I believe the company's previous niche, focusing on rare books, is what lead the company to die off. It could've been a good and creative idea but they when about it the wrong way. Focusing on rare books excluded a big part of the book community who weren't interested in rare books. What also caused the company to die off is investing in too many variables. It couldn't focus on just books, which resulted in them establishing a digital center that failed due to bigger competition. They also invested in too many locations too soon, starting at 41 stores in Australia, New Zealand, Ireland, and the UK.
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This time around, I will be fixing those issues for the company's rebranding. We will be organizing our store to have a smaller section of rare books and focus more on popular and sub-niche books. Our new percentage for our stores would be 40% mainstream, 40% sub-niche books and 20% rare books. Our main focus would be popular books and books that have low competition like meal/fitness, subject books, and coloring/puzzle/activity books, etc. With a lot of these books being harder to manufacture, we can charger higher for them than the typical notebook. We can even lean into the idea of rare books more by having unique popular and sub-niche books that are harder to obtain. We'd also save more for the company by only focusing on being a book store and starting out with a small number of locations only in the United States.