Northern California bookstore chain Copperfield’s Books is opening its eighth location today at 999 Grant Avenue in downtown Novato. The store is 6,025 square feet, banked by large windows on three sides, features a large children’s section (roughly 25% of the store), and is headed by store manager Winona Wagner.
Copperfield’s was founded in 1981. After years of growth and expansion, the chain began downsizing some of its locations a few years ago. Its goal was to scale back existing stores so that each location could sustain itself.
President and co-owner of Copperfield's, Paul Jaffe, said he and his partner had been looking at the Novato area for a while, but that choosing the right store location was critical. After doing research and observing other merchants moving into the area, Jaffe decided it was the right time to move in. He note that community has not had its own full service independent bookstore in nearly 30 years. The location at 999 Grant Avenue is ideal, he noted, because it is on a retail-rich street and is located across from the Novato Theater, which is undergoing a multi-million dollar renovation.
In preparing to open the Novato location, Copperfield’s sent a survey to member of the local community asking them about their needs. The store reached out to various community stakeholders including the City of Novato and the school district. “We were going into a market that was fairly unknown,” Jaffe explained, adding that over 630 people responded to the survey.
The majority of survey respondents were females between the ages of 30-60, and many voiced their desire for events, a place to gather and connect, and offerings for kids. “From day one...we’ve had nothing but an incredible reception," Jaffe said. "People are just really, really excited. It bodes well for the future of the store.”
The opening of the Novato store is part of the trend, both nationally and in the Bay Area, of indie stores thriving and expanding. The new Noato store will celebrate its grand opening on Saturday with its first story time for kids; it will also host Novato's mayor and other local officials. The store also has events already lined up for April’s Independent Bookstore Day celebration.
