White Horse Bookshop – ten years since the relaunch

Ten years? Really? It seems like just the other day. That was the initial reaction to being informed by manager, Angus MacLennan that Marlborough’s White Horse Bookshop is now – in its current form – arriving at its tenth birthday. Or the tenth anniversary of its current incarnation.

In one sense, that’s no time at all. The White Horse Bookshop is unique to Marlborough. It is an indelible part of the High Street, something / somewhere that ‘marks’ and identifies Marlborough. It’s been here at 136 High Street for longer than almost anyone in the town can remember, maybe even longer than that. In its present site since 1949, and for six years before that in The Parade.

But ten years ago that nearly changed. The White Horse was up for sale, bookshops everywhere were closing – book sales were moving online (thanks Amazon et al) and it almost seemed that time was up for an icon of Marlborough’s High Street.

But then up stepped Robert Hiscox and Brian Kingham. They realised the importance of The White Horse to the town so set about the task of re-establishing the bookshop as something that was welcomed, used and always ‘a magnet’ to anyone visiting the High Street. Ten years on – that’s what we have, all of us. Opened by Dame Jaqueline Wilson in April 2014.

It’s more than just a bookshop. It does and offers more than just selling books. There is a thriving and well-stocked Arts supply section below the level of the books, down in the basement. There are regular series’ of art classes for all interests and all levels of skill. And then, at the rear of the shop, there is now the gallery. A room, simply designed but perfect for hanging and displaying works by a wide range of artists from Marlborough and surrounding areas, a rich pool of local talents and styles, but all able to benefit from the intimate hanging space that the gallery behind the White Horse Bookshop offers.

Angus emphasises the importance of the personal relationship between customer and the bookshop team. “Customers come in because they want to be here” he explained. “You might come in for a chat, we welcome that but then you may come in another time to buy something” …. “The financial success of the business shows the true success of the business, which is that it is valued, used and enjoyed by the people it is here to serve”

Many bookshops are nearer ‘leisure outlets’ than bookshops. With coffee / cafe areas, places to meet and socialise and more. But Marlborough already has many such areas already. And in the White Horse, there isn’t the space so the whole premises is devoted to doing what it is there for – being the White Horse Bookshop. People come in, up the steps and into the shop because they want to be there. It’s a welcoming environment.

One problem with the White Horse is that it’s always – as noted above – ‘a magnet’. Somewhere difficult to walk past. Or pop in to see the latest display in the gallery, to go downstairs for art supplies, or even just be tempted by what’s in the window display. But almost always, go in, and emerge back on to the High Street a bit later, anything but empty-handed. That’s what makes it what it is, tempting, interesting and fulfilling. Also a sign of excellent retail skills, as that’s what any successful shop will do – entice the customer in, let them discover what they wanted (but didn’t realise that when they came in) and then let them go, clutching whatever they purchased and feeling all the better for it. And that is Angus, him and his team creates that in Marlborough’s White Horse Bookshop.

The future – the next ten years (or so?)…. “To look at and consider what we offer” states Angus. “It’s all about our customers, which is why we are here. We will provide what they want. But not necessarily what they ask us to get or what they think that they want!”….. “Be it books, art courses, or even – in time – tea towels or posters of the unique illustrated map of the town.” (below), or even fridge magnets of the key features of Marlborough depicted on the map. Things that are a ‘bit of fun’. That’s The White Horse.