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When is a chain bookstore not a chain bookstore? When it ditches its branding

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One British book chain store has come under fire for setting up shops in small towns without its signature branding, raising accusations that it is instead masquerading as smaller, independent stores.

Owned by national chain Waterstones, three stores in the south east of the U.K. feature much quainter names and shop fronts: Harpenden Books in Hertfordshire, Southwold Books in Suffolk and The Rye Bookshop in East Sussex. It has been debated how clear the shops are about their true ownership.

Justifying the shops to the BBC, Waterstones CEO James Daunt said that, “if you want to really enhance a high street, you need to…

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