When James Daunt was named CEO of Barnes & Noble in 2019, he quickly began making the big-box store more like local indie bookstores.
Barnes & Noble had just been taken private by Elliott Advisors for $683 million after sales declines driven by formulaic stores that had lost their charm. The hedge fund installed Daunt, a Brit, as CEO based on his track record reviving Elliott-owned Waterstones, a large British bookseller, and his experience as owner of the beloved ten-store Daunt Books in London.
His plan to turn around Barnes & Noble hinged on infusing the retailer’s more than 700 stores with some of the aura of his namesake chain, whose locations are treated as hallowed ground by many book lovers for their browsing‑friendly displays and oak‑paneled galleries.
“There are universal factors that make a great bookstore, and it doesn’t matter whether it’s a huge chain store or a small independent,” Daunt told Fortune in a new episode of the “Behind the Business” series.
Core to any great bookstore is a welcoming environment for readers with appealing displays, an interesting—even quirky—array of books, and enthusiastic, knowledgeable workers who are eager to talk titles with customers. Early on, Daunt flagged that Barnes & Noble—like Waterstones before it—suffered from uniformity that bored customers. In his view, stores needed far more independence to decide what inventory to carry and how to display it.
Standing in the way was a well-established business practice in the bookselling industry. For years, publishers would give Barnes & Noble a discount on books if it agreed to sell them—and give them prime real estate—at every store. The practice, called “co-op advertising,” is one of the first things Daunt eliminated.
The approach had provided some certainty in revenue, but managing co-op advertising occupied a lot of booksellers’ time, Daunt says; it made their jobs dull and pulled them away from customers at a time when hands-on service was supposed to distinguish Barnes & Noble from buying books on Amazon.
“It created these really dispiriting, anodyne stores because they were all the same, selling the same old books, the same authors, the same bestsellers,” Daunt recalls. “We just said, ‘No more of that.’ We’re going to choose what we sell.”
“We,” in this case, didn’t mean Barnes & Noble’s New York headquarters like it had in the past. Rather, the retailer gave small regional clusters of outlets wide discretion over what to stock on store shelves.
“We abandoned [co-op advertising] 100% so now each store curates its own assortment, reorders books according to what its customers are actually interested in and does their own thing,” he says. Readers on the Upper East Side of Manhattan and those in, say, Flint, Mich., don’t read the exact same books, the CEO says.
In another key move, Daunt started placing smaller initial orders of books—even if the retailer expected the titles to sell well—but ordered more titles overall with the goal of carrying a wider selection. It created a sense among customers that a Barnes & Noble store is a place of discovery. For employees, it made the stores a more fun place to work.
As a private company, Barnes & Noble does not disclose financial information. But reports of a possible IPO and store growth indicate it’s on firmer financial footing compared to the 2010s when it seemed doomed to meet the same fate as the now-defunct Borders chain. In that era, Barnes & Noble saw massive sales declines, closed more than 100 stores, went through six chief executives, and lost $1 billion on its Nook e-reader, a device it hoped would compete with Amazon’s Kindle. The missteps left stores understaffed and drained the company of the financial firepower needed to invest in upgrading them.
Now, Daunt’s strategies have given Elliott the confidence to open dozens of new Barnes & Noble stores annually for the past three years, including 50 this past year, with more to come. (Its store count is approaching the all-time high of nearly 800 in the mid 2000s, though many of the new locations are much smaller than the big boxes it shuttered last decade.) Barnes & Noble has also remodeled many of its locations, installing modular shelving, improving lighting, and reorganizing how books are presented. Multiple media outlets reported this spring that Elliott was eyeing an initial public offering for the combined company holding Barnes & Noble and Waterstones, that would value the company at $4 billion. Daunt declined to discuss a potential listing.
Barnes & Noble has been through expansion cycles before, notably in the boomtime years of the 1990s and 2000s. What’s different this time is that Barnes & Noble’s store openings coincide with a revival of independent bookstores. For decades, Barnes & Noble was accused of killing mom-and-pop bookstores across the U.S. Not anymore: according to the American Booksellers Association, some 605 new independent bookstores opened in the U.S. in 2025, up 87% from the year before. Book sales, meanwhile, aren’t growing nearly as fast. Revenues for the industry hit $14.6 billion in 2025, up 1.1% from 2024, according to the Association of American Publishers.
