Alice's Haunted Little Bookshop, Mystic, Conn., will open a second store this spring in Broadway at the Beach at 1325 Celebrity Circle, Myrtle Beach, S.C. Sun News reported that the bookshop is "inspired by the 18th century Victorian era and focuses on dark and horror books, as well as books that have been forgotten." Construction is underway and a May opening is expected.
Ellie Greenberg, CEO and founder of Wonderlosity, which specializes in immersive retailing, said Alice's Haunted Little Bookshop "focuses on dark, horror, and forgotten books, such as Edgar Allan Poe and Stephen King.... Visitors can expect to see Edgar Allan Poe, who welcomes visitors into the shop."
While the theme's focus is scary, Greenberg noted that the shop is family-friendly and features a kids' section. Sun News wrote that "visitors also can expect interactive portraits hanging on the shop's walls. Greenberg hopes to add to the experience by having the portraits talk to customers, even offering opinions about what books to buy."
"Opening at Broadway at the Beach was a "non-brainer for us," she said, adding that Wonderlosity is also planning on opening The Cloak and Wand, a wizarding and potions bar, at the outdoor shopping and entertainment center sometime toward the end of May or early June; as well as one other brand, unspecified brand at Broadway at the Beach in 2027.
"So far it's been an amazing experience," Greenberg said, adding that other Alice's Haunted Little Bookshop locations are expected to launch elsewhere this year.