Indigo: A Canadiana lifestyle brand

Indigo also sells candles, art, trendy lunchboxes, herb kits, knife sets, glassware, home goods, and fashion accessories in addition to books.

The company believes that selling products that are physical extensions of its books makes the entire book-buying process more appealing, and customers seem to be on the same page.

Canadian bookseller Indigo is growing fast (The Hustle)

I’m writing this post from a Starbucks nestled inside a Chapters (a former bookstore chain, bought and rolled into Indigo).

What strikes me about Indigo is that it’s gone all-in on selling a certain kind of lifestyle brand without abandoning its commitment to books.

It’s a cozy cottage throwback aesthetic — an upmarket Canadian aesthetic? — that pairs nicely with Roots jackets and HBC blankets.

Related: Indigo Books and Music (Wikipedia)