How The Strand Makes a Bookstore Feel Like Home

In the era of e-books, indie bookstore continues to thrive

A young man wanders through the comic section of the Strand bookstore, struggling to hold five graphic novels in one hand while leafing through the top one with his other hand. A sienna-colored coat is draped over his forearm, nearly covering an eye tattoo, its arched brow knitted in a sorrowful expression. The tattoo-wearing comic book connoisseur is Will Burris, a video editor for NowThis news, and Strand loyalist for its extensive collection of graphic novels.

His comic book selections of this early December day include “Prince of Cats,” based on Shakespeare’s “Romeo and Juliet,” “Brat,” by the illustrator of popular Cartoon Network series “Adventure Time,” and “Junky” by Guillaume Singelin, a French artist Burris discovered at the Strand. A Connecticut native, Burris moved to New York City nine years ago, and after his dad implored him to visit The Strand bookstore upon his relocation to the city he’s been a steady customer.

Since 1927, Strand bookstore has been a Village staple with its advertised collection of 18 miles of books. On June 11th, the Strand was declared a New York City landmark despite owner Nancy Bass Wyden’s protests. The landmark status will make any changes to the bookstore more challenging, and Bass Wyden has asked customers to sign a petition to overturn its landmark status.

During a New York City Landmarks Preservation Commission hearing last year, Wyden pleaded against the landmarking, stating that the change would create more bureaucracy, resulting in expenses and restrictions that would slow down the Strand’s progress.

While the landmark status will likely prevent additional enticements like a coffee shop, nonetheless the Strand has managed to persist as a beloved haven for bibliophiles despite Amazon’s threats to brick and mortar bookstores. Part of this is due to the bookstore’s willingness to adapt to the modern world. The Strand offers its inventory online, allowing them to keep up with current demand and broaden the Strand’s reach outside of New York City, said Andrea Klinker, Senior Communications Associate at the Strand.

The Strand’s reputation spans the world. NYU senior Lyllah Ledesma heard about the Strand across the pond. “It's got a big reputation [in the U.K.] and I wanted to visit it as soon as I moved here to see what the hype was about,” she said. Ledesma visits for its postcard and gifts.

The gifts are a big draw for customers including mugs inspired by the city’s famous Greek coffee cups, Strand Books tea with names like “Enchanted Library and “Stories by the Fire,” and apparel with the Strand logo. Nancy Aldrete, a first-time Strand visitor from Utah, selected a marled grey Strand sweatshirt, a hunter green beanie, and a bookmark depicting the store’s exterior. She read about the Strand in a BuzzFeed article, and joked that she needed the apparel as proof that she had visited the renowned bookstore.

Aldrete, visiting the Big Apple, is a typical Stand customer. “Half of the customers are coming to visit for the first time and check it off on a bucket list,” Klinker said.

Those tourists often leave the store with the iconic Strand tote bag. From the classic canvas tote emblazoned with Strand’s red logo, to variations featuring Ruth Bader Ginzburg and Frida Kahlo, the tote bag is a quintessential symbol of the store’s personal brand. “A priceless bag from your favorite indie bookstore to carry all of the novels, memoirs, cookbooks, socks, records, and discoveries you pick up at Strand,” reads a sign defining the tote in the store’s gift section.

Beyond the tourists, the clientele is usually locals, from children to retirees. The bookstore contains a myriad of topics, from fashion photography and its extensive children’s section, to more obscure subjects like its banned books display. “Banned in Illinois for being ‘pornographic trash’” reads a sign protruding from a tangerine-colored copy of Kurt Vonnecut’s “Breakfast of Champions.”

Klinker also emphasized the Strand’s appeal to a wide variety of book lovers. “Strand is definitely a tourist destination, so half of the customers are coming to visit for the first time and check it off on a bucket list,” Klinker said.

Niki Kapanka, a Midwesterner who moved to New York City 10 years ago, works nearby and comes to the Strand almost every day to read during her breaks. Kapanka is three quarters of the way through reading a worn copy of “Song of Achilles,” and intends on purchasing Louisa May Alcott’s “Little Women,” just in time for the film adaptation.

The Strand stands out to her from other bookstores because of its independent ownership. “It’s not like the Starbucks of bookstores,” Kapanka said.

The Strand’s collection of rare books makes it a unique destination for book lovers. The entire third floor is filled with collectibles — from a signed first edition copy of Keith Haring’s “Eight Ball,” to its most expensive item, a $25,000 copy of collected alcoholics anonymous writings. “They have an unbeatable selection of rare books that you just can’t find on Amazon,” said NYU student Sam Brinton, who compared the rare book room to a museum.

Independent bookstores like the Strand play an important role in the diversity of bookselling. Only 35 buyers purchase the books for more than 1,000 Barnes and Noble stores, according to a 1999 journal by Kristen Schmidt, which gives them a monopoly over which books end up in the hands of buyers. Bookstores like the Strand ensure that lesser known authors are given the opportunity to be published and enjoyed by readers. The store even encourages published customers to email its book buyers for the chance to be featured at the Strand.

Isabel Picot, a lawyer from Brazil, visits the Strand every time she comes to New York City for work, and considers it to be the world’s best bookstore. “It has everything from fashion to war,” Picot said, praising the Strand for its massive collection of rare and vintage reads. Aside from its masterfully curated variety of books, the kind staff and welcoming atmosphere keeps Picot coming back to the Strand. “It feels like home,” she said.