Borders Targets Teens With Borders Ink Shops

Posted on July 22, 2009

Borders Ink

Wall Street Journal reports that Borders is planning to target teens with its new Borders Ink shops inside Borders stores. Borders Ink section contain graphic novels and young-adult novels. They will also contain items of interest to teens such as Twilight pencil cases.
The Borders Ink shops, which will stock graphic novels, fantasy and young-adult titles together, are expected to be available in 80% to 90% of the 513 superstores Borders operates nationwide by the end of August. Some have already opened in Michigan.

The space for the departments has often been carved from areas that previously sold music and DVDs, whose popularity has faded with bookstore shoppers.

Borders also plans to stock merchandise it thinks teens will snap up, including a variety of goods associated with Ms. Meyer, the writer of the vampire "Twilight" series, such as bookmarks and pencil cases.

"We want this to be about more than just the book," said Kathryn Popoff, vice president of merchandising/trade books at Borders, based in Ann Arbor, Mich.
Hot Topic has found success with the Twilight related products so there is proof these kinds of items sell. It also makes sense for Borders to remove music from these new teen sections. There is ample evidence teens don't buy much music and if they do it is usually in a digital format.

Photo: Christy Deering/Borders Group