Brian and Elizabeth Weese's fourth Bibelot bookstore, which opened in late September, sells more than 150,000 books and 50,000 compact discs in a two-level, 17,000-sq.-ft. space. It's located in Cross Keys, an affluent residential section in northern Baltimore, Md., and competes with three Barnes & Nobles and two Borders within a 10-mile radius. Surprisingly Weese's greatest concern is not the nearby superstores but rather his own three Baltimore-area stores. He worries, he said, that "We may be cannibalizing ourselves."
To Weese His Own
All of the Bibelot stores are within a 15-minute drive of each other. The oldest, at the Woodholme Shopping Center in Pikesville, opened in 1995. The second store, in Timonium, opened the next year, and the Canton store made its debut last year. Despite the Weeses' concerns, all are thriving so far.
"Each Bibelot store caters to the place of its abode," Weese told PW. "We have learned to seriously listen to our neighborhood's needs."
Weese puts a special twist on listening to customers. When a rabbi came into the Woodholme store and commented to a staffer that Jewish literature encompasses more than just the Holocaust, Weese called him back personally. As a result of their ensuing conversations, the Woodholme Bibelot now specializes in books for the area's large Jewish population, offering a broad selection in fiction, p try and history -- from Haiku for Jews (Harmony Books) to kosher cookbooks. In the Timonium store, books on investing and business are popular and heavily stocked. The Canton store is known for its selection of books on Baltimore, and carries a large inventory of books by local writers.
The New Store
The new Cross Keys store features an extensive fine stationery section along with its stock of general books and music CDs. Stocking stationery presents a new challenge for the owners, whose previous sidelines sales were limited to selling toys and greeting cards at each location.
It's all part of Bibelot's belief that despite the breadth of their other stores, there's an untapped market in the upscale Cross Keys part of town.
"We expect the store's market to mirror that of a Martha Stewart clientele -- with a high disposable income," Weese commented.
The Cross Keys store currently has a staff of 28, and plans to expand to 35 employees within the next couple months.
As with its other bookstores, the Cross Keys Bibelot has a Donna's Cafe (locally and separately owned) inside, and a large reading area with sprawling chairs, benches and comfortable sofas. Art from the Weeses' extensive personal collection -- from Jasper John to David Hockney -- will decorate the walls of the new store.
The Weeses have also made author readings and signings a signature feature of their stores. Cross Keys will host roughly 20 author events a month. Combined, the four stores hold nearly 100 events per month. Each store also promotes new and favorite authors with an eight-foot-long table featuring staff favorites and lesser-known authors whom customers have endorsed. Handselling is practiced diligently. Bestsellers are stocked, but not showcased. According to Weese, these traits are critical to Bibelot's growth.
"Between the conglomerate chains and the small bookstores, there really wasn't a community space here," Weese said. "A place where you could gather. A place where you could find local writers as well as famous authors. A place that you could hear music, drink coffee, listen to a reading -- and discover new books. Our work has been to make a community, and it is paying off."
The owners unabashedly mimic the larger chains as well -- making sure their stores present the same amenities and range of titles.
Though he was reluctant to discuss sale figures or start-up costs, Weese told PW that the Bibelot revenue has grown from six to seven figures since 1995, with sales increasing from 15%“30% a year at each store. Bibelot's staff has grown from 25 to over 200, and the store's reputation has spread throughout the country.
Weese is optimistic about Bibelot's future and the future of other independent bookstores. As a member of the ABA's board of directors and the Book Sense's Internet task force, Weese is animated when talking about the new coalition. "I'm bullish on Book Sense," said Weese. "For years, independent bookstores have been hindered by the inability to compete with chains and superstores in the areas of co-op and nationwide campaigns. Book Sense offers bookstores the chance to remain independent but use the strength of a national movement. It's a very exciting time to be a bookseller."
