Cheshire Books

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Cheshire Books is For Sale!
Opened in 1973, Cheshire Books is located in the core historical and business district of Fort Bragg, a coastal town located on the Mendocino coast of California, approximately 150 miles north of San Francisco. Husband and wife Ron Hock and Linda Rosengarten have owned the store since December 31, 2003. Less than a year later, with the help of seventeen customer volunteers Ron and Linda moved the store four doors south to a newer location at 345 North Franklin Street and proceed to increase the number of store and community events, build up a much larger inventory, and increase the customer base, both local and tourist.
Cheshire Books is the only new-books store in this small, rural community, and one of only five new-books stores in the whole of Mendocino County. Cheshire Books has become quite popular over the past five years and is known for its friendly atmosphere and personal customer service. Inventory turns have increased from less than 2 to 3.5 and sales have increased by over 50% in the five years Ron and Linda have owned the store.

Cheshire Books offers an eclectic selection: something for every reading taste. Special orders are a particularly successful customer service that keeps customers coming back into the store. The childrens, junior and young adult sections have grown and now occupy major square footage, reflecting the national trend in the increase in book purchases for and by the 9 17 year-old age group. As the retiree population has increased in Fort Bragg, so has the number of grandparents requesting advice on books and purchases for grandchildren (a targeted market that can truly be developed).

Cheshire Books is located across the street from one of the oldest Fort Bragg businesses, Racines, a unique variety stationery, art and office supply store. A bakery is opening (in the old Fort Bragg Bakery building) kitty-corner; a fine art gallery recently opened two doors away, two kitchen/gourmet stores are close at hand, as are several clothing and shoe boutiques, restaurants, the primary local coffee shop, an upscale lingerie shop and three antique shops reside within the same block all local independent businesses. A Shop Local First movement is getting underway with the help of the City of Fort Braggs Localism Committee. The Citys Promotion Committee is active in promoting business and tourism, as is the local Chamber of Commerce. Tourism is an important part of the financial picture of Cheshire Books, as it is for the entire Mendocino coast area, and we recognize many faces of return tourist customers. Fort Bragg is home to some of the best beaches and wonders of nature in all of California. And, even though the past but traditional income sources of the fishing and timber industries are no longer part of the economic scenario as far as jobs are concerned, the local commitment to the long-term development of the major waterfront Georgia-Pacific mill site and of other natural environmental resources for locals and visitors, is on the top of the civic agenda here. Consequently, future prospects are very good for Fort Bragg, especially as a tourist destination.

1. 2004 Purchased store on December 31, 2003. Lease expired December 31, 2004. Relocated store to 345A North Franklin Street on November 1, 2004. 345 North Franklin is a bifurcated space with two storefronts totaling approximately 2,000 square feet, including a shared bathroom and coatroom area.
Gross -- (minus January to April 4, 2004) -- $202,612

2. 2005 - Continued to establish store in new location. Invested in fixtures, marketing, etc. (Building neighbor (345B), Twyce Times was a compatible business regarding the building up of the childrens section, plus general compatibility of all participants.) Developed events such as our Hogwarts Breakfast to introduce Harry Potter and the Half-Blood Prince, which lead to an event for children each summer.

3. 2006 Owner of Twyce Times unexpectedly decided to quit in April, leaving suite next door vacant. We expanded to fill the space rather than lose control of it. Also, data on successful bookstores indicated that a larger footprint than existing 12 x 88 would be preferable.

5. 2008 Fort Bragg began to see economic decline in July, and a precipitous decline in sales in October as played out across the country. However, December sales were only $5,000 short of December 2007.

Given the challenges posed by relocating, expansion, street renovation and the current recession, the trend in gross sales for Cheshire Books is positive and encouraging. Other encouraging factors include no large or box stores such as Barnes & Noble, Borders, and Costco and there is no evidence that the demographics in Fort Bragg will support such retail development.

In the five years of ownership we have been able to increase inventory turns from less than 2 in 2004 to 3.5 in 2008. This indicates the increasing popularity of Cheshire Books and a real potential for further growth.

Although a healthy competition exits between the closest bookstores on the coast, Gallery Bookshop in Mendocino, the two stores are friendly and work together to serve customers, including the annual Mendocino Coast Writers Conference. Cheshire and Gallery Bookshops frequently call each other to fill a customers request, which helps keep individuals buying at their local independent bookshop rather than resorting to the Internet. Superior customer service and a feeling that the customer is more important than stores competing against one another endears both stores to the hearts of local customers. It is also a point of local pride for our mutual customers that these two stores put customers first.