Waterstones

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Waterstones
Type Private
Industry Retail
Bookshop
Founded Old Brompton Road, London, 1982
Founder(s) Tim Waterstone
Headquarters Brentford, United Kingdom
Number of locations 296 stores (2011)[1]
Area served UK, Ireland, Belgium, The Netherlands
Key people James Daunt (MD)
Products Books
Employees 4,500[2]
Parent A&NN Capital Fund Management
Website www.waterstones.com

Waterstones, formally Waterstone's, is a British specialist book retailer that operates 296 stores[1] and currently employs around 4,500 staff in the UK and Europe.[2] Established in 1982 by Tim Waterstone, after who the company was named, the company expanded rapidly until being sold in 1993 to W H Smith.[3] Bought again in 1997 by EMI, Advent International[4] and Tim Waterstone, the company was brought under the umbrella of HMV Group, which merged the Dillons, and in 2006, the Ottakar's brands into the company.[3] Following several poor sets of results for the group, HMV put the chain up for sale and in May 2010, it was announced that A&NN Capital Fund Management, owned by Russian billionaire Alexander Mamut, had bought the chain and appointed James Daunt as managing director.[5]

The company has been awarded various industry prizes in recent years, including 'Bookselling Company of the Year in 2008'[6] and a top 10 place in the Which? Consumer Survey in 2009[7] and in 2011[8]. However, the company has been criticised for its selling tactics, accused of in the past of 'selling to the lowest common denominator' and undermining the position of independent bookshops via heavy discounting of books.[9]

As well as the Waterstones brand, the company owns the London bookseller Hatchards[10], founded in 1797 and Irish store Hodges Figgis[10], founded in 1768, retaining these names due to their historical connections. An average sized Waterstones store merchandises a range of around 30,000 individual books[2], as well as other book-related products, stationery and eBook Readers. There are also concession agreements with Costa Coffee, Starbucks and Paperchase in some stores.

Contents

[edit] History and developments

Early versions of the logo were gold in colour

[edit] Early Years/ W H Smith (1982–1998)

The chain was founded by and named after Tim Waterstone after he was made redundant by W H Smith. Taking the £6000 redundancy payout, he set up his first store in Old Brompton Road, Kensington with the aim of creating a 'different breed of bookshop' by creating an 'upmarket retail model' using literary authors in front-of-store displays and employing highly literate staff[11]. This model proved successful, and the chain set about expanding its store portfolio. However, by 1989, W H Smith had taken a controlling stake in the chain, for the chain had become 'unwieldy' due to 'arrogance' on Tim Waterstone's part[11] and he sold out to W H Smith in 1993 for £9 million[12]. During ownership under W H Smith, Waterstones pursued international expansion, opening its first US store in Boston in 1991[4], as well as further domestic expansion, opening its 100th UK store in Reading[4]. The chain also was part of the eventual dismantling of the Net Book Agreement, when in 1991, following a promotion by then rivals Dillons, the company decided to pursue its own discounting promotion on selected titles [13]. By 1997, the agreement had collapsed and been declared illegal.

[edit] HMV Group (1998–2011)

In 1998, after a previous attempt by Tim Waterstone to buy the entire W H Smith group[14], the group sold the chain for £300 million to a joint venture between EMI and Advent International[4] called HMV Media plc (now HMV Group), which included the brands HMV and rival Dillons creating an international entertainment retailer. Tim Waterstone was appointed chairman of the group, but stood down in 2001, citing 'concerns for the way the company was being run'[12] and was replaced by Alan Giles [15]. In 1999, all Dillons stores were rebranded as Waterstones with some sold to rival Ottakar's, making the brand defunct, and the chain had begun pulling out of its US overseas venture.[16]

