Waterstone’s children’s department have seen sales double following the first week of launch, with the most popular sections being teen and gift books. Waterstone’s decided to trial children’s departments in Cambridge, Bath, Leeds and Newcastle in an attempt to increase children’s book sales from sixteen to twenty percent. The stores have allocated more space to the children’s department, moved the teenage sections outside of the children’s area, added a dedicated learning zone for children wanting to look at reference books, as well adding new furniture and other products to make the shopping experience more friendly. The new children’s department has been welcomed by book suppliers such as penguin. If the trials prove to be successful over the coming weeks then there will be plans to launch more children’s departments in more Waterstone stores.

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