Borders Mimics Partner’s Pilates Gear to Spur Sales
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Borders Group Inc. President Michael Edwards says he has hit on a solution for reviving his money-losing bookstore chain: Be less like a bookstore chain.
Edwards, 50, has taken a page from Toronto’s Indigo Books & Music Inc., which prospered as Borders and larger rival Barnes & Noble Inc. lost sales. Indigo, founded by Chief Executive Officer Heather Reisman, brands itself a “cultural department store,” using books as bait to attract shoppers to other items.