Unbranded sounds simple and wholesome, doesn’t it?
For a few years I actually boycotted Waterstones, but gave it up because I grew more sensible, and I also gained another bookshop to boycott in its place. A Bookwitch needs to have some kind of enemy at all times.
I mention this because I’m about to say I am in favour of the new, small, unbranded bookshops Waterstones have started up in smaller towns. Yes, it can be seen as sneaky not to use the Waterstones name, but if the shop is smaller, and thereby a little different from your usual High Street stores, then maybe a separate name is more suitable. And it’s not as if it’s a secret, since they have a small sign saying it’s really them.
As long as they don’t descend on a small town with an existing bookshop, this development can only be a good thing. Maybe the town lost its bookshop because someone retired? Or they didn’t have enough funds to keep going. Waterstones are obviously in a stronger position, having a big and successful organisation behind them, as they aim to become Small Town Books.
There can be drawbacks with large commercial bodies – although it seems as if Waterstones have become more sensible in recent years (rather like me…) – and I would much prefer that a small town has a bookshop than not. Hopefully there won’t be any of the daft stuff you occasionally get with small indies, however much I like them.
As as the Resident IT Consultant said, we can only hope Waterstones staff and their unbranded colleagues now have permission to recommend books (unlike when Son had to resort to advising customers in secret).