FEATURE ON WINSTONE’S
March 2012 – This is the second of the 2012 monthly features on independent shops and businesses in Sherborne. This month we look at the brand new bookshop that has opened at the top of Cheap Street.
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If you enjoy walking down Cheap Street on a Saturday with its bustling activity, the hubbub of the local market and cheery hellos, you might also have been amused by the addition of a couple of other Saturday regulars in the past few weeks: Peter Rabbit and Gruffalo. Rather an incongruous sight in this traditional setting but one which certainly delights the children who shyly say hello or are even coaxed to have a photo taken hand-in-hand with these larger-than-life characters.
Introducing children to fictional characters and the books they inhabit is one of the key objectives of the newly opened bookshop, Winstone’s, at the top of the town. This is not so surprising when you discover that Wayne Winstone, the affable owner, was previously the Children’s Director for both the Ottakar book chain and subsequently Waterstone’s.
“Children need to be introduced to books at a young age,” states Wayne. “We have a phenomenal literary heritage in the UK and if they are going to enjoy this and take advantage of it then they need to be introduced to good quality books when they are very small. It’s important to work with decent publishers, people who work with educational psychologists and who consider the font and the number of words as well as the visuals.”
The Harry Potter phenomenon and the current interest in dark fantasy and vampires have made the children’s and teenager market an important group to be catered for and about 25% of Winstone’s stock is dedicated to this area.
There is a lot more of course: the latest fiction, biographies, history and local publications. Winstone’s philosophy is to make the shop as relevant and interesting to the local community as possible. To this end, there are all sorts of events being planned: events with authors, story-telling for children, jazz and folk gigs, musical evenings. Events are likely to be ticketed and the cost will vary but any charge will be redeemable against the purchase of a book. Winstone’s also plans to work closely with the new Literary Society being set up in Sherborne, being launched in April.
Winstone’s business philosophy is centred on a high level of customer service and advice together with a good range of quality books. The events will bring a certain dynamic to the shop but there are also peripheral reasons to pop in; Winstone’s provides a relaxing coffee area at the front of the shop with some great locally-baked cakes and excellent coffee. There is also a niche card range providing something a bit different.
Having recently lost one independent bookshop, Sherborne is fortunate to have been chosen as the location for Winstone’s in such rapid succession. The search for a site covered the entire South West but only Sherborne matched the search criteria: a relatively well-off population, a good mix of private and state schools, a good occupancy on the High Street with a good choice of independent shops.
There is a view that books and bookshops will become an endangered species. Print-on-demand was the predicted challenger a few years ago but the quality of the finished product was not great. Online publishing was another threat with renowned authors such as Stephen King experimenting with this medium. The role of the publisher was nevertheless recognised as providing a better, more assured route to market with tried and tested distribution and media coverage. Even Kindle has its limitations offered only on Amazon with its titles. According to Wayne Winstone nothing has yet replaced the book with its touch and feel.
Wayne feels that there is more of an opportunity than ever. He became disenchanted with the corporate approach to the market where one style fits all. He wanted to use his passion for books to stimulate the customer and provide a range that is challenging and interesting whilst appealing to all tastes. In a homogenised world he feels this is precisely the opportunity – the lack of choice provides the opportunity to offer the best, in terms of range, service and experience, and to be at the heart of the community. From what we have seen, it seems that Winstone’s approach has been heartily endorsed.