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Reflecting on James Daunt’s Leadership at Barnes & Noble
As 2024 comes to a close, it marks the completion of five full years under the direction of James Daunt at Barnes & Noble (B&N). Initially steering the largest physical bookstore chain in the United States following its acquisition by Elliott Management in September 2019, Daunt faced significant challenges as the COVID-19 pandemic struck just months later, compelling B&N and similar retailers to shut their physical locations.
In a recent discussion with Publishers Weekly, Daunt segmented his tenure at B&N into three distinct phases. The first was an adjustment period that he described as somewhat “discombobulating.” This was followed by the pandemic phase, during which the company’s focus shifted to survival strategies, and now, a phase of transformation where Daunt expressed a sense of confidence and acceleration in their initiatives, stating, “We have a lot more to do and have a pretty clear idea about how to do it.”
Among the key focuses of this transformation are enhancing the aesthetic appeal of B&N stores and improving staff quality. Daunt emphasized the importance of assembling strong teams within well-designed environments: “We want to have good teams inside nice-looking stores.”
Understanding the intricacies of the bookselling business can take years, according to Daunt, who noted that an investment in comprehensive staff training has been undertaken. He pointed out the shift in hiring practices since his tenure began; the current team consists largely of individuals who have progressed within B&N, unlike the earlier trend of hiring externally.
Despite advancements, B&N has encountered challenges, one of which recently included the resignation of chief merchandising officer Jackie De Leo, a significant figure among Daunt’s early hires. Additionally, the emergence of union movements at various stores has complicated the landscape, with ongoing negotiations that Daunt acknowledged require time to reach resolutions: “We want to get it done, but these types of things take time.”
With the goal of ensuring each B&N location is inviting and unique, Daunt clarified that he is not pursuing a one-size-fits-all approach, indicating that store designs must cater to their specific communities. For instance, a new location set to open in Naples, Florida, on January 29, will be one of the largest at 35,000 square feet, alongside additional openings in Colorado, California, and Texas on the same day.
Daunt reported an uptick in sales for 2024 that helped offset the increased expenses stemming from staff expansion and new store initiatives. While he characterized the overall year for B&N as “fantastic,” with particular departments—such as gifts, media, and toys—enjoying strong growth, he noted that book sales remained “average” and expressed a mild disappointment over the absence of a standout title akin to Prince Harry’s 2023 bestseller Spare. Nevertheless, he took pride in the performance of James by Percival Everett, recognized as B&N’s 2024 Book of the Year and honored with a National Book Award for Fiction.
Fiction has been a driving force in B&N’s book sales, significantly influenced by the promotional efforts of BookTok influencers. While concerns linger over a potential TikTok ban impacting sales, Daunt remains unperturbed, stating, “It’s not like BookTok invented great books, though it does provide a great platform to find them.” He expressed confidence that even if BookTok were to diminish, another social media outlet would likely emerge to take its place, emphasizing the perennial appeal of literature to younger audiences.
Looking forward, Daunt appears unconcerned about needing a breakout hit for 2025. He anticipates that first-day sales of Onyx Storm by Rebecca Yarros, which released on January 21, could surpass the previous records established by Spare. He noted substantial initial sales, highlighting that over 50,000 copies had been sold as part of the in-store events across 633 locations prior to the book’s official launch. A gathering at B&N’s flagship store in New York City saw tickets sell out rapidly, further punctuated by a prominent kickoff event at Barnes & Noble at the Grove in Los Angeles.
Daunt has also been a strong proponent of the “books-as-objects” movement, which has fostered a rise in the popularity of deluxe and special edition publications. “As with any good bookseller, I am obsessed with the book as a physical object,” he remarked, underscoring his commitment to making B&N locations showcase the beauty of books.
In a strategic move, Barnes & Noble concluded 2024 by selling its Union Square and Co. publishing arm to Hachette Book Group. Daunt explained that the growing scale of the publishing division became more than B&N could effectively manage, reaffirming the company’s dedication to its core identity as a bookseller: “We’re a bookseller, not a publisher.” Though the relationship with Union Square remains amicable for proprietary publishing opportunities, Daunt emphasized that the priority lies in offering the best titles rather than solely focusing on profitability.
The proceeds from the sale to Hachette will be reinvested into expanding B&N’s footprint, with plans to unveil approximately 60 new stores in the near future, building on the 57 locations opened last year, along with four additional stores acquired through B&N’s purchase of the renowned Denver bookstore Tattered Cover. Currently, B&N operates around 650 stores. However, Daunt recognizes that increasing the number of locations is not the sole focus; enhancing existing ones is equally important. “If I visit 10 stores, five I am happy with, three are okay, and two are horrible,” he reflected, signaling that there is still much work to be done.
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