Waterstones’ flagship Piccadilly store is expanding its children’s section after a sales increase of 20%.
London regional manager Luke Taylor said the company decided to re-think the space after “the recent explosion in children's sales”, driven by reference, games and educational related products.
The children’s area will take up two-thirds of the second floor and will include a bigger picture book and board book range, a new YA space with crossover titles like Harper Lee's To Kill A Mockingbird, and an area for related products such as party packs and toys.
The 9-12 space will still be the flagship children’s section but “the titles are being reviewed to ensure that we really do have the most comprehensive and relevant range”, said Taylor.
No other range will lose space because of a “clever re-use” of the shop area, he said. “Cookery, health and gardening and leisure will be brought downstairs to sit alongside children's with Art gaining more space in its new space on third.”
He added: “All going well we expect sales to grow by a further 20% this year, Piccadilly itself is getting busier and busier with Londoners and tourists discovering the joys of a great bookshop.”