “cultural department store” for booklovers concept which combines typical book store categories such as books, magazines and stationery with such non-traditional ones as toys, home décor, wellness and other lifestyle products. store at The Mall at Short Hills, Short Hills, N.J. Indigo Books and Music has made its long-awaited U.S. One first-hand account makes it sound like a very inviting location compared to the B&N stores I have seen, which usually have cluttered aisles and little seating. It’s first US bookstore opened in The Mall at Short Hills, which is located about 5 miles from Barnes & Noble, and 27 miles from Amazon Books. Indigo’s long-awaited US expansion launched this week in New Jersey. Indigo Books and Music Opens First US Bookstore
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