Digital book platforms are dying, but Barnes & Noble stores are surging. Why?
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Barnes & Noble is making a surprising comeback, proving that brick-and-mortar bookstores aren’t dead after all. After years of struggling, the 136-year-old retailer is not only profitable again but also expanding, with plans to open 30 new stores—including in spots where Amazon’s bookstores flopped. Meanwhile, big tech companies like Tesla, Netflix, and Facebook have been facing some serious challenges. So what’s behind B&N’s unexpected revival?
A big part of the turnaround comes down to CEO James Daunt, who took over in 2019. Daunt had already pulled off a similar comeback for the UK bookstore chain Waterstones, and he brought the same strategy to B&N. Instead of running all stores the same way, he gave individual store managers the freedom to stock books based on what their local communities actually want. That shift made each store feel more personal and less like a cookie-cutter corporate chain.
Barnes & Noble focused on making stores more engaging.
One of Daunt’s boldest moves was ditching the long-standing practice of taking payments from publishers to promote certain books. Instead of letting publishers dictate what gets featured, B&N now lets its own staff highlight books they truly love.
“Staff are now in control of their own shops,” Daunt said. “Hopefully, they’re enjoying their work more. They’re creating something very different in each store.”
This change not only improved morale among employees but also created a more authentic experience for customers browsing the shelves.
Barnes & Noble’s comeback is proof that focusing on what really matters—books and the people who love them—can pay off. By trusting local managers, giving employees more control, and making bookstores feel like unique destinations again, B&N has carved out a path to success in an era where many retailers are struggling. It’s a reminder that sometimes, the best way to move forward is to double down on what makes a business special in the first place.