Waterstones launched the Waterstones Books Quarterly magazine in 2001 containing book reviews and author interviews. In the same year Waterstones online operations, Waterstones.co.uk, were franchised to Amazon.com, saying that the company ‘wanted to concentrate on its high street and campus stores.’ The move resulted in the loss of 50 jobs.[17] In 2003, Waterstones announced it was supporting Dyslexia Action as its chosen charity, helping to raise awareness and understanding for dyslexia.[18]

Waterstones' logo until 2010

In 2005, Alan Giles stepped down from his position and was replaced by Gerry Johnson as managing director of Waterstones[19] and Simon Fox as group CEO.[20] In April 2006, following two bids by Permira for the group, Tim Waterstone attempted to buy back the company from HMV for £256 million[21], but later withdrew his offer citing the conditions set by HMV were ‘too punitive’ to accept.[22] A ‘strategic review’ in September saw Waterstones pull out of its franchise agreement with Amazon to re-launch its online business, Waterstones.com, independently.[23] The chain also began to pilot a loyalty programme in South West England and Wales. The scheme, which was successful, was then launched nationally as The Waterstone’s Card across its entire store portfolio.[24]

An attempt "to attract more footfall and provide a more compelling brand experience to their customers" a commissioned redesign of in-branch layouts, beginning with its branch in Manchester's Arndale Centre was piloted across the country in 2007,[25] however, the redesign was implemented in only a small number of stores. The chain also closed its first ever branch on Old Brompton Road in November 2007.[26] Following a consultation, the company’s supply chain was overhauled in 2008 with the implementation of a 150,000 sq ft (14,000 m2) warehouse and distribution centre, located in Burton-upon-Trent. Existing direct-to-store deliveries from suppliers were replaced by the centralized "Book Hub" – which would "receive merchandise and sort by section an estimated 70 million books per year” and supply both stores and the website, in addition to dealing with book returns, with an on-site pulping system.[27] Despite earlier comments that the new system would allow staff "more time on the shop floor serving customers"[28] 200 staff were made redundant by the process.[29] In September 2008, Waterstones began selling the Sony Reader in an agreement which saw Waterstones branches and Sony Centre stores stock the reader exclusively for two weeks after its release, as Waterstones.com began to supply eBooks in the .epub format.[30] Waterstones moved into second-hand bookselling in November 2009 with a partnership with Alibris setting up an online reselling tool called Waterstones Marketplace, part of Waterstones.com.[31]

A re-branding saw the logo change from Baskerville to FS Alberta Pro until 2012

In January 2010, HMV Group announced that Waterstones like-for-like sales over the Christmas period were down 8.5 per cent on the previous year and that managing director Gerry Johnson had left the business with immediate effect.[32] He was replaced by development director Dominic Myers, who was managing director of the British academic bookselling chain Blackwells until 2005.[33] Myers joined HMV in 2006 to oversee the integration of Ottakar's into the chain. In response to the decline in sales, Dominic Myers implemented a three-year plan in which branches will be tailored to their local market alongside”rejuvenation"[34] of the company brand and an increase in range. Alongside these changes, Waterstones implemented new branding in May 2010, developed by agency VentureThree.[35] The company also moved to support the Rainbow Trust, which provides support to children with life threatening and terminal illnesses and their families, in the same year.[36]

In January 2011, after an announcement that profits would be at the lower end of analysts' forecasts due to falling sales resulting in the share price falling by 20%, HMV Group indicated its intention to close 20 Waterstones branches, as well as 40 HMV stores, mainly in towns where the company operates at multiple locations.[37][38] These stores, which included two stores in Dublin, Republic of Ireland [39] as well as nine others the UK closed in February[40], while other branch closures including Milton Keynes Midsummer Place, Dorking, Lancaster University, Harrods, Gateshead and Norwich Arcade were completed by the end of 2011.[41]

[edit] Alexander Mamut & James Daunt (2011–present)

