J-blip: Tsutaya launches one-stop ‘lifestyle’ bookshop

November 18th, 2013 by Felicity Hughes

Tsutaya's new book store meets all your lifestyle needs

Tsutaya’s new book store meets all your lifestyle needs

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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