Same but different

<p>Four of Waterstone's shops have been rebranded with the new lower case logo first showcased at its analysts' presentation in March&mdash;Glasgow Sauciehall Street, Liverpool One, Manchester Deansgate and London's High Street Kensington.</p>
<p>I was shown around the Kensington shop last week by the store's manager Lois Nutt ahead of its offical relaunch party this week. As one of the chain's top 20 stores, it was earmarked early on to receive the new look.</p>
<p>As a result five areas have been expanded: children's, fiction, biography, history and military, and food and drink. The children's section has doubled in size, running in an &quot;L&quot; across the first floor. Nutt also described it as &quot;more buggy friendly&quot;.</p>
<p>The space across the branch's three floors is one thing that stands out once inside. There is one less 3-for-2 table on the ground floor and the shop has a roomier feel. Nutt said: &quot;The store previously looked very cluttered. What has happened is that the shop has opened up so customers can see more of the store.&quot;</p>
<p>The number of titles has not decreased&mdash;there are around 60,000 titles across 10,000 square feet of retail space. But what is different is the highlighted titles. From the copy of <i>First French Flashcards </i>in the children's section, a table called Something to Declare, highlighting international reads based on Trailfinders' top destinations this year, to a crime promotion focusing on detectives, more titles are highlighted according to what buyers believe the good people of Kensington might want to read. </p>
<p>Nutt said: &quot;The buyers have space to fill, they know the subject and it's not necessarily what has just been published that is the best book for a customer.&quot;</p>