22 Jun 2011

Borders bookstores rebranded

3:22 pm on 22 June 2011

Five Borders bookstores in New Zealand will be rebranded under the Whitcoulls banner following the completion of their sale to the privately owned James Pascoe Group.

The retailing conglomerate has re-signed staff, settled store leases and lifted the number of shops purchased from the initial 62 to 64.

James Pascoe's general manager of finance, Kevin Turner, says Borders has failed globally and New Zealand is too small to run two bookstore brands.

"We think it is better to concentrate on the stronger brand, which is Whitcoulls, and it just makes sense to concentrate on that, to do it well, rather than to concentrate on two brands and only giving them half the effort."