Barnes & Noble Returns To Georgetown Flagship Store

In a symbolic move highlighting the revival of physical bookstores, Barnes & Noble has returned to its iconic Georgetown location in Washington, DC, after more than a decade.

This reopening is part of an ambitious expansion by Barnes & Noble, which plans to open over 60 new locations this year. I Photo: Georgetown Business Improvement District 

The multi-story flagship store reopened this month in a building the retailer vacated in 2013, Erika Tulfo reported for CNN. This reopening is part of an ambitious expansion by Barnes & Noble, which plans to open over 60 new locations this year.

The Georgetown branch, originally occupied by the company from 1995 to 2011, represents a "dramatic example of the ongoing revival of brick-and-mortar bookstores," according to CEO James Daunt.

When Daunt took over in 2018, Barnes & Noble was struggling, with sales plunging and hundreds of stores closing as consumers turned to online retailers like Amazon.

Under his leadership, the company revamped its business model, focusing on customer preferences, local community engagement, and social media-driven trends. Daunt credits much of the chain's resurgence to the TikTok subcommunity BookTok.

Emerging in 2020, BookTok influencers have popularized new book finds and recommendations, with the hashtag #BookTok now appearing in over 40 million posts. Its impact has helped drive Barnes & Noble's revitalization and strengthened its connection to readers across platforms.