Barnes & Noble, the largest remaining book chain in the US, is undergoing a transformation under British chief executive James Daunt. Each of the chain's approximately 600 stores is now run like an independent bookstore, with unique curation tailored to local communities. This shift aims to differentiate the chain from Amazon, which sells about half of all print books in the US.
Daunt, who previously revived Waterstones in the UK, took over Barnes & Noble in 2019 after Elliott Investment Management acquired the struggling chain for $683m. At the time, the company had closed 400 stores and laid off thousands of employees. Daunt's strategy involves removing the 'corporate' approach that had made each store identical, instead focusing on bookselling and local curation.
In the Union Square flagship store, books now dominate the shelves, replacing non-book items like Lego sets and calendars. Sections such as 'BookTok' highlight viral hits from TikTok, while tables feature curated selections on local topics like New York City. 'Amazon doesn't care about books,' Daunt said. 'Whereas bookstores are places of discovery.'
Daunt's approach mirrors his success at Waterstones, where he took over in 2011 and led the chain to its first profit in years by 2017. At Barnes & Noble, he emphasises that each store should feel appropriate for its location, unlike the previous uniform model. 'When I turned up, it was identical everywhere,' he noted.
