Is your local indie bookshop really independent? On proposals for a new ‘stealth’ Waterstones in Edinburgh

Inside a Waterstones in 2013. Image: Getty.

Last Monday, Waterstones announced the 2019 opening of a new store in Edinburgh. But this would be under the guise of ‘Stockbridge Books’, with no Waterstones branding, in an area of the city that is already served by a thriving independent bookstore.

To Golden Hare books, it was an aggressive statement of intent that would see the chain masquerading as an independent bookshop, hoping to lure customers who might be otherwise put off from shopping at a chain.

The announcement went against Waterstones chief executive James Daunt's promise in 2017 that none of these unbranded bookshops would open in locations which are already served by an independent bookstore.  So far seven have opened, mainly in affluent market towns in England.

Speaking to BBC Radio 4’s Today programme in 2017, he said: “They are very small shops in towns that had independents and very much wish they still had independents but don’t.”

However, the cultural hub of Edinburgh is clearly a different proposition. And Golden Hare books in the Stockbridge area of the city hit out on social media at the news, which saw huge support both online and from their local community.

Golden Hare’s manager, Julie Danskin, spoke to New Start magazine about the response since Waterstones announced the news on Monday. “A lot of people are coming in and saying they will shop exclusively with us,” she said. “The word has spread. The response has been amazing and its assured us a lot more about our future.

“People do realise the difference between chains and independents, but as soon as they start disguising themselves as something else, it's masquerading or misleading,” she added.

Less than 48 hours after the announcement of Stockbridge Books, James Daunt revealed a twist in the tale. The store was not going to be named Stockbridge Books after all.

He told Bookseller, ‘It has been a little bit a case of the right hand not knowing what the left hand is doing, which can happen in large companies.

“Clearly, we need to call it a Waterstones.”

The indie mindset

James Daunt himself owns six branches of independently owned Daunts Books in well-heeled parts of London, which he runs alongside his job at Waterstones.

Following his appointment in 2011, he emphasised the need for chains such as Waterstones to become more ‘local’, which he said meant getting to know their customers and stocking the shop in ways that speak to the community they serve.

This had been the key to the success of Daunt Books, and his independently-minded philosophy has been seen as the driving force behind the revival of the Waterstones brand, which has seen over an 80 per cent jump in annual profits since he took the helm.

However, in April 2018, an American hedge fund acquired Waterstones from Russian billionaire Alexander Mamut for an undisclosed sum, which calls into question just how authentic their indie credentials are.

Julie spent two years working as a bookseller for Waterstones before moving to Golden Hare, and she says their status as a chain that operates on a centralised scale gives them an unfair advantage in the marketplace.  She says all the stock comes from a massive hub: they have huge staff resources, and the ability to afford rapidly rising rents.

“I work ridiculous hours every week just to make sure we can pay our bills at the end of the week,” she says.

“That’s how all independent businesses work, not just bookshops – so we resent the idea that what we’re doing, and what we work so hard to do, can be replicated because it can’t.”

St. Stephen’s Street, Stockbridge. Image: Stephen Dickson/Wikipedia.

Homogenisation of place

Even the naming of the new store was contentious. In Stockbridge, which is a mile away from Edinburgh Waverley station in the city centre, there was previously an independent bookshop called The Stockbridge Bookshop which closed a few years ago. Customers still come into Golden Hare either looking for it or reminiscing.

“People remember it fondly, so in that sense, the naming was a little bit insensitive,” says Julie. “Either they haven’t done their research or it doesn’t matter to them that there used to be a bookshop with that name.” She adds that, in Stockbridge, people are community orientated, and they genuinely care about whether it’s independent or from a chain.

The new Waterstones will be part of a contentious development which involves a new stadium for Edinburgh Academicals rugby club. Julie says it's primarily high street chains who are buying up the leases, and there’s a worry in Stockbridge that a community centred place is going to be a homogenised.

“There will be a real kick back against,” she says.


Going forward

The community has rallied, and they’ve received support from publishers, other indie bookshops and authors, including crime writer Val McDermid.

