Books giant Waterstones accused of ‘disguising its stores as local shops’

BOOK giant Waterstones has been accused of ‘dishonesty’ after opening quaint unbranded high street shops that appear to be independent.

The move has sparked claims that the company is sneakily avoiding the backlash against the growing homogenisation of Britain’s high streets. But the smaller shops have been such a success that Waterstones is keen to launch more.

Southwold Books, which occupies a Grade II listed building in the Suffolk town, is one of three incognito stores to have opened. The others are in Rye, Sussex, and Harpenden, Hertfordshire. In Southwold, only a tiny sign in the window that reads ‘Southwold Books is the trading name of Waterstones Booksellers Ltd’ reveals the identity of the owner. Shops in Southwold High Street are facing an average rise in business rates of 177 per cent over the next five years. Many shopkeepers blame the arrival of big chains for pushing up rents, which in turn affects the rates.

Shop owner John Wells said: ‘To call themselves Southwold Books is a bit naughty.’

In Rye, the Water stones owned store is called The Rye Bookshop. One local said: ‘I suspect Waterstones wouldn’t have been able to set up shop if they had stuck a big sign on the front. The whole town would have been up in arms.’

James Daunt, managing director of Waterstones, said branding small shops as being independent helped them integrate in smaller towns.

He added: ‘We don’t pretend we are not Waterstones. The idea that this is some type of subterfuge is ridiculous.’