Manitowoc store offers coffee, gifts, place to relax

By: Noelle Rulseh, Herald Times Reporter

Name of business: LaDeDa Books & Beans
Ownership: Bev Denor
When business started: 1996
Location: 1624 New York Ave., Manitowoc
Phone number: (920) 682-7040
Web site: www.ladedabooks.com
Hours and days of operation: 10 a.m. to 5:30 p.m., Monday-Friday; 10 a.m. to 3 p.m., Saturday; and Sunday, "by chance."

Services provided/products sold: LaDeDa Books & Beans is a warm and inviting bookstore with colorful displays of books and gifts, fun music playing in the background, fresh flowers and a warm, friendly staff.

There also is a cozy area for reading and relaxing while enjoying coffee drinks. Denor wants her customers to feel at home in a comfortable atmosphere to "browse, discover and discuss."

The store focuses on literary fiction, but has an eclectic selection of both fiction and non-fiction books for all ages. There are many book-related gift items such as educational games, activity kits, plush toys, greeting cards and journals.

Gifts for readers and writers are found throughout the store along with candles, CDs, bookmarks, small artsy notebooks, fun magnets and other "whimsy." LaDeDa also has a section of used books.

Customers can order coffee drinks such as cappuccinos and lattes along with chai, smoothies, steamers, cocoa, soda and monthly drink specials. The store offers frequent buyer's rewards, gift wrapping, gift certificates, special orders, and the use of the store's space for small group meetings.

LaDeDa Books & Beans shares the love of reading by partnering with area schools and nonprofit organizations to promote reading and literacy.

How has business changed since opening? LaDeDa Books & Beans is in its second location. Denor said the inventory has expanded to include more gift type items she tailors her selections to satisfy her customer's tastes and wants.

Who are the customers and from where? Denor said her customers are from Manitowoc County, Door County, Appleton and the Chicago area. She said the store is a favorite spot for tourists and people visiting their families in the area.

Who or what is the competition? Denor said people have so many obligations, commitments, or some spend so much time in front of the TV that reading has become a "treat or a luxury."

She believes these activities have become the competition to reading books. Today, Denor said there is a growth in book discussion groups giving people social connections through reading.

How is marketing done? LaDeDa Books & Beans has a detailed Web site, places information in theatre and music programs and word of mouth brings in many new customers, Denor said.

What are the keys to future success? Denor said the keys to future success include continuing to fine tune the inventory selection based on information from customers, having respect for customers, bringing authors into the store for readings and signings and staging events to bring in new customers.

Factors under control or not under control of ownership? Denor said factors under her control include inventory selection and maintaining the homey atmosphere.

Factors not under her control include the general state of the economy and book industry pricing. Books are pre-priced and can be very costly.

What is the role of creativity or imagination in running the business or selling your products or services? Denor said she strives to have her store have an inviting atmosphere with brightly colored walls and charming displays which incorporate both books and gift items. Denor said her employees bring their own specific skills for arranging the artful displays.

What is challenging or frustrating? Denor said the only challenge or frustration in running her store is keeping up with technology since everything is computerized. It can be a challenge to "strictly think like a business person."

What is enjoyable? Denor said, "There's so much! But, for me, the biggest reward is being able to say a lot of my customers have become friends. Being in this neighborhood location, I'm just one of the neighbors and I even get invited to birthday parties and other celebrations."

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