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The new Barnes & Noble bookstore at Bellevue Square in Bellevue, Wash., opened on Wednesday. (GeekWire Photo / Kurt Schlosser)
Barnes & Noble is back in downtown Bellevue, Wash., and book lovers turned out Wednesday for a grand opening to show their appreciation for the longtime chain’s return — and for the continued ability to browse a physical bookstore in the age of Amazon.
Before closing in 2022, Barnes & Noble operated a store in the city’s urban core for 29 years. The company has a store in Bellevue’s Crossroads shopping center, 2 1/2 miles away. The new location, in Bellevue Square, is part of the company’s resurgence as it experiences strong sales and opens new stores across the U.S. following years of closures.
The bookseller expects to open over 60 new bookstores in 2025, including five this month. Another location is opening in Issaquah, Wash., next month.
RELATED: Barnes & Noble sells ‘a better book’ than Amazon: CEO credits bookstore experience at revived chain
“It doesn’t surprise me,” said Bellevue store manager David Rossiter, a 20-year Barnes & Noble veteran, when asked about the company’s newfound success. “To me, when I walk into a mall or town square, I’m always like, ‘Where’s the fun location to shop?’ That’s how I feel about our stores.”
Amazon, which accounts for more than 50% of the book market, got its start as an online bookseller. On its way to disrupting multiple retail verticals, the tech giant’s e-commerce dominance took a toll on physical bookstores, including Barnes & Noble. Amazon even opened physical Amazon Books locations, a concept that lasted about seven years before they were shut down in 2022.
Barnes & Noble has also faced criticism over the years for pushing smaller, independent bookstores out of business.
In the sprawling mall, the new 8,000-square-foot store maintains an intimate feel, with a variety of book sections and multiple tables featuring thematic displays. There’s also plenty of room for vinyl records, magazines, games, toys and assorted gift items.
The store is also in Amazon’s backyard — the company employs 12,000 corporate and tech workers in the city where it has grown its office footprint considerably in recent years.
GeekWire caught up with several customers for their read on the new store:
Kim Howe at Barnes & Noble in Bellevue Square on Wednesday. (GeekWire Photo / Kurt Schlosser)
Kim Howe of Snoqualmie, Wash., is a fan of Barnes & Noble and physical bookstores, and especially the ability to check out the product she’s buying in person.
“I’m particular, so I get to look at the book and if something’s not correct on it then I go to the next book,” Howe said. “Whereas, if I order it off of Amazon and the book comes and there’s a scratch on it, it’s like, ‘That’s not what I ordered.’”
Jinhua Lou at Barnes & Noble in Bellevue Square on Wednesday. (GeekWire Photo / Kurt Schlosser)
Jinhua Lou of Bellevue was holding travel books for France and Portugal — by popular Edmonds, Wash., author Rick Steves — as he moved through the store.
“To be honest, I don’t read much, but I like to travel, so that brought me here — I bought some travel books,” Lou said, adding that he also picked up a birthday card for his daughter.
Asked why he doesn’t just use his phone instead of physical travel guides, Lou said he likes the hidden secrets that Steves points out in his books — like a ferry he previously took from Norway to Denmark.
“I could Google the destination, but Rick Steves probably has more experience than AI, I think,” Lou said.
Kay Neill at Barnes & Noble in Bellevue Square on Wednesday. (GeekWire Photo / Kurt Schlosser)
Kay Neill drove up from Federal Way, Wash., where there is a Barnes & Noble location, but she wanted to see the new store. She was a sporting a “May the books be with you” Star Wars-style sweatshirt.
“I like to be able to look at books,” Neill said. “I buy a lot of books online, but sometimes it gives me an idea. I can physically see the book and have a sense of it better than I can just looking at it online. I love to read, and I buy lots of books.”
Peyton McQuain at Barnes & Noble in Bellevue Square on Wednesday. (GeekWire Photo / Kurt Schlosser)
Peyton McQuain recently moved to Bellevue from Portland, Ore. — a city known for its love of books and the iconic Powell’s bookstore.
“I really love all things printed. I’m an artist, so I’m very connected to that. And I think having something physical is more meaningful in a way,” McQuain said, adding that she enjoys wandering around a physical bookstore to see what she can find.
“I think online you kind of search for something that you already know you want, and it’s easier to explore in a bookstore,” she said.
Cindy Wong at Barnes & Noble in Bellevue Square on Wednesday. (GeekWire Photo / Kurt Schlosser)
Cindy Wong helped lead the ribbon cutting at Wednesday’s opening. The self-published author was promoting her first book, “Starhug.”
“It’s amazing,” Wong said of the experience. “[Barnes & Noble] has always been so supportive of local authors,” she said, adding that the chain reminds her of the theme of her book — “the staff are very kind and compassionate; they’re always trying to help people find their inner star by finding the right magical book for them; it’s a very inclusive community; and if people wanted a hug, they could ask them for a hug.”
Marci Larsen at Barnes & Noble in Bellevue Square on Wednesday. (GeekWire Photo / Kurt Schlosser)
Marci Larsen drove down to Bellevue Square from Mukilteo, Wash. She frequents the Barnes & Noble at Alderwood Mall in Lynnwood, Wash.
Larsen has a Nook e-reader by Barnes & Noble, and she’ll often visit a store to further explore books so she knows what to download. She loves written staff recommendations on shelves.
“I try to choose something that is an author maybe that I know and love. And I try to do a one off, something that forces me to do something new and different,” Larsen said.
She said she’s a little surprised by Barnes & Noble’s comeback.
“I’m glad,” Larsen said. “That’s part of the reason I give them my business. I want them to stay open.”
Keep scrolling for more images from the store opening:
Customers line up with their purchases at Barnes & Noble in Bellevue, Wash. (GeekWire Photo / Kurt Schlosser)
A rack of Taylor Swift books at Barnes & Noble. (GeekWire Photo / Kurt Schlosser)
Browsing in Barnes & Noble. (GeekWire Photo / Kurt Schlosser)
A display for Nook e-readers at Barnes & Noble. (GeekWire Photo / Kurt Schlosser)
Customers like the curated offerings at Barnes & Noble, such as this table of celebrity books. (GeekWire Photo / Kurt Schlosser)
The new and noteworthy section greets customers as they enter Barnes & Noble. (GeekWire Photo / Kurt Schlosser)
Store manager David Rossiter in front of the Bellevue Square Barnes & Noble. (GeekWire Photo / Kurt Schlosser)