“Following their announcement, the amount of love and support from the community has been amazing,” says Julie.

For her, it's important for independent bookshops across the UK that Waterstones learn their lesson. Daunt told the Bookseller the group will not be operating in “a predatory way” – and Julie has warned Waterstones that if they are in expansion mode then they should be more careful about where they open.

“We’re very pleased they’ve had a change of heart. I just hope they learn from this and properly research communities before moving in. They should have known we were here and flourishing. I get the sense they forgot or didn’t know that we were there. A very brief google search would have shown we were very much there and doing a lot for the community.”

“They like to see themselves as a force for good, and largely more bookshops are,” she adds. “Most independent bookshops want them to service because it makes our book industry more viable, more people are buying books.”

Waterstones U-turn is a victory for the independents, but they know they still have a fight on their hands. Pressure from the likes of Amazon and online retailers is relentless, and the store will still be opening as a regular Waterstones in early 2019.

“Am I delighted there’s going to be a Waterstones so close to us? No. Especially when there’s a big one just up the road, but I believe we will survive and continue to flourish.

“I’ve never met an indie bookseller who wants Waterstones not to exist. They are an important part of bookshops, but what we don’t want them doing is moving in on communities that we have created, which are key to our survival.

“I think it’s the idea that a chain bookshop can come in and replicate that: it feels a little insulting and patronising,” she concludes. “It's untrue. Independent bookshops aren’t something you can just copy and paste.”

Thomas Barrett is the editor of New Start magazine, where this article was originally published. He tweets as @tbarrettwrites.

You might also be interested in this story, on the rise of the Stealth Starbucks.

 
 
 
 

Here are eight thoughts on TfL’s proposed cuts to London’s bus network

A number 12 bus crosses Westminster Bridge. Image: Getty.

In 2016, the urbanism blog City Observatory had a modest proposal for how American cities could sort out their transport systems: “Londonize”.

Its theory, the name of which referenced another popular urbanism blog, Copenhagenize, was that the key plank of Transport for London’s success was something that even transport nerds did not consider very sexy: its buses.

Though the Tube might get more glamorous press, London’s bus service really is impressively massive: It carries roughly 2.3bn passengers per year—much more than the Tube (1.3bn), close to the New York City subway (2.8bn), and nearly half as much as every bus service in America combined (5.1bn), while serving a population roughly 1/35 as large.

How has TfL done this? By making its bus network high frequency, reliable, relatively easy to understand and comprehensive. We rarely talk about this, because the tube map is far more fun – but the reason it’s so difficult to fall off the transport network in Greater London is because you’re never that far from a bus.

Given all that, we should probably talk about TfL’s plans to rethink – and in most cases, cut – as many as 36 different central London bus services over the next few months.

I’m not going to rehash details of the changes on which TfL is consulting from next month: there are just too many of them, and anyway it’s someone else’s scoop. The story was originally broken by Darryl Chamberlain over on 853 London; there’s also some fascinating analysis on Diamond Geezer’s blog. You should read both of those stories, though preferably not before you’ve finished reading this one.

Before offering my own analysis of the proposed changes, though, I should offer a few examples. More than a dozen routes are facing a trim: the 59 from King’s Cross back to Euston, the 113 from Oxford Circle to Marble Arch, the 171 from Holborn all the way down to Elephant & Castle and so on. A couple – the 10, the 48, the C2, and at most times the special routemaster version of the 15 – are being withdrawn altogether.

On, and one new route is planned – the 311, from Fulham Broadway to Oxford Circus. This will help plug some of the cuts to the 11, 19 and 22.

So, what does all this mean? Some thoughts:

1) This might not quite be as awful as it initially sounds

TfL says that demand for buses has fallen by around 10 per cent in London in recent years. It predicts it’ll fall further when Crossrail opens, as passengers switch to the new line, or to the tube routes relieved by the new line. So: the idea of taking some unwanted capacity out of the system is not, in itself, terrible.

