Making Book Out of Borders
For the holiday season, Barnes & Noble is wasting no time in taking advantage of the liquidation of Borders Books over the summer.
This week, the book selling giant has been sending emails to former customers of the now-defunct Borders retail chain offering holiday discounts such as 30% off book purchases and free delivery by Christmas.
Borders, which had stayed true to the retail model and not gone as heavily into direct and electronic marketing as Barnes & Noble, had to liquidate last summer after filing for Chapter 11 reorganization. The chain’s slow death included a spell of not being able to pay its bills and the falling-through of a potential stalking horse acquisition deal by Direct Brands, which owns Book-of-the-Month Club, Doubleday Book Clubs and Columbia House.
One of Borders
