Most of us probably assume that the brick and mortar bookstore is no longer a staple in most American cities. Stores like Amazon that allow for easy online shopping have taken away the allure of the brick and mortar store.
Interestingly, however, we would be wrong in this assumption. After a decade-long absence, Barnes & Noble has returned to its former multi-story location in Georgetown, Washington, DC. The bookstore giant’s revival of this flagship store is part of a larger expansion, with over 60 new locations opening this year. This growth reflects a dramatic turnaround since CEO James Daunt took the helm in 2018.
What has Daunt managed to do to revitalize these locations? His interesting strategy has seen him shifting focus from corporate-led inventory to local decision-making by store managers. This “books first” approach emphasizes curated selections tailored to each community, a sharp contrast to the chain’s previous one-size-fits-all model.
This transformation coincides with the rise of #BookTok, a TikTok subcommunity celebrating books. Barnes & Noble has embraced the trend, creating in-store BookTok displays and hosting engaging events like midnight releases and costume contests. These efforts have drawn younger audiences and boosted foot traffic, which has risen 7% since 2019.
The Georgetown store’s reopening symbolizes not just a return to physical spaces but a broader resurgence of interest in books. While competitors like Amazon Books have shuttered, Barnes & Noble’s renewed focus on the joy of reading proves that physical bookstores remain vital to communities and culture.
