Barnes & Noble plans to open at least 60 new stores in 2025, showcasing a significant recovery for the bookseller that previously suffered store closures. The turnaround is attributed to the rise of TikTok book content, known as BookTok, which has driven interest in reading. The chain, which opened 57 new locations in 2024, seeks to capitalize on the demand for social spaces, enhanced by their in-store Starbucks cafés, making their shops more inviting and community-focused, thus appealing to a broader customer base.
Barnes & Noble's plans to open at least 60 new stores in 2025 highlight a remarkable recovery, driven by the growing influence of BookTok and a reimagined community space.
The company's strategic focus on enhancing customer experience has turned its stores into social hubs, effectively leveraging trends in virtual book culture for physical retail success.
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