Vroman's Bookstore, an iconic establishment in Pasadena that has served as a hub for the Southern California community for over a century, is now up for sale. Joel Sheldon, the chairman and majority shareholder of Vroman's flagship store on Colorado Boulevard, as well as a smaller Vroman's location in Hastings Ranch and Book Soup in Los Angeles, has made the decision to sell all three locations.
As Sheldon approaches his 80th birthday, he acknowledges that his energy level isn't what it used to be and believes that it's time for a change. He wants the stores to move forward under new and vibrant ownership, while still honoring the legacy and significance they hold within the community.
A Local Focus
One thing Sheldon is clear about is that he doesn't want national retail chains to take over. Instead, he hopes to find a buyer who truly appreciates the value of Vroman's and wishes to continue it as a cherished community resource. He envisions a local entrepreneur or investment group taking the reins, preferably a family or a group of younger individuals who are passionate about preserving the store's legacy.
Sheldon, who has been at the helm of Vroman's for 45 years, is committed to ensuring that all employees are retained under the new ownership. This includes the 123 employees at the Colorado Boulevard location, 13 in Hastings Ranch, and 18 at Book Soup. He reassures customers that it will be business as usual during the transition, with a focus on maintaining the store's commitment to exceptional service and quality.
Personal reviews are seen with books at Book Soup in West Hollywood on Wednesday, Jan. 17, 2024. Joel Sheldon is selling Book Soup and Vroman’s Bookstores in Pasadena. (Photo by Sarah Reingewirtz, Los Angeles Daily News/SCNG)
A Time for Deliberation
Sheldon anticipates that finding the right buyer will take at least a year. He is determined to take his time and ensure that the store falls into the hands of individuals who are committed to preserving its rich history and continuing its tradition of being a beloved gathering place for book lovers.
Employees at the two Vroman's locations were informed of the company's intent to sell early on Wednesday, with Book Soup employees receiving the news later in the day. The announcement has created a sense of anticipation and reflection among both staff members and loyal customers.
Book Soup in West Hollywood, seen on Wednesday, Jan. 17, 2024, is going up for sale. Joel Sheldon is selling Book Soup and Vroman’s Bookstores in Pasadena. (Photo by Sarah Reingewirtz, Los Angeles Daily News/SCNG)
A Legacy of Community and Literature
For decades, Vroman's Colorado Boulevard store has been a beloved destination for book enthusiasts. Its extensive collection and unwavering commitment to customer satisfaction have garnered a loyal following. The store has hosted numerous renowned authors, such as Ray Bradbury, Salman Rushdie, former President Bill Clinton, and Supreme Court Justice Sonia Sotomayor.
Beyond its role as a bookstore, Vroman's Colorado Boulevard location has become a vibrant community center, hosting over 400 free events annually. These include children's story times, trivia nights, craft classes, bake-offs, and special launch parties. The store also actively supports various causes and institutions, including food drives, bone marrow donor match drives, and programs that promote literacy and animal welfare.
By giving a portion of customer purchases back to local nonprofits through their "Vroman's Gives Back" program, the store has contributed over $830,460 to date. This commitment to the community has earned Vroman's recognition as the Publishers Weekly Bookseller of the Year in 2008.
A Story of Resilience and Evolution
Vroman's Bookstore has a rich history that dates back to its founding in 1894 by Adam Clark Vroman. Over the years, the bookstore has weathered numerous challenges, including competition from online retailers and the rise of digital books. However, it has remained a steadfast presence in the community, adapting to changing times while preserving its essence.
Vroman's has consistently been committed to philanthropy, starting with Adam Vroman himself, who played a role in rescuing California's old Franciscan missions from decay. The store also helped establish the Southwest Museum and has provided support to the Pasadena Library. Even during World War II, Vroman's donated books to Japanese Americans interned in nearby camps.
Now, as Vroman's Bookstores and Book Soup enter this new chapter, the focus is on finding committed individuals who will carry forward the tradition of a bookstore that holds a special place in the hearts of the community. The future owners will have the opportunity to build upon the legacy of excellence established by Joel Sheldon and his predecessors, ensuring that Vroman's and Book Soup remain cherished institutions for generations to come.
Image Source: Los Angeles Daily News/SCNG - Personal reviews are seen with books at Book Soup in West Hollywood on Wednesday, Jan. 17, 2024. Joel Sheldon is selling Book Soup and Vroman’s Bookstores in Pasadena. - Photo by Sarah Reingewirtz
