Borders(R) to Open New Concept Store at Wareham Crossing in Wareham, Mass.

Breakthrough Retail Concept Store Opens to the Public July 11; Grand Opening
Weekend July 18 - 20

ANN ARBOR, Mich., July 11 /PRNewswire-FirstCall/ -- Borders made national
headlines in February when it launched its first-ever concept store in Ann
Arbor, Mich. The breakthrough retail concept represents a significant
enhancement over existing Borders stores inside and out and fulfills the
company's mission to be a headquarters for knowledge and entertainment. The
store blends digital and Internet options with a fresh new look, enriching in-
store services, and a number of exciting features to create a uniquely
satisfying customer shopping experience. Now, this new concept store will
premier in Wareham. Borders will officially open the 25,401-square-foot store,
located at Wareham Crossing at the intersection of Highway 28 and Interstate
495 on Cranberry Highway, July 11. The Grand Opening weekend festivities take
place from Friday, July 18 to Sunday, July 20.
(Logo: http://www.newscom.com/cgi-bin/prnh/20060208/BORDERSLOGO )
"The opening of our initial concept store in Ann Arbor generated
tremendous media attention including major stories in national newspapers and
on television. We've had scores of retail executives from other companies,
store designers, shopping center developers and publishers coming from around
the nation to see the new store, as it truly is a breakthrough retail concept.
It has been a huge success and customers love it," said Borders Group Chief
Executive Officer George Jones. "We've stayed true to what our customers have
always loved about Borders-deep and intelligent selection, knowledgeable
staff, and a comfortable, welcoming atmosphere. Yet, we've brought a fresh new
look and an exciting interactive dimension to the store with a Digital Center
where customers can do everything from mix and make their own custom CDs,
download books and music, publish their own books, and create photo books-all
without being computer experts because we have trained people there to help
every step of the way," he said.
"In addition, we've put a strong focus on popular categories-including
Travel, Cooking, Wellness, Graphic Novels and Children's-by incorporating
digital options and the online world, making these sections of the store
interactive destinations where customers can not only shop our vast selection
of books, but also take advantage of computer kiosks featuring recommendations
from our expert buyers, related video content including interviews with
experts and authors, and much more. In addition, in select destinations, there
are large in-section LCD screens broadcasting a depth of content featuring
some highly recognizable names in these subject areas, as well as Borders' own
exclusive programs," Jones continued.
"Overall, this new concept store is a key part of our long-term strategic
plan. We set out to differentiate Borders and give customers a reason to
choose us over other retailers and we've achieved that goal spectacularly with
this new concept store. And, now with the new Borders.com, we'll be able to
truly deliver on our cross-channel retail strategy including the option for
customers to access the site in our stores to view wish lists and conveniently
order from millions of titles for delivery to their homes within two days.
I'm proud of what we've created and I'm thrilled with the way customers have
embraced it."
Exterior Highlights
Beginning with the exterior of the concept store, shoppers will see that
this new Borders makes a bold statement with an exterior boasting many windows
and a large, illuminated and underlined red Borders logo. The store also
features a cafe with a cozy outdoor seating area where customers can relax and
visit with friends, read their favorite book, or simply enjoy the outdoors.
Fresh New Interior
Once inside, customers will immediately recognize that a new and exciting
experience awaits them. Curved feature tables placed front and center greet
customers with the latest book titles. The warm, neutral color scheme, cozy
seating, and walnut- and ash-stained fixtures suggest comfort and an
invitation for shoppers to stay as long as they like. Throughout the store,
there are large, illuminated drums suspended from the ceiling that feature
dazzling graphics and guide customers to destinations within the store.
Overall, the layout remains conducive to exploration while also being
extremely intuitive for customers to navigate with ease.
Digital Center
Dramatically distinctive against the neutral backdrop of the store is a
new Digital Center marked by a three-dimensional, 12-foot fixture and sign
package. Within the Digital Center there are multiple computer kiosks and
stations dedicated to unique new services including music and book downloading
as well as mixing and making custom CDs through "Borders Digital Music," which
features millions of titles to choose from. Since many Borders customers are
authors looking to publish their own work, the Digital Center also includes
"Borders Personal Publishing" powered by Lulu.com. Some customer-written books
may eventually be sold in Borders stores and select customer authors could
even host in-store signings. Photos are important to many Borders customers
who can use "Borders Custom Photo Books" for special projects featuring family
and friends.
Throughout the Digital Center, there are seats at the various computer
