New Owners for Vroman's and Book Soup
Vroman's Bookstore, Pasadena, Calif., and Book Soup, West Hollywood, Calif., have new owners: Robert Hoffman and his family have bought the two bookstores from longtime owner Joel Sheldon.
"After talking with Robert, I knew we had found the right owners," said Joel Sheldon. "The Hoffmans understand what makes these stores special, and they're committed to preserving that legacy while moving both stores forward for the Pasadena and West Hollywood communities."
"Vroman's and Book Soup are more than places to buy books. They are wonderful gathering places for people like me and my family who are passionate about books and about the craft of writing itself," said Robert Hoffman. "My family's story is woven into these stores across five generations, and my family and I are committed to making sure they're here for many more."
Joel Sheldon put Vroman's up for sale in January 2024, noting that he had owned and was steward of the store for 50 years, "preceded by generations of leadership of my father, my grandfather, and uncles." Vroman's was founded in 1894, and Sheldon's great-grandmother was part of a group of employees who bought the store in 1916. Vroman's bought Book Soup in 2009 after the death of owner Glenn Goldman, who had founded the store in 1975. Last October, Sheldon sold the Vroman's building for $15.5 million to GD Realty Group.
Robert Hoffman was born in Pasadena and raised in the San Gabriel Valley. Following his graduation from UCLA, Hoffman has spent his career as a public policy and public affairs professional in the public and private sectors in Washington, D.C. He has worked at Accenture, Broadcom, Motorola Solutions, Oracle, among other companies; worked for several senators and a governor; and most recently has been senior v-p, head of global government relations & regulatory affairs at Advanced Micro Devices.
He is the fourth of five generations of his family to be part of the two stores' communities, starting with his great-grandmother, Georgia Bullock, a 46-year resident of Pasadena and the first woman to serve as a municipal and superior court judge in the state of California. Judge Bullock introduced Vroman's to her granddaughter, Susan Vail, who eventually brought her five-year-old son, Robert Hoffman, to the store. The pair later discovered Book Soup, and Hoffman has since extended this 55-year connection to both stores to the next generation of his family, introducing his nephews to Vroman's and Book Soup.
The bookstores have adapted through decades of challenges, including the rise of big-box retailers, the growing popularity of online shopping, and rising operating costs. Then came Covid.
"When the pandemic hit, it hit us hard. Along with government funding, we survived because community members like Robert and his family chose to shop with us first online, and eventually back in our stores," said CEO Julia Cowlishaw. "Their response was beyond anything we could have hoped for.
"We are grateful for the special relationship we have with our customers and communities, and we're inspired by their loyalty. Under the Hoffman family's leadership, we look forward to the future of these two very special places."












The bookstore features a large variety of genres for both children and adult along with merchandise including puzzles, journals, games, candles, greeting cards, and more. Plans call for offering book signings, children's story times, and other book themed activities, the 

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