Eye on the Competition

In the cutthroat, dog-eat-dog world of competitive book selling, Type Books has carved out a niche for itself by offering a well-curated selection and a clever array of tchotchkes—from handcrafted, locally made children’s blocks to custom cloth totes designed by Virginia Johnson. Customers have taken notice (last May, Type’s tiny empire expanded, with a third shop opening on the Danforth), and naturally, the competition has, too. One summer Sunday afternoon, Type’s Danforth digs received an auspicious visitor: Indigo CEO Heather Reisman. The woman who has been known to eat indie bookstores for breakfast was accompanied by her chief merchant, Joel Silver, who bought several hundred dollars’ worth of children’s books and gift items, including kiddie placemats. “My friend said I just had to come here. It’s a lovely store. Please congratulate the owners,” Reisman told a staffer as she made her way out the door. Although, given the impromptu drop-by, the compliment kind of goes without saying.—Jennifer McDonald