National / Media | Japan Pulse

J-blip: Tsutaya launches one-stop 'lifestyle' bookshop

by Felicity Hughes

Contributing Writer

Following on the success of Daikanyama T-Site, an upmarket complex targeted at an older demographic of book lovers and one that included satellite boutiques for cameras, bikes and pets,  bookselling behemoth Tsutaya has opened  a new similar envelope-pushing book store in Honjō-Waseda, Saitama.

By offering objects for sale related to a particular hobby or interest, the concept of the new store, which opened its doors on Nov. 2, is to sell not only books, but also a new lifestyle and, of course, to maximize profits.

Make no mistake, though. The lifestyle being hawked here is a far cry from the tony Daikanyama T-Site. Catering to a more suburban and middle-class set, the store is divided into seven zones: cookery, interior decorating, beauty, kids, business, the arts and travel. In the cookery zone, cooking utensils and tableware are laid out next to cookbooks and in-store cookery demonstrations should further whet consumer’s appetite for purchasing more than just a recipe book.

As more entertainment content — be it books, DVDs or games — becomes digitized and downloadable, could this mark the final chapter of the bookstores? The writing is on the brick-and-mortar wall.

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