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In the early hours of July 30, 2024, a blaze consumed East Bay Booksellers in Oakland, California. Despite the significant challenges posed by the fire, owner Brad Johnson affirmed his commitment to rebuilding the beloved bookstore. By November 29, East Bay Booksellers had reopened in a newly renovated space, albeit half the size of its original footprint, yet still situated within the familiar retail corridor.
Johnson described the new store as “nearly every square foot shoppable space,” boasting an impressive collection of around 7,200 titles. While he noted a decline in the density of restaurants and cafés along College Avenue, he expressed optimism about the evolving landscape, stating that initial sales figures have been encouraging.
The experience of reconstruction has likened Johnson’s journey to that of launching a new store, albeit with the advantage of prior knowledge and community support. Curating the shelves has enabled Johnson and his four full-time staff members to sharpen their focus on the kind of books they wish to spotlight.
East Bay Booksellers is dedicated to promoting independent publishers and academic presses, positioning itself deliberately away from the pressure to stock every popular title. Johnson explained, “If a book’s a ‘maybe,’ it really has to earn its keep.” This philosophy allows the store to take calculated risks on lesser-known works, particularly those with limited marketing budgets. “With the sacred constraint of 1,000 square feet, it naturally influences our selections,” he added.
Recognizing this remarkable journey, Patricia Nelson, a representative from Princeton University Press and 2024’s rep of the year according to Publishers Weekly, nominated East Bay for the Bookstore of the Year award. Her nomination highlighted the store’s resilient spirit in the face of disaster, noting how Johnson managed to maintain the heart of East Bay Booksellers through fundraising initiatives, pop-up events, author readings, and strong engagement on social media. She emphasized that all staff retained their security, dignity, salary, and benefits throughout this tumultuous period.
Johnson’s guiding principle revolves around fostering curiosity, compassion, and informed critical thinking. He believes that the bookstore has a vital role in the broader publishing ecosystem, as reflected in the manifesto displayed on their website. He remarked, “What sets us apart, I think, is a vocal and physical commitment to underrepresented or threatened voices.”
A version of this article appeared in the 04/21/2025 issue of Publishers Weekly under the headline:
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