Striping out unnecessary buses should also improve air quality in some of London’s worst pollution hot spots, and improve traffic flow, hopefully speeding up journeys on those buses that remain. 

A map from the presentation in which TfL explained its plans, showing the reduction in bus numbers on key arteries. Hilariously, notes Darryl Chamberlain, “It no longer produces its own maps, so has had to use one prepared by a bus enthusiast”.

The plans might even free up buses and staff to increase frequencies in outer London where demand hasn’t fallen – though these plans won’t be unveiled until next year and, for reasons I’ll come to below, I’ll believe it when we see it.

2) For many bus users, a lot of these changes will pass almost unnoticed

By my count, I use nine of the affected routes with any regularity – but only three of the changes are things that I’m likely to be at all inconvenienced by. Most of the changes either affect a part of the route I don’t take, or one where there are easy, and pain free alternatives.

This is anecdotal, obviously – perhaps I’m just lucky. But my suspicion is that a lot of these changes will go unnoticed by most passengers. It’s only the sheer number of them happening at once that makes this look like a big deal.

3) The Hopper fare makes this easier...

Once upon a time, if you had to switch buses, you had to pay a second fare. This isn’t true of journeys on the tube or railways – and since bus passengers have, on average, less money than tube passengers, it amounted to a pretty unfair tax on poorer Londoners.

But in January, in what is probably his most notable policy achievement of his two years in office so far, London’s mayor Sadiq Khan changed the rules. Now you can take as many buses as you want within an hour, for a single fare: that means you can switch buses without paying a penalty.

That will have made it easier for TfL to cut routes back: replacing a direct bus journey with one that requires a change no longer means imposing a financial penalty on passengers.


4) ...but not that easy

That’s about where the good news stops, though – because there are reasons other than cost why people prefer direct bus routes. Needing to change buses will be difficult for anyone with any form of mobility impairment, for example. Even for those of us lucky enough not to fall into that category, it’ll be annoying: it’s just easier to stay in one seat for 40 minutes than to get turfed off and have to fight for a new one halfway through.

More than that, from the passengers’ point of view, excess capacity feels quite good a lot of the time: it means your bus may well be nice and empty. Reducing the number of buses along those key corridors will also make those that remain more crowded.

5) The motive is almost certainly financial

Another of Sadiq Khan’s big policy promises was to freeze fares. He made this promise at a time when central government is massively reducing the financial support it gives TfL (the work, Chamberlain notes, of Evening Standard editor George Osborne, back when he was chancellor). And the Hopper fare, while a great idea in many ways, means a further reduction in income.

So: TfL is scrambling for cash: this is why I remain cynical about those new outer London bus routes. I would be amazed if money wasn’t a motivation here, not least because...

6) TfL thinks no one will notice

Any attempt to reduce tube frequencies, let alone close a station, would result in uproar. Hashtag campaigners! Angry people pointing at things in local newspapers! Damning reports on the front of the Evening Standard from the bloke who made it happen!

Buses, though? Their routes change, slightly, all the time. And do you really notice whether your local route comes every 10 minutes or every 12? That’s not to mention the fact that bus passengers, as previously noted, tend to be poorer – and so, less vocal – than tube passengers.

So cuts, and the savings they bring, are much easier to sneak through. TfL probably would have gotten away with it, too, if it hadn’t been for those meddling bloggers.

Although...

7) Scrapping the C2 might be a mistake

The C2 runs from Parliament Hill, through Kentish Town and Camden to Oxford Circus. In other words, it links north London, where a lot of journalists live, to the offices of the BBC and Buzzfeed.

As occasional New Statesman writer James Ball notes, this is probably not the easiest route to quietly shelve.

8) None of this is set in stone

The consultation doesn’t even begin until next month and then will run for six weeks – so all these plans may yet be forgotten. We shall see.

Anyway – here’s Darryl Chamberlain’s original scoop, and here’s some detailed analysis on Diamond Geezer. Please support your local bloggers by reading them.

Jonn Elledge is the editor of CityMetric. He is on Twitter as @jonnelledge and on Facebook as JonnElledgeWrites.

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