Thalia (bookstore)

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Thalia bookstore in Vienna

Thalia is a chain of more than 200 book shops in Germany (a country with fixed book prices), Austria and Switzerland.[1]

Book stores[edit]

The shops are often located in shopping centres [2] where they can regularly welcome a certain number of walk-in customers, who actually didn't go out to buy books, but do that then en passant anyway. Depending on the local situation Thalia sometimes also refrains from building a new shop in favour of purchasing an available edifice.[3] Also whole book store chains have occasionally been taken over by Thalia.[4]

Local reception[edit]

Since Thalia, mainly owned by the Douglas Holding, is a prosperous enterprise [5] which can afford to sustain relatively large, well equipped [6] shops with many books in stock [7][8] and long opening hours, small local shops are prone resent the settling of a Thalia shop in their area.[9] Still the fixed prices for books in Germany give smaller competitors a chance.[10] Still Thalia has also adopted single book shops. Moreover is there support for local businesses in the way that every Thalia chain store has a section for local literature (featuring local history, vernacular etc.), keepsakes and related articles.

Multichannel marketing[edit]

The company early on picked up the concept of multichannel marketing and therefore taken a stake in an established German online book shop.[11] Thalia's very own shop [12] has a share in Thalia's growth.[13] Customer from rural parts of the country can order books online and hereby make sure that even special titles are available and reserved when they go shopping at the weekend. Elderly people who have difficulties leaving their house can phone a Thalia chain store and ask to have books sent to their home and the receiving employee will carry out the order online instead of the customer. (The national competitor Weltbild provides thus options too.) Thalia also sells gift cards that can be used in their shops as well as online.[14]


In 2008 Thalia committed itself to the German e-book market and made a deal with Sony in regards to Sony's e-book reader.[15] The growing demand in e-books convinced Thalia to announce the release of their own device.[16] In the same year the "Oyo" [17] (basically a German version of the 4FFF N618) was launched [18] in cooperation with Medion, a company well known for its previous cooperations with Aldi.[19]


Thalia Germany has also sister companies in Austria and Switzerland.[20][21]


  1. ^ "Thalia is a chain of bookstores in Germany, one of the first countries that introduced the fixed book price.". Retrieved 2011-05-07. 
  2. ^ "Further tenants are a Rewe grocery store, Intersport Voswinkel, a dm drug store, Deichmann shoes and a Thalia book store". Retrieved 2011-05-07. 
  3. ^ "This week saw the long awaited opening of the Thalia Bookshop in Bonn's Market Square". Retrieved 2011-05-07. 
  4. ^ "Thalia Buchhandlung GmbH acquires Buch Kaiser GmbH". Retrieved 2011-05-07. 
  5. ^ "Thalia Bookstore Sales Up 7.5%". Retrieved 2011-05-07. 
  6. ^ "Thalia as reference for a producer of escalators" (PDF). Retrieved 2011-05-07. 
  7. ^ "English-language bookstores in Hamburg". Retrieved 2011-05-07. 
  8. ^ "a large-ish section of "International Books", the majority in English.". Retrieved 2011-05-07. 
  9. ^ "Showdown in Germany". Retrieved 2011-05-07. 
  10. ^ "They were incredibly jealous to hear of the fixed-book pricing law in Germany which allowed independent brick-and-mortar stores to compete against Amazon and Thalia, the German online bookstore giant.". Retrieved 2011-05-07. 
  11. ^ "Thalia bookstore chain gained 10 percent to 905 million euros, propelled by the unit taking a majority stake in, an online service.". Retrieved 2011-05-07. 
  12. ^ "a chain called Thalia that runs over 230 bookstores in Germany and also has an online shop". Retrieved 2011-05-07. 
  13. ^ "Following the release of their 2010 sales figures, the second largest German book store chain, Thalia, has also pinned its success on multichannel approaches". Retrieved 2011-05-07. 
  14. ^ "Giftcards from Thalia". Retrieved 2011-05-07. 
  15. ^ "Top German chain bookstore Thalia struck a deal with Sony to sell content for its Reader devices in Thalia stores and online". Retrieved 2011-05-07. 
  16. ^ "Germany's Thalia Bookstore to launch ereader". Retrieved 2011-05-07. 
  17. ^ "Oyo reader review (on english)". Retrieved 2011-05-07. 
  18. ^ "Thalia to sell Oyo e-reader with Wifi, touchscreen". Retrieved 2011-05-07. 
  19. ^ "Those who purchase it receive mobile access to thousands of e-books. In the case of Thalia, that number is even in the hundreds of thousands.". Retrieved 2011-05-07. 
  20. ^ "Thalia Group expands in Austria". Retrieved 2011-05-07. 
  21. ^ "With a total of 23 stores and 650 employees throughout most of Switzerland, the Swiss book dealer Thalia Bücher AG is the market leader in the country.". Retrieved 2011-05-07. 

External links[edit]