UK romance-only bookshops open amid record sales
Record-breaking consumer demand for romance fiction is prompting a new wave of dedicated independent bookshops across British cities.
A new wave of independent bookshops dedicated solely to romance fiction is emerging across the UK, buoyed by record-breaking sales in the genre. Industry analysts NIQ reported that sales in the Romance and Saga category reached record levels in 2024.
The commercial shift has seen entrepreneurs abandon established careers to open niche retail spaces. Aimee Cummings, 31, left a path in academia to open Love Stories in Cardiff's Castle Arcade. "Romance has the highest portion of sales in the publishing industry, it's growing exponentially since Covid and it's taking over publishing," she said.
The UK market was devoid of dedicated romance bookshops until Caden Armstrong, 26, opened Book Lovers Bookstore in Edinburgh two years ago. Partly financed by crowdfunding, the shop was launched after Armstrong realized there wasn't a single bricks-and-mortar romance bookstore in the country. "That's crazy. That needs to change," she said of her discovery.
Since Armstrong's launch, others have followed. Cummings visited the Edinburgh store for advice before opening her own venture, a transition driven by shifting consumer attitudes fuelled by platforms like TikTok's BookTok community. This online subculture has not only driven direct sales but removed historical stigma around the genre.
"I think romance has been shamed for a very long time and I think it's primarily because it's a genre that's been dominated by women writers talking about women's pleasure," Armstrong said. "That in and of itself is a very radical act, and a very powerful act."
The new retailers are leveraging a broadening market that extends far beyond traditional "bodice rippers." The rise of "romantasy," alongside growing sub-genres like sports romance, has widened the target audience. Authors like Sarah J Maas, Rebecca Yarrow, Rachel Reid and Elle Kennedy now drive significant footfall.
Both stores are differentiating themselves from larger retailers like Waterstones by focusing on diverse communities. Armstrong describes Book Lovers as a queer and disabled-owned business. "Our entire ethos is creating a fun, creative and safe space for romance fiction but also for uplifting, diverse voices within romance fiction," she said.
This community-driven demand is mirrored locally. In Cardiff's Whitchurch suburb, Amelia Lord established the Booked Up Book Club after discovering BookTok. Despite a dyslexia diagnosis that kept her from reading until she was 21, Lord now hosts monthly events. Her transition from non-reader to community organiser underscores the demographic shift powering the sector's growth.
