Yahoo Finance Don't judge a bookshop by its cover, shoppers warned, as Waterstones opens three unbranded stores
High street booksellers Waterstones has opened three unbranded stores, sparking accusations of "dishonesty" from rivals.
Three shops, including Southwold Books in Suffolk, have opened under different names, with only a handwritten notice in the window stating the owners' true identity.
However, local competitors have complained about the tactic.
John Wells, 77, who has owned book, card and gift shop Wells of Southwold for 30 years, said: "To call themselves Southwold Books is a bit naughty. Locals know what the shop is, but visitors don't."
Many shopkeepers in the town blame the arrival of national chains for pushing up rents and therefore affecting business rates, which are due to rise by an average of 177 per cent in the area over the next five years.
The Waterstones store in Southwold is located in a Grade II listed building, and has a sign written in plain lettering on a light blue background above the front door and on a traditional swinging sign.
However, a small handwritten sign in the window states: 'Southwold Books is the trading name of Waterstones Booksellers Ltd'.
Chris Viner, 77, who works in a nearby studio that sells toy soldiers, said: "I suspect Waterstones wouldn't have been able to set up shop if they had stuck a big sign on the front. The whole town would have been up in arms. They would have had their pitchforks out."
Clive Sawyer, 66, who owns a gallery a few doors along, added: "Waterstones has crept in under the guise of a nice, independent book store, which it simply isn't. Ultimately, it's the dishonesty I really dislike."
Waterstones has launched another two unbranded stores in Rye, East Sussex, and Harpenden, Hertfordshire.
The shops are said to be such a success that the chain is considering opening more.
However, managing director James Daunt denied that Waterstones was using "subterfuge" to attract customers, and said he wanted the company to have stores with their own identities.
He said: "We don't pretend we are not Waterstones. The idea that this is some type of subterfuge is ridiculous."