In May 2011, HMV Group announced the sale of Waterstones to A&NN Capital Fund Management, a fund controlled by Russian businessman Alexander Mamut for £53 million.[42] The takeover was welcomed by publishers as ‘a step forward to re-establishing a proper physical presence’, and that the anticipated branch closures ‘will help sales focus.’[43] On 29 June 2011, the sale of Waterstones was completed and approved by the vast majority of shareholders at an emergency general meeting.[5] Mamut appointed James Daunt as managing director[44] and a Board of Directors was announced in October 2011 including Miranda Curtis, who has connections with Liberty Global and American bookseller Barnes & Noble, as Chairman.[45] It was announced that from September 2011, the 3-for-2 deal on books, which had been in place for the previous 10 years, would be dropped.[46] The offer was replaced with a ‘bespoke offer’ which was based on branches choosing their own pricing structures from available discounts.[47]

In January 2012, the company announced that it would be reverting to its pre-2010 Baskerville branding after a rebrand a year previous which saw the logo change to the font FS Alberta Pro.[48] It also announced the removal of the apostrophe from its name, saying it would be "a more versatile and practical spelling". John Richards, of the Apostrophe Protection Society, said that the change was "just plain wrong" and "grammatically incorrect"[49] The company also announced it was opening a Russian language bookshop in its Piccadilly branch called 'СЛОВА', translated as 'Words' in English, which would stock 5000 titles and be staffed by Russian-speaking booksellers. [50]

[edit] Controversies

In November 2008, Waterstones cancelled a book-signing event by poet Patrick Jones at its Cardiff store.[51] Christian Voice had described the book as "obscene and blasphemous" and commented "Just the knowledge that we were on our way has put the fear of God into the opposition."[51] Jones said he was not going to be "beaten down" by religious activists and signed copies for a small group of people in the street, arguing "There shouldn't be censorship of this sort."[51] Waterstones said the event was cancelled "to avoid potential disruption to our store," saying that the safety of its booksellers was its main priority, and pointing out that the book remained on sale throughout its branches.[51]

In October 2009, Waterstones banned internet access to the trade magazine and its website, The Bookseller.com, from all stores. According to the store intranet, Gerry Johnson claimed this was due to the magazine not being needed to run "daily business activity" at the company and could be "misleading".[52] However, others have suggested that this was due to an article printed by The Bookseller which ran negative publicity on the performance of the new "Book Hub" central distribution centre.[52] Following the departure of Johnson from the business, Waterstones reversed this decision.

In January 2012, the company announced that it was rebranding back to its original Baskerville typeface logo, and also saw the apostrophe in the name dropped, with the company styling itself from Waterstone’s to Waterstones, claiming ‘it was no longer practical in the modern world.’ James Daunt said "Waterstones without an apostrophe is, in a digital world of URLs and email addresses, a more versatile and practical spelling". The move sparked outraged on Twitter, with debate on whether the move was grammatically incorrect or not.[49] John Richards, chairman of the Apostrophe Protection Society said “It’s just plain wrong. It’s grammatically incorrect”.[53] However, David Crystal, grammar expert, said on his blog that “...if Waterstone's wants to become Waterstones, that's up to the firm. It's nothing to do with expressing possession or plurality or anything to do with meaning.” [54]

[edit] Takeovers

[edit] Dillons

Acquired in 1995 by the Thorn EMI group, Dillons was the UK's second largest bookseller behind Waterstones and the bookselling arm of EMI's retail division, which included HMV.[14] Following the demerger of Thorn and EMI in 1996, the retail arm was divested from the EMI portfolio within less than a year and spun off into the HMV Media Group, an investment venture between EMI Group and Advent International private equity group.[4][55] This venture included the HMV, Dillons and for £300 million, the Waterstones brand bought from W H Smith, combining to make an international entertainment retailer of over 500 stores. [14] Following a rebuffed takeover attempt in 1997 of W H Smith, [14]Tim Waterstone became part of the deal and by May 1998, following the £801 million deal completion [56] , became chairman of the group, with CEO Alan Giles retaining overall control.[55]

Public perception of the two brands led to the eventual merger of all Dillon's into the Waterstones brand. [57] By the end of 1998, all Dillon stores had been re-branded into Waterstones.

