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  • Waterstones opens unbranded book stores
  • Waterstones opens unbranded book stores
    Yelp Inc. (2015) ©
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Waterstones opens unbranded book stores

Waterstones has opened three unbranded stores in the UK, each giving the impression that it's an independent book shop. At a time when people value authenticity, the move might improve business – but if customers become aware of Waterstones’ disguise, the brand might risk losing their trust. 

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