![]() But times have changed, and while books may be the heart and soul of the chains, they’re no longer the bread and butter. When she launched the company in 1996, Reisman called books the “heart and soul” of the business. The CEO of Indigo, the Toronto-based retail chain that built its business selling books, has been working frenetically to shore up plummeting sales: The company’s revenues have dropped for three consecutive years, with the most recent fiscal year ending in a $31-million net loss on revenues of $868 million. They aren’t getting in yet, but they’re close enough to see it. a cheer rings through the crowd as the first group of ticket holders moves up the escalator toward the second-floor boutique. ![]() Already well schooled in the rules of supply and demand, she is prepared to take what she can get.Īt 9 a.m. She is hoping for the version called McKenna (American Girl’s 2012 Girl of the Year), naturally, but she knows she is vying for a piece of one of North America’s hottest toy properties. so she could be among the first to buy one of the $125 dolls. ![]() McKenna Roach, 6, dragged herself from bed at 4 a.m. The store isn’t open yet-at 8:20 on a Saturday morning in May, nothing at the Toronto mall is-but hundreds of girls and their parents have been here since 5 a.m., each hoping for a prize as magical as one of Willy Wonka’s golden tickets: a pass to get into the opening of Indigo’s new American Girl doll boutique. The lineup outside Yorkdale Shopping Centre’s Indigo store is a writhing mass of Madisons and McKennas.
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