[edit] Ottakar's

Northallerton High Street branch

In September 2005 HMV Group began attempts to buy rival book chain Ottakar's. This alarmed publishers and authors [58] who hoped the Office of Fair Trading would refer the takeover bid to the Competition Commission who did so on in December. In March 2006, the Competition Commission cleared Waterstones for takeover of the Ottakar's, stating the takeover would "not result in a substantial lessening of competition", and is "not likely to affect book prices, range of titles offered or quality of service." Through extensive research they also found that "contrary to widespread perception, Waterstones, like Ottakar's, operates a book-buying system which mixes central and local input on stock selection."[59]

On 31 May 2006, Waterstones announced that it had successfully negotiated the takeover of Ottakar's. HMV chief executive Alan Giles said: "A combined Waterstones and Ottakar's business will create an exciting, quality bookseller, able to respond better to the increasingly competitive pressures of the retail market." Ottakar's chairman Philip Dunne said: "Over the last year the book market has undergone a significant change with new levels of competition from the supermarkets and online retailers impacting all specialist booksellers and in particular those with insufficient scale to compete on equal terms."[60]

Following the takeover, HMV announced that they would be rebranding every branch of Ottakar's as a Waterstones. In July 2006, a conversion programme was initiated and within four months, every Ottakar's store had been relaunched as a Waterstones with the loss of 100 jobs.[61]

[edit] Books etc

In August 2008, the now defunct Borders chain agreed to sell eight stores to Waterstones for an undisclosed sum. The takeover, which represented 34,000 sq ft of retail space and incurred no staff losses, increased Waterstones' presence within London to nearly 50 stores, 'crucially [in] areas that are not represented by Waterstones bookshops'. The stores, located in Fleet Street, London Wall, Holborn, Wandsworth, Uxbridge, Finchley Road, and Canary Wharf were rebranded and merged into the Waterstones chain by September 2008.[62]

[edit] Awards

Waterstones maintains and supports various literary awards, including the Waterstones Children's Laureate[63], the Waterstones Children's Book Prize[64] , the Waterstones 11[65] and The Guardian First Book Award.[66] The company has also received various industry and consumer awards.

[edit] British Book Industry Awards

The Bookseller Industry Awards, formerly the Bookseller Retail Awards, are run by the trade magazine The Bookseller.

In 2008, the company "was lauded for the success of its loyalty card, Writer's Year promotion, online growth and its Get Selling bookseller training."[6]

  • Headline Bookselling Company of the Year [6]
  • High Street Retailer of the Year[6]
  • Nielsen Book Marketing Campaign of the Year[6]

In 2009, the company took away awards for High Street retailing and in praise of the Liverpool One branch Manager Ian Critchley, who was "applauded by the judges for his "outstanding" work in launching the new shop" [67]

  • High Street Retailer of the Year [67]
  • Wiley Manager of the Year [67]

In 2010, Bookseller Clare Boothby was recognised for her accomplishments at her branch in Dorking [68]

  • Sue Butterworth Young Bookseller of the Year [68]

In 2011, Waterstones was recognised for its expertise in children's bookselling [69]

  • Usbourne Children's Bookseller of the Year [69]
Interior of Reading Broad Street branch

[edit] Customer Satisfaction

At the beginning of 2008, Waterstones.com was awarded a silver badge for the Best Books Website category at the BT Online Excellence Awards.[70]

In a survey of 96 British chains in January 2009, Waterstones scored 69% for a Which? customer satisfaction survey on "products, price, staff and shopping environment and whether they would recommend the shop to a friend" – placing the chain in joint eight position.[7] In May 2011, another survey commissioned by Which? on customer satisfaction of 100 High Street brands showed that Waterstones had maintained it's position in the top 10 shops with a score of 77%, placing it in seventh position. [8]

Waterstones also fared well in an online survey conducted for the consumer show Secret Shopper on Channel 4, hosted by Mary Portas. Out of 101 High Street brands, Waterstones 'emerged as an early frontrunner' [71] and has maintained its top position since. [72]

[edit] Children's Book Prize

Waterstones continued the Ottakar's Children's Book Prize under its own brand and since 2005, the Waterstones Children's Book Prize has attempted "to uncover hidden talent in children's writing" by awarding authors with no more than two previously published books (adult or children's fiction).

