“The peculiarity of the main bookstores in Gijón is that they all have a specialization that sets them apart,” he says. His own has an attached art gallery. Amador vividly remembers the moment La Casa del Libro opened its doors in Gijón three years ago. “It was the first of a large caliber that was a weighty competition for Cornión,” with more general appeal than its peers in the industry.

It entered the market. “We had a drop in sales,” admits Amador, who reveals a clear change in his competitor’s strategy: “It started opening on every holiday, Saturday and Sunday, and then it closed and lost employees because it was downsized days they cut their wages.”

For this entrepreneur, “We Gijón booksellers are more specialized than La Casa del Libro; and that is the way to compete with them”. That and, in the case of the Librería Cornión, the commitment to a business model that proved successful at the time, since the art gallery generates an additional audience that it shares with the bookshop and vice versa.

They also take part in the Arco fair and enter the offices of architects and artists as authorities and art specialists. Without forgetting that they have been doing book presentations for more than 20 years. His condition as a mountaineer also speaks for Amador. For many, he and his bookshop are references on the subject. “In a small town like Gijón, the professional’s personality counts for much more than a large and impersonal bookshop,” he defends. Librería Cornión proves that it is possible to stand up to a big one by “adapting bookstores to the 21st century, specializing in three or four themes and promoting them. In small towns it is impossible to have a single specialization. With several, La Casa del Libro will hardly be able to keep up with us because they lack an authentic specialization.”

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