This profile of McNally Robinson Books (paywall-free edition) reminds me of the Barnes and Noble stories from last year. It’s funny how bookstores can thrive when you let the people that work in the store make decisions, and don’t chase trends and cookie-cutter design and stock. Even their Instagram has an authentic feel.

This could have easily have come from the B&N stores:

The stores break the cardinal rules of corporate branding and retail: None are the same. Each has decided what works best for it through the help of its customers’ habits.

There’s a lot of opportunity in Toronto for unique bookstores: it’s a shockingly unfilled part of the retail landscape. I have a few favourites in the city, and Toronto’s used bookstores are awesome but I also find I have a lot of success at places that aren’t pitched as bookstores. Sadly, Indigo is almost always a miss for me, and doesn’t have much competition in the downtown core. I often spend an hour in one of their flagship shops and leave empty-handed.

I guess I need to plan my visit:

…McNally is listening to its reader-centred community. The faces of Canadian authors in giant photos on the walls demonstrate a sense of local pride. The McNally rewards card is laminated in front of you, just like a small-town library card.

“And nothing is more locally geared or specific than our events,” says John Toews, a soft-spoken force who co-ordinates the kind of functions for the company that have made McNally Robinson a must-stop on national and international book tours.

He says events became a lifeline after the bankruptcy, not necessarily financially, but for the company’s long-term viability and spirit. “We realized that if we wanted to remain around, the community needed to embrace us as a part of its fabric.”

Funny that — maybe bookstores can lead the charge back from generic retail. There’s nothing like a well-curated shop staffed by people who know and care for what they’re selling.