Waterstones is also the main sponsor of The Waterstones Children's Laureate, previously sponsored by Ottakar's. The 2011–2013 role sees for the first time the position carry the Waterstones branding, with the company stating it was 'up weighting [its] activity' and 'supporting the role in stores and online in different ways throughout the year and beyond.' [80]

[edit] The Waterstones 11

Set up in 2011, the Waterstones 11 was created to promote debut literary fiction from new authors being published in the year ahead. [81] Books were chosen from a list of 100 submitted by publishers, and were announced in January 2011 with in-store and online support, as well as a media campaign for the final 11.[82] The inaugural 11 included the Orange Prize Winner The Tiger's Wife by Téa Obreht, Man Booker Prize nominee Pigeon English, by Stephen Kelman and the Edinburgh International Book Festival First Book Award winner When God was a Rabbit, by Sarah Winman.[81] The latest list was announced in January 2012. [83]

[edit] Locations

London Piccadilly flagship branch
High Street Kensington branch, near the original Old Brompton Road branch

Waterstones has around 300 academic and high street shops in Europe including the United Kingdom, Republic of Ireland (including Dublin, Cork and Drogheda), and in the Netherlands and Belgium (including Amsterdam and Brussels). Some branches in the company are located in buildings of architectural and historical interest.

Flagship superstores

Its flagship store on Piccadilly is the largest bookshop in the Waterstones estate. The main academic branch is located on Gower Street, between University College London and the University of London Union. Aside from the flagship store, Waterstones operates a number of large store which are set over multiple floors. Waterstones refer these stores as 'superstores':[2]

  • Piccadilly, London (formerly Simpsons of Piccadilly) – Flagship branch with six floors with over 8 1/2 miles of shelving,[84]
  • Gower Street, London – Academic branch with five floors and 5 miles of shelving [85]
  • Deansgate, Manchester – Three floors, with over 100,000 books in stock.[86]
  • Milsom Street, Bath – Three floors, with over 55,000 books in stock.[87]
  • La Scala Cinema[88], Sauchiehall Street, Glasgow – Five floors, set in a former cinema [89]
  • Bridlesmith Gate, Nottingham – Four floors, with concessions [90]
Large stores

