Foyles goes east to Westfield Stratford

Foyles goes east to Westfield Stratford

Foyles opened its new branch in the Westfield Stratford City shopping centre this week, placing the focus on children’s literature and attracting families.

The 5,000 square foot store located on the ground floor of the centre officially opened for its first day of trade yesterday (9th November), welcoming shoppers through the door with a floor-to-ceiling pillar made out of books.

The red and black-themed shop has a special children’s section complete with “flying books” on the ceiling, a play area and multi-coloured benches. Downstairs, Foyles sells frontlist titles, fiction, sport, biographies and children’s literature while on the mezzanine level it stocks all other titles such as history, psychology, philosophy and foreign language books, which it plans to increase after Christmas in the run-up to the London 2012 Olympics.

Singer and former “X Factor” judge Dannii Minogue will sign copies of her book Dannii: My Style (Simon & Schuster) late this evening (10th November). This weekend Foyles Stratford is holding a tombola to mark its opening weekend. Customers can win a discount off books, other gifts or the top prize of £200 to spend instore.

Shop manager Rebecca Hart said: “The architect has been really good in working with books to make it part of the design. Children’s books are so important for Foyles, so we have a great children’s space and plan to hold lots of author events.”

Sam Husain, Foyles chief executive, added: “Children’s is core to our development strategy. We think there is a gap in the market for a family-orientated bookstore. Borders used to do it very well but of course now they have closed.”

He added the company, which last opened a store in Bristol, would like to open a store further north if the “right opportunity” arose. “Manchester is a good location,” he said. The retailer is due to finalise its financial results for the year ending June 2011 shortly and is likely to report a small profit with sales flat year on year. Husain said: “Books will never make huge profits but we make enough to be able to justify looking further afield."

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