Indigo's long-awaited US expansion launched this week in New Jersey. It's first US bookstore opened in The Mall at Short Hills, which is located about 5 miles from Barnes & Noble, and 27 miles from Amazon Books.
One first-hand account makes it sound like a very inviting location compared to the B&N stores I have seen, which usually have cluttered aisles and little seating.
Indigo Books and Music has made its long-awaited U.S. debut with a 30,000-sq.-ft. store at The Mall at Short Hills, Short Hills, N.J. The space is designed around Indigo’s “cultural department store” for booklovers concept which combines typical book store categories such as books, magazines and stationery with such non-traditional ones as toys, home décor, wellness and other lifestyle products. It will also offer in-store events for kids and adults. (An in-store café is due is still under construction.)
The Short Hills outpost is warm, spacious and inviting, with an open floorplan designed as a series of zones, each with its own focal point. Books are the main attraction, but they are often complemented with products that tell a story around a book category. The Wellness Shop, for example, displays books on meditation, mindfulness, self-help and other related topics along with scent diffusers and candles.
If you live in northern New Jersey and can visit the store, I would love to hear what you think.
Indigo is Canada's largest bookstore chain, although it now calls itself a cultural department store. it has around 200 stores in Canada, and plans to open 3 to 5 stores in the US over the next year or so.