An expansive and independently owned bookstore, The Open Book, has opened its Pasadena branch in The Paseo this month, offering a comprehensive selection of new and vintage books. The store celebrated its grand opening on October 1, yet early observations from staff point to challenges with foot traffic within the shopping center.
The Open Book’s Pasadena location faces a unique challenge in an already uncertain period for book retailers. Tucked inside the quiet Paseo Mall and situated across the street from the legendary California bookseller Vroman’s, the store remains optimistic. Branch Manager Serena hopes to see the mall revitalized, recalling its vibrant past.
“I just remember everyone used to come here after school. I don’t know when it changed, but it would be cool to see it come back,” Serena explained to Local News Pasadena.
The Open Book is the retail branch of Greg Schwabe’s Schwabe Books, a California business that has been around for over 30 years. Greg Schwabe founded this enterprise in 1993 to solve a critical problem: the overcharging of educational institutions for books. By focusing on affordability, Schwabe Books successfully filled an economic gap for schools and libraries, becoming a vendor to 40 California school districts. The Open Book leverages Schwabe’s long-established ability to source books affordably for the benefit of the general public—and, now, the Pasadena community.
Photo: The Open Book
The company’s affordability mission now fills a retail space in Pasadena, positioning The Open Book closer in spirit to Book Alley (just down the street on Colorado Boulevard) than to its neighbor, Vroman’s. This commitment to literary access also extends to combating book censorship. The Manager noted the ongoing issue of banned books in the United States and explained that the company actively seeks to bring awareness to these titles. By featuring dedicated banned book sections in all its stores, The Open Book reinforces its devotion to affordable access to all books, ensuring readers know these titles are still available even if they are banned in schools.
A cashier at the new location noted on Wednesday afternoon that business has been slow due to a general lack of pedestrian activity at The Paseo. Despite the light traffic in surrounding businesses, including a neighboring nail salon and convenience store, The Open Book is moving forward with an ambitious retail strategy.
The Open Book aims to provide a traditional, “authentic bookstore experience” to local readers. The new owners are actively working to enhance the store’s ambiance and community appeal. On Wednesday, the store featured festive Halloween decorations and was undergoing minor renovations in the back, aiming to incorporate more antique decorations.
The large store features a meticulously organized collection spanning all genres, from literary classics like Shakespeare to biographies such as those on Al Pacino. The store operates under a value-focused model, selling new, “like new,” and gently used books for half the original retail price or less. They also have an extensive media section, with DVDs, vinyl, and audiobooks.
Perhaps The Open Book is exactly the type of retailer The Paseo needs – a casual location where people are free to visit and browse with their friends and family. The primary failure of The Paseo as a successful mall for Pasadena residents lies in its highly specific and largely inessential collection of stores, which creates a retail environment lacking utilitarian value for the average person. Unlike traditional community-centric malls, The Paseo is anchored by high-end, niche, or easily replicated chain retailers.
Major tenants like West Elm and Equinox primarily cater to an affluent demographic with disposable income for specialized home furnishings and luxury fitness, respectively. While popular chains such as H&M and Sephora attract a wider audience, they fail to provide a unique destination draw, as these stores are ubiquitously available in nearby retail hubs like Old Town Pasadena and the Glendale Galleria.
Essentially, The Paseo operates as a collection of destination stores rather than a cohesive, necessary shopping center. This failure to incorporate stores for daily, practical needs—such as grocery anchors, mid-range general merchandise, or unique local boutiques that reflect Pasadena’s specific culture—means that residents have no strong incentive to incorporate The Paseo into their regular routines, relegating it instead to a sporadic, optional visit.
The recent arrival of The Open Book at The Paseo is a telling symptom of the mall’s decline, yet it also represents a potential catalyst for recovery. The Branch Manager explained to Local News Pasadena how the bookstore’s ability to secure a location was enabled by the more affordable rents available in the financially struggling center. For years, the mall’s isolation was palpable; its singular focus on high-end retail had resulted in escalating vacancies, leaving the space largely quiet and irrelevant to the general public. It had devolved into little more than the collection of buildings surrounding the Regal cinema, an empty transit point for movie patrons. Throughout this decline, only the Yard House restaurant consistently retained its crowd. Now, The Open Book injects a new element of community-focused, everyday retail shopping directly into that established, active section near the theater, potentially beginning the necessary shift toward local utility that the mall has long resisted.
Despite the challenges presented by its location and the proximity to other established booksellers, early reviews have been positive.
“We stopped in here on opening day—great, extensive collection of new and used books. Friendly, knowledgeable staff who obviously love books,” noted one patron on social media following the launch. While the new store has received one online complaint about a delayed opening, The Open Book is still waiting to establish its reputation with so few early reviews. However, the store’s extensive and diverse collection gives it a strong chance to draw Pasadena readers.
The other paseo businesses share The Open Book’s optimism, as the staff of the Regal told Local News Pasadena that they have seen a renewed interest in theaters, benefiting neighboring businesses. The theater employee explained that people often visit the bookstore before or after seeing a movie, “especially when they are on a date,” she said with a smile.
DEETS
The Open Book, 300 E Colorado Blvd, Suite #161, Pasadena 91101
Monday through Saturday 11:00 a.m. to 8:00 p.m., Sunday from 11:00 a.m. to 6:00 p.m.
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