HearthFire Books and Treats in Evergreen, Colo., has consolidated into a single storefront. Previously, HearthFire had leased two adjacent storefronts in the same shopping center, with one devoted to books and the other offering frozen yogurt, coffee and other food and beverage items.
In July, Hearthfire's owner and staff members began gradually moving all of store's inventory into the frozen yogurt side, which is a 2,000-square-foot corner space with a patio and outdoor area. They stayed open for the entire move and were finished by early September.
Assistant manager and marketing director Lauren Delia reported that they have not had to cut down on their book inventory, although during the move the store avoided placing its typical order volume. With the reconfiguration, Delia and her colleagues are looking to emphasize their bestsellers and book club selections and expand their children's section. So far, she said, feedback has been good. "For the most part people are excited," Delia said. "The word I've been hearing is 'cozy.' "
She added that with the two halves of the store in separate storefronts, the frozen yogurt side and the book side had "never really gelled." But now, things feel a lot more cohesive, and she's noticed that customers who may have only stopped by for frozen yogurt in the past are now staying longer and browsing the book section.
HearthFire Books first opened in Evergreen around 20 years ago as Lovin's Bookstore. Current owner Kappy Kling purchased the store in 2010, and about six years ago she bought the frozen yogurt shop next door.