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 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.









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