Almo’s Books taps into Wairarapa lifestyle

Almo’s Books in Carterton is not quite one year old, opening last December. It is set up with “a homely New York loft” ambiance – industrial look shelves, modern couch, informality – and a stock selection that is strong in non-fiction and books for children.

The business began when Steve Laurence wanted to give up work in the corporate finance world in Australia, return to New Zealand and rediscover a laid-back country way of life.

The Laurences have bought a life style block some 15 kms from Carterton, but Steve’s business partner is his sister Susan Laurence who owns a house in Carterton itself but lives and works in Wellington during the week.

Steve and Sue’s father had run a books, cards and gift shop in Taranaki while they were growing up, so that was the first choice for a similar business. “We like books,” says Steve, “And there were no specialised bookshops in the southern Wairarapa.”

Locations were scouted in the area, but with no shop vacancies in Greytown, 90 sqm of High Street North space was available in Carterton, and Carterton is a much bigger town with a bigger weekday population.

Another asset was the big full width window of the store. The Southern Wairarapa has a big influx of Wellington second home owners who visit most weekends and is a significant tourist destination – Almo’s Books’ busiest trading day is Saturday.

Almo, the book shop’s cartoon owl mascot, was created and cunningly named to come high on most alphabetical lists – on the website he holds a book whose cover reads Ask Almo.

The book shop was set up with Circle software, and with a website a necessary part of the system, Steve’s been surprised to find that with relatively little effort the store has grown online sales.

When it comes to Indies, no two shops in this country are alike and it is safe to say Almo’s is a bit different from most. Naming recent bestsellers in-store reveals eclectic choices: White Out: the historic snow falls of 2011; Sarah Quigley’s novel The Conductor, The French Cat, a coffee table book from Hardie Grant by Kiwi photographer Rachael McKenna, Bill Bryson’s At Home (in paper jacket format) and To Catch a Butterfly local minister Barrie Allom’s account of a troubled relationship with his daughter.

“I like people to come in and just enjoy what we have here,” Steve says. “It’s kind of what Carterton is all about – no pressure.”

While books are Almo’s Books’ mainstay, Steve also imports CD’s – Christmas music is just arriving from the UK and he’s found a selection he can sell at a really good price and still make a full margin.

And he sticks to his own taste “It is stuff I like and if you are over 45 you’ll probably appreciate the music selection!” Card ranges are also chosen to offer something different in the market, and gifts and stationery “that are a bit literary or clever” says Steve.

Sue Laurence is a vital part of the enterprise. A hard working health administrator during the week in Wellington, she swaps that role for running the bookshop on Saturdays from 9am – 4pm and only slightly shorter hours on Sundays of 10am – 3pm.

Steve reckons Sue finds the change is as good as a rest on the weekends, and thoroughly enjoys the contact with books and the chance to chat to customers.

One of Almo’s Books customers told The Read that they appreciate Almo’s for being a small provincial version of Unity Books.

“Heaps of variety, lots of literary fiction, and a surprising wide range of non-fiction that leads to discoveries. The store has got a nice spirit and there are lots of good supporting items like distinctive cards and notebooks.”

You can take the guy out of the corporation but some of the corporate planning lingers in Steve’s approach to business. He’s analysed four markets for Almo’s – local, the wider southern Wairarapa, Wellington weekenders, passing through tourist and other trade. Next year he hopes to begin exploring the schools market in his area.

This despite the fact that his whole choice of opening a bookshop was anti corporate: “It was a shift to the Wairarapa and a better lifestyle. The bookshop has to generate income but with no staff and modest overheads turnover does not need to be enormous.” Steve says the business is going according to expectations, which he describes as not particularly high.

“The best thing though is I’m planning not to have to retire.”