Book Frog Leaps to New Location
The Book Frog bookstore, which has been in the Promenade on the Peninsula mall in Rolling Hills Estates, Calif., since opening a little over three years ago, is moving "just a few miles" to a new location in the Torrance Towne Center in Torrance, Calif.
The Book Frog's Rebecca Glenn, who owns the store with her husband, Pete Ledesma--both former Borders booksellers--said that sales have declined in the past year or two as a range of tenants have left the Promenade on the Peninsula mall, including Restoration Hardware, Coldwater Creek, Winston & Co., Claire's, Urban Underground and MacKenzie, and maintenance and security have declined. The pair negotiated with mall management over the lease, but were not able to come to a deal.
The store's new space is 2,930 square feet, slightly larger than its original space, and is, Glenn said, "in a bustling center," which is anchored by Kohl's and across the parking lot from Mimi's, a restaurant, and draws from "a much, much larger and more diverse demographic."
The store should be in the new space as of tomorrow, and will have a soft reopening "in a bare bones way" next week. The Book Frog will have a grand re-opening "after we've saved up for the paint and carpet, probably in late January or early February," Glenn added.
In a missive to customers, the Book Frog suggested customers support the store during the transition by shopping on its website.