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CARIBBEAN BUSINESS
Borders Books & Music To Open Its First Bilingual
Store In Plaza Las Americas
Gets ready to open Feb. 19 with 150,000 book, music,
and video titles;
will include coffee shop featuring wine, beer, teas, and light
menu
by Lucienne Gigante
January 21, 2000
Copyright © 2000 CARIBBEAN BUSINESS. All Rights Reserved.
Borders Books & Music is getting ready to open its first
bilingual store on the island next month, leading various stateside
retailers entering the local market this year, including Eckerds
Drug and Macy's.
"We are introducing a new concept in books and music to
Puerto Rico's market," Ann Binkley, public relations manager
of Borders Inc. told CARIBBEAN BUSINESS. "Since this is our first bilingual
Borders store, it's the perfect opportunity for us to learn from
the Spanish speaking area."
The 28,750-square-foot superstore--the first of its kind in
Puerto Rico--will be located in Plaza Las Americas. as part of
its ongoing expansion that will convert the mall into a 2.1 million
square foot retail, food and entertainment venue. The opening
date is scheduled for February 19th.
The two-story store will also have a coffee shop, "Cafe
Espresso", that in addition to carrying a selection of coffees
and teas, will offer beer and wine. Cafe Espresso will also feature
a light menu including soups and gourmet desserts.
Borders will carry more than 150,000 titles among books, music,
and video, 40% of these will be in Spanish, according to Binkley.
"We carry Spanish titles in other stores, but no to the extent
we will in Puerto Rico," she said.
Borders book selection includes the latest novels, popular
classics, business writing and a wide selection of international
magazines and newspapers. The film department will include the
latest in movie releases, DVDs, music videos, silver screen classics,
and literary adaptations. In terms of music, Borders will carry
Latin pop, jazz, classical, blues, new age and world music titles.
"Our store inviting atmosphere encourages people to spend
time, browse and listen to music before making the purchase,"
she said.
Borders has put together a local management team including
music and book buyers and a community relations' coordinator.
"This will be a wonderful opportunity that will enable us
to do events that we've haven't done before," she said, adding
that the chain has strong commitment to the community and sponsor
regular author appearances, musical performances, and benefits.
In addition to the management team Borders will employ about
100 people. Meanwhile, the company is kicking-off the New Year
with a local advertising campaign to create brand awareness.
Global retailers of books, music, video, Borders Group, Inc.
(NYSE:BGP) has more than 300 stores located in the United States,
United Kingdom, Australia, New Zealand, and Singapore. In 1997,
the Borders Group launched a new subsidiary, Borders Online, Inc.
which oversees the production of Borders.com website with access
to about 700,000 titles and more than 10 million books, music
and video items in stock.
This Caribbean Business article appears
courtesy of Casiano
Communications.
For further information please contact www.casiano.com
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