Next Chapter : Independent Bookstore Gets Bigger Yet

For 50 years, Vroman’s Bookstore in Pasadena was known for its oversized store and huge inventory. So when book superstores such as Barnes & Noble and Borders Books & Music started to multiply, Vroman’s owner Joel Sheldon decided to maintain his edge by expanding and adding a coffee bar. Sheldon was interviewed by Karen Kaplan.

This bookstore was founded in 1894 by Adam Clark Vroman, who was my grandfather’s godfather. When he died, he had no heirs, so he left the store to my great-uncle. My father went to work for him during the Depression. By the end of World War II, we were a real superstore.

I started working for Vroman’s in 1972. I had no business background except for working at the store during the Christmas season. I intended to stay for only three years, but I never left. By 1978 I was president of the company.

The 1980s were a good time for books. Stores like Waldenbooks and B. Dalton were opening up in malls and everyone was very scared. We could feel the competition, but we were much bigger than they were, so people still came to us. We also had events like book signings that the mall stores didn’t do.

For 10 years, the book business thrashed around for its next hot concept. Some people were trying discount stores, some started selling software, and some were trying niche stores like books for children. Then Barnes & Noble and Borders Books & Music started growing the superstore concept.

We had always been a superstore and we had never been challenged on that ground before. You need to know what business you’re in and focus on it. So we decided to expand.

In May we started construction to add 12,500 square feet to Vroman’s. We had been able to accumulate property through real estate foreclosures. But the recession that made it possible for me to get real estate also allowed our competitors to come into the area for the first time.

The construction is almost over, and today is our grand reopening. The expansion has really rejuvenated our store. We needed an updated approach and look, and to let people know that we were still actively competing in the business arena.

We also decided to put in a coffee bar. We tried a coffee concession in 1992, but it only lasted about a year because we didn’t really focus on it. This time we are leasing space to a local coffee bar.

You’ve got to continually reinvent your business. Listen to your customers and staff, go through your financial reports and be prepared to change.

Borders and Barnes & Noble are saturating markets, and not everyone is going to survive. They have economies of scale and public financing. But we have certain advantages too. I think I know more about the overall structure of the book business than the local superstore manager who is just given some sales goals. And we have the local flexibility to respond to our customers quicker and better.

On why he decided to expand . . .

‘We had always been a superstore and we had never been challenged on that ground before. You need to know what business you’re in and focus on it.’

On the psychological effects of expanding . . .

‘The expansion has really rejuvenated our store. We needed an updated approach and look, and to let people know that we were still actively competing in the business arena.’

On adapting to new kinds of competition . . .

‘You’ve got to continually reinvent your business. Listen to your customers and staff, go through your financial reports and be prepared to change.’

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AT A GLANCE

Company name: Vroman’s Bookstore

Nature of business: Books and stationery

Majority owner and president: Joel Sheldon

Location: Pasadena

Year founded: 1894

Number of employees: 90

Annual sales: Expecting $8 million to $10 million after the expansion