BOOK SUPERSTORE TO EXPAND ACROSS CANADA
By Adnews Staff
Toronto-based Indigo Books, Music & Cafe plans to open two outlets in Toronto and Kingston, Ont. this year, and open another eight stores across Canada by the end of 1998. The first store opened in Burlington, Ont. earlier this month. Indigo bookstores will be 20,000 to 42,000 square feet in size and feature a music section as well as a licensed cafe. Advertising for Indigo is created by The Ongoing Partnership of Toronto, while The Media Company of Toronto handles media buying. The Burlington store is being promoted using print and radio ads. The Kingston store will be promoted using print and radio ads as well, while the Toronto outlet will be supported using a print campaign. The founder and chief executive officer of Indigo is Heather Reisman, who attempted to bring American-based Borders Inc. to Canada last year, but the plan was rejected by Ottawa.