stations where customers are encouraged to sit and take their time working on
their projects. Importantly, Borders knows that not all customers are
computer experts, so the company is staffing the Digital Center with trained,
dedicated personnel ready to guide customers of any technical level through
the process to achieve their project goals.
In addition to the Digital Center, Borders has retained its popular
computer information stations- "Borders Search"-to help customers locate
titles within the store and outside of the store and learn about in-store
events, among other services. As in existing Borders stores, these stations
are located throughout the concept store allowing customers to help
themselves.
Destinations: Travel, Cooking, Wellness, Graphic Novels and Children's
Certain categories within the new Borders concept store-Travel, Cooking,
Wellness, Graphic Novels and Children's-are so popular and rapidly growing
that Borders has designated them as special destinations within the new
concept store-giving these categories their own "shop within a shop" look and
feel. For example, in the Travel Destination, customers can not only choose
from thousands of book titles, but will also find related items such as maps,
GPS navigation systems, the Reader Digital Book from Sony(R), and portable DVD
players that customers can use on their travels. Within the section, there is
an interactive computer kiosk where customers can research, plan, and even
book a trip in the store. On the kiosk, there is a "Borders Featured
Destination" highlighting various U.S. and international locations, and
customers can use the feature to learn everything about the locale they plan
to visit, including Frommer's favorite experiences and upcoming events. For
featured destinations, Borders also makes available on the kiosk an article
written by travel expert Pauline Frommer who offers additional advice and tips
for planning a trip to the destination.
In addition, the kiosk within the Travel Destination also features a
"Borders Trip Recommender," teamed with Whatsonwhen and Frommer's, to provide
customers with a list of suggested travel destinations based on preferences
and criteria set by the shopper using a brief questionnaire regarding the type
of trip desired and other parameters. The "Borders Trip Recommender" suggests
potential destinations, and by clicking on recommended locations, customers
will access related book, DVD and other resources selected by Borders' expert
buyers to enrich the travel experience. Using the "Search and Book" feature
on the kiosk from Sidestep.com, recently acquired by Kayak.com, customers can
even book an entire trip online from the in-store kiosk. Within the Travel
Destination, the new concept store also offers customers travel programming on
a large LCD screen that features a mix of travel tips, guided visual tours,
author interviews, and nature programming from locations around the world.
Similar deep selection and various interactive opportunities are available
in the Cooking and Wellness Destinations, where customers can watch topical
programming on the large in-section LCD screens and use the computer kiosks to
learn about recommended titles and receive advice from the experts. In the
Graphic Novels Destination, there is an amazing selection of titles as well as
related gift items and even software that customers can purchase to create
their own comic books.
In Children's -- a destination with thousands of book titles as well as
music CDs, DVDs, toys, games and puzzles -- kids and their families will be
impressed that Borders has divided the section into sub-categories including
infants/toddlers/preschoolers, beginning readers (age 4-8), and early readers
(age 7-9), which cater specifically to the very different interests and
developmental levels of those age groups. In addition, in the new concept
store, Borders has relocated the independent reader (age 10-12) section from
Children's and given it its own separate area to appeal to older children.
Visually, children and adults will be captivated by a massive mural that
spans three walls above the book shelves in the Children's section. Created
exclusively for Borders by Australian author and illustrator Colin Thompson,
the mural features incredibly intricate and colorful images of castles,
underground cities, and flying books, among other images.
"Overall, customers need to know that there is something you offer as a
retailer that they cannot find anywhere else," Jones said. "That's just what
we are doing with these unique destinations within our concept stores. We are
putting a stake in the ground when it comes to these categories by making the
assortment and the experience so interactive and compelling, that customers
will bypass competitors to come to us to shop within these key categories as
well as the rest of the store."
About Borders Group, Inc.
Headquartered in Ann Arbor, Mich., Borders Group, Inc. (NYSE: BGP), is a
leading retailer of books, music and movies with more than 28,000 employees.
Through its subsidiaries, the company operates more than 1,100 stores
primarily under the Borders(R) and Waldenbooks(R) brand names and recently
launched Borders.com for online shopping. For more information, visit
www.borders.com/aboutus .
SOURCE Borders

Kolleen O'Meara, +1-734-477-1224, komeara@bordersgroupinc.com, or Mary Davis,
+1-734-477-1374, mdavis4@bordersgroupinc.com, both of Borders