[edit] Gallery

[edit] See also

[edit] References

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  2. ^ a b c d "Waterstones Company Information". http://www.waterstones.com/waterstonesweb/navigate.do?pPageID=100000002. 
  3. ^ a b "Waterstone's: a history". The Telegraph (London). 20 May 2011. http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8525837/Waterstones-a-history.html. Retrieved 17 January 2012. 
  4. ^ a b c d e "History of WH Smith: 1990-Today". WH Smith Company Information. http://www.whsmithplc.co.uk/about_whsmith/history_of_whsmith/. Retrieved 17 January 2012. 
  5. ^ a b Sillitoe, Ben (29 June 2011). "HMV Group completes sale of Waterstone’s". Retail Gazette. http://www.retailgazette.co.uk/articles/43342-hmv-group-completes-sale-of-waterstones. Retrieved 29 June 2011. 
  6. ^ a b c d e Neill, Graeme (19-09-2008). "Waterstone's Picks Up Awards". The Bookseller. http://www.thebookseller.com/news/67359-waterstones-picks-up-awards-honours.html. 
  7. ^ a b Hickman, Martin (2009-01-29). "Best and Worst High Street Shops". London: The Independent. http://www.independent.co.uk/news/uk/home-news/which-survey-unveils-worst-high-street-shops-1519467.html. 
  8. ^ a b Which?. "Top of the shops". Which?. Which?. http://www.which.co.uk/about-which/press/press-releases/product-press-releases/which-magazine/2011/05/top-of-the-shops/. Retrieved 6 January 2012. 
  9. ^ Jeffries, Stuart (10 November 2009). "How Waterstones Killed Bookselling". The Guardian. http://www.guardian.co.uk/books/2009/nov/10/waterstones-high-street-bookselling. Retrieved 28 January 2012. 
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  11. ^ a b Walker, Tim (14 March 2011). "Do bookshops have a future?". The Independent (London). http://www.independent.co.uk/arts-entertainment/books/features/do-bookshops-have-a-future-2240874.html. Retrieved 17 January 2012. 
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  13. ^ Cassidy, Suzanne (07 October 1991). "THE MEDIA BUSINESS; British Book Shops in Price Skirmishes". The New York Times. http://www.nytimes.com/1991/10/07/business/the-media-business-british-book-shops-in-price-skirmishes.html. Retrieved 17 January 2012. 
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  27. ^ Bowler, Katie (14 January 2009). "Distribution hub will lead to 200 job cuts". Burton Mail. http://www.burtonmail.co.uk/burtonmail-news/DisplayArticle.asp?ID=380761. Retrieved 19 January 2012. 
  28. ^ Neill, Graeme (13-01-2009). "Waterstone's Redundancies". The Bookseller. http://www.thebookseller.com/news/74324-waterstones-confirms-job-losses.html. 
  29. ^ Davey, James (2009-01-12). "Waterstone's planning redundancies". Reuters. http://uk.reuters.com/article/businessNews/idUKTRE50B48Y20090112. 
  30. ^ Neill, Graeme (2008-03-27). "Waterstone's Stocks Sony Reader". The Bookseller. http://www.thebookseller.com/news/63631-waterstones-to-stock-sony-reader.html. 
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  33. ^ Jones, Philip (14 January 2010). "Mr Fixit takes helm at Waterstones". The Bookseller. http://www.thebookseller.com/news/dominic-myers-mr-fixit-takes-helm-waterstones.html. Retrieved 19 January 2012. 
  34. ^ Neill, Graeme (29-03-2010). "Myers plans to 'rejuvenate' Waterstone's". The Bookseller. http://www.thebookseller.com/news/115046-myers-plans-to-rejuvenate-waterstones-after-stifling-homogeneity.html. 
  35. ^ Gallagher, Victoria (11-05-2010). "Waterstone's 'flexible' rebrand to reclaim the high street". The Bookseller. http://www.thebookseller.com/news/118142-waterstones-flexible-rebrand-to-reclaim-the-high-street.html. 
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  43. ^ Horn, Caroline (27 May 2011). "Children's publishers welcome Waterstone's sale". The Bookseller. http://www.thebookseller.com/news/childrens-publishers-welcome-waterstones-sale.html. Retrieved 31 May 2011. 
  44. ^ Hall, James (20 May 2011). "Daunt paprachuted in to run Waterstones". The Telegraph (London). http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8525575/James-Daunt-parachuted-in-to-run-Waterstones.html. Retrieved 19 January 2012. 
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  48. ^ Campbell, Lisa (11 January 2012). "Waterstones reverts to original logo, drops apostrophe". The Bookseller. http://www.thebookseller.com/news/waterstones-reverts-original-logo-drops-apostrophe.html. Retrieved 19 January 2012. 
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  52. ^ a b Flood, Alison (2009-10-09). "Waterstones blocks access to bookseller site". London: The Guardian. http://www.guardian.co.uk/books/2009/oct/09/waterstones-removes-access-to-bookseller-website. Retrieved 2009-10-20. 
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