Book Ends Thrives with Focus on Customers

In the face of competition from big box bookstores and online sellers, Winchester’s independent bookstore, , is still going strong after 24 years.

“Being small does not mean smaller business but rather one that is concentrated on its customers,” said Book Ends owner Judy Manzo. She cites a core group of loyal customers as key to the store’s success. To keep them coming back, Book Ends offers personal service, frequent author appearances, book club lists and discounts and a children’s book reviewer program.

At times, being an independent store even gives Book Ends an edge over chain stores.

“Because we are a small store,” Manzo said, “we have been successful in having our finger on the pulse of what is going on in the industry and can respond immediately without going through layers of corporate management.”

Book Ends has also kept up with changing technology: the store is on Facebook and Twitter, and its website allows online ordering, with free delivery in Winchester. Customers can also sign up for email newsletters with promotions and news of book signings and author appearances.

Away from the public side of the store, Book Ends has successfully moved into the book fair business, working with local schools to serve as their book fair vendor. The store also frequently receives business-to-business orders directly from publishers.

Book Ends was first opened in 1984 in a courtyard space on Thompson Street by then-Winchester resident Milly Cook. In 1986, Cook sold the store to Joe Stanley, who moved Book Ends to its current location on Main Street. Manzo took over the store in 1992.

“My major goals included making the store a community gathering place as well as a destination bookstore in the line of longtime successful independent stores such as Concord Bookshop, Andover Bookshop, Harvard Bookstore, and Brookline Booksmith, to name a few,” Manzo said.

Manzo herself is very connected to the Winchester community, having lived in town for 30 years. She has a long history of civic and community involvement, and is currently serving as president of the .

Book Ends offers extended hours to accommodate customers’ work and family schedules, and Manzo believes those extra hours are a draw for regulars and last-minute shoppers. She said customers also appreciate the selection of greeting cards and gifts. The store is even contacted frequently by the media for information about Winchester.

"After this much time, we have become somewhat of an institution in the town,” Manzo said.