Daunt thinks the narrative of the big-box store spelling the end of indies is a trope (to be expected, given his stakes in both kinds of outlets), and he says he’s not surprised that independent stores are flourishing as Barnes & Noble stages a comeback.
“The better our bookstores, the more books are sold, the more the market expands,” he says. “It’s not a zero-sum game.”
Still, the former investment banker who works for a private-equity owned company is capable of taking harsh steps when he sees fit. The Wall Street Journal reported in May that at one point, he made his entire corporate staff reapply for their jobs and let a few dozen employees go.
Another big plank of Daunt’s strategy is to continue improving stores and to open stores in markets Barnes & Noble abandoned during its 2010s-era implosion. As he walks the aisles of the chain’s mammoth Union Square store, which he calls “dated” (it opened in 1995) and a “work in progress,” he points out small details that enhance the browsing experience. Some displays feature a little note from the staff about why a book is a good read, a human touch reminiscent of an indie store. A table at the entrance features dozens of books arranged by theme: current affairs and income inequality, for instance. They were hand-picked by the store staff, not imposed by HQ.
Daunt sees promise in the Union Square store. “It takes time, it takes intelligence,” he says of grouping books to encourage buying more. “These are great books. You’ll walk away with two, three, four, five books, not just one book or no books.”
When James Daunt became CEO of Barnes & Noble in 2019, his primary objective was to revitalize the chain by transforming it into a more inviting and unique environment akin to local independent bookstores. This shift came after the company was taken private by Elliott Advisors for $683 million, following a period of declining sales and a lack of charm in its stores due to a formulaic approach to bookselling. Daunt, a British bookseller with a successful history of reviving Waterstones and owning Daunt Books in London, was chosen for his experience and vision.
Daunt’s approach was centered around enhancing customer experience by creating a warm and engaging atmosphere in the stores. He recognized that successful bookstores share common traits regardless of size, including welcoming environments, appealing displays, and knowledgeable staff. Identifying uniformity as a major issue, Daunt believed that Barnes & Noble’s stores had become monotonous, leading to customer boredom. His vision involved granting individual store managers more autonomy over inventory selection and store layout, allowing them to cater to local tastes.
One of Daunt’s significant changes was the elimination of the “co-op advertising” practice, which previously required Barnes & Noble to give publishers prime shelf space in exchange for discounts. This model had made stores uniform, selling the same bestsellers across locations, and detracted from the hands-on customer service that could differentiate Barnes & Noble from online retailers like Amazon. Daunt’s decision to abandon this practice allowed store managers to curate their own selections based on the interests of their local customers.
To foster a sense of discovery in his stores, Daunt implemented a strategy of smaller initial book orders, encouraging a broader range of titles to be stocked. This approach not only enlivened the shopping experience for customers but also created a more stimulating work environment for employees, who could engage with a diverse array of books.
Although Barnes & Noble does not publicly disclose its financials as a private company, the signs of recovery are evident. Following a decade marked by significant challenges—including the closure of over 100 stores and massive financial losses on its Nook e-reader—Daunt’s strategies have led to renewed confidence from Elliott Advisors. The company has opened dozens of new stores annually, including 50 in the past year, and is approaching its previous peak of nearly 800 locations, albeit many are smaller than the big-box stores of the past. Additionally, many existing stores have been remodeled to enhance the shopping experience.
Barnes & Noble’s resurgence coincides with a revival of independent bookstores across the U.S., challenging the narrative that big-box retailers are detrimental to smaller shops. The American Booksellers Association reported that 605 new independent bookstores opened in 2025, a significant increase from previous years, while overall book sales growth remains modest. Daunt asserts that the success of both large and independent bookstores can coexist, viewing the bookstore market as one that can expand rather than being a zero-sum game.
Despite his progressive strategies, Daunt is not averse to making tough decisions. Reports indicate that he once required the entire corporate staff to reapply for their positions, resulting in job losses for several employees. His commitment to improving store experiences continues, focusing on re-entering markets previously abandoned during Barnes & Noble’s decline. For instance, in New York’s Union Square store, which Daunt considers outdated, he emphasizes small enhancements that encourage browsing and purchasing, such as staff-curated displays that resonate with customers.
Ultimately, Daunt believes that thoughtful organization and curation of books can lead to increased sales, with the goal of encouraging customers to leave with multiple books instead of just one. His vision for Barnes & Noble is to create a space where the love of books can flourish, promoting a culture of reading that benefits both large chains and independent bookstores alike.
