Waterstones chief defends decision to open unbranded stores

James Daunt denies using subterfuge to attract customers with unbranded shops in Rye, Southwold and Harpenden

The managing director of book giant Waterstones has defended the company’s decision to open three unbranded stores saying it will be good for “customers, town centres and... staff.”

Waterstones has recently opened three stores under different names, sparking accusations that they are posing as independent bookshops to get round the backlash against the homogenisation of Britain’s high streets.

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