Let's Save Vroman's Bookstore

 

Vroman’s Bookstore in Pasadena, a cultural landmark in Los Angeles, is in trouble and needs help.  Founded 126 years ago, the bookstore remains the largest and oldest bookstore in southern California.  Sales during the pandemic have dropped forty percent, threatening the future of the enterprise.  Here is the message sent out today to customers:

Vroman’s has always had a truly special relationship with our customers. Today, we are asking for your help.

As you can imagine, the past few months have been the most difficult in our company’s 126-year history. Virtually every retailer—large and small—has struggled as never before. Our foot traffic and sales are improving, but still down almost 40%, which will not keep us in business. If Vroman’s is to survive, sales must increase significantly from now through the holidays.

We’re doing everything possible to provide the beautiful array of holiday merchandise you love and our holiday shop will soon be in place. We’re also working hard to expand our website and make more of our gift merchandise available for online purchasing and curbside pickup.

You, our valued customers, will make the difference as to whether we can continue in business.

In short, we’re asking our community to return to shopping at Vroman’s – whether online with delivery or curbside pick-up, or in-person safely in our stores.

• Shop online with curbside pickup or call us to place an order
• Return to shop in our stores with our new health and safety measures in place, understanding that capacity must be limited to ensure social distancing
• Shop in-store on weekday mornings, rather than busy weekends or afternoons 
• Shop early before the December holiday crowds – the stores will be far less crowded in October and November

We also need your help to get the word out. Please reach out to your friends and contacts to share the following messages:

• Vroman’s needs your support to stay in business
• Please shop now for books, gifts, and gift cards with Vroman’s and encourage your friends and associates to do the same
• Download these shareables and help spread the word! Use the hashtag #ShopVromans and post on your Facebook, Instagram and Twitter accounts. Don't forget to tag us! (Twitter: @vromans / Instagram: @vromansbookstore / Facebook: @vromansbookstore)

We first opened our doors in Pasadena in 1894, and we’re proud to play an important role in our community—as a place of gathering, culture, jobs, and, through our Vroman’s Gives Back program over the years have donated more than $750,000 to local charities. Our customers and community are at the heart of all we do.

There is no way we can adequately express to you our great appreciation for your loyalty and business. We are indebted to the many generations of customers who have made our 126-year legacy possible and we want to be here for you, for generations to come.

As we do all we can to ensure safety and convenience, we can’t wait to welcome you back. We truly appreciate your support during this critical time and always.

 

For a history of this great Los Angeles institution, here is an excerpt from their website:

Vroman’s Bookstore was founded in 1894 by Adam Clark Vroman. Born in 1856 in La Salle, Illinois, Mr. Vroman moved to Pasadena, California in the late 1800s hoping the weather would improve his wife Esther’s health. Sadly, Esther died two years later, and the brokenhearted Mr. Vroman sold his beloved book collection to raise the capital to open a bookstore.

Mr. Vroman loved books and loved giving back to his community. He helped to rescue some of the old Franciscan missions from decay, helped establish the Southwest Museum (now part of the Autry Museum), and he was a great supporter of the Pasadena Public Library. There’s even a story of him loaning money to a competitor, and helping him establish credit with vendors, so that the man could start his own bookstore.

Mr. Vroman was also a passionate photographer, specializing in scenes of the American West and his portraits of Native Americans, notable for the respect he showed the people. Ansel Adams called Mr. Vroman one of his influences, and Mr. Vroman’s work hangs in both the Huntington and the Southwest Museum.

When Mr. Vroman died in 1916, he left the bookstore to longtime employees, one of whom was the great grandfather of the current owner.

Vroman’s Bookstore holds an important place in Southern California’s history. For many years, Vroman’s was the largest bookstore west of the Mississippi, and it continues to be the oldest and largest independent bookstore in Southern California. During World War II, Vroman’s donated and delivered books to Japanese Americans interned at nearby camps, returning on several occasions despite being fired upon by camp guards.

Through the years, it has continued to be an independently owned family business, now consisting of two Vroman’s locations, two Vroman’s boutiques located at LAX airport, and an ecommerce site. In 2009, Vroman’s bought another beloved independent bookstore, Book Soup in West Hollywood, after its owner died and the store was in danger of closing.

Mr. Vroman's legacy of philanthropy continues into the present day. Throughout the years, the store has supported a variety of causes and institutions through food drives, holiday gift drives free hiv testing, bone marrow donor match drives, pet adoption days, mentoring and support for local girl scout troops, donations for charity raffles, school book fairs, and the Vroman's Gives Back program. Vroman's Gives Back is a charitable program that donates a portion of customers’ purchases to local nonprofits, including public radio stations, arts centers, family services, and programs supporting literacy, the homeless, and animal welfare. To date, Vroman's has donated over $765,513.59 on behalf of our customers.

 

Vroman’s is also famous for its world class author signings and events. The store hosts over 400 free community events a year including children’s storytimes, trivia nights, craft classes, bake-offs, and special launch parties, and has hosted such authors as President Bill Clinton, President Jimmy Carter, Irving Stone, Upton Sinclair, Ray Bradbury, David Sedaris, Salman Rushdie, Walter Mosely, Joan Didion, Barbara Walters, Anne Rice, Neil Gaiman, and Justice Sonia Sotomayor.

In 2008, Vroman's was honored with the Publishers Weekly Bookseller of the Year award. The annual award is chosen by a panel of industry professionals, and honors the very best bookstores in the country. Criteria for the award include clarity in mission and vision, expertise in buying for its target markets, innovation, successful events, and business efficiency. Vroman's has also been recognized throughout the years for our excellent customer service, our extraordinary staff, our extensive book inventory, and our wide range of gifts, ranging from stationery, cards, and fine writing instruments to jewelry, handmade gifts, fair trade merchandise, candles, purses, scarves, and much more!

Vroman’s is a Pasadena institution, a literary landmark, a community center, and a wonderful tradition. We hope you visit us soon!