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Home U.S.A 'I am typically quicker': Milan's bicycling bookseller takes on the web giants

‘I am typically quicker’: Milan’s bicycling bookseller takes on the web giants


Luca Ambrogio Santini is taken into account to be one thing of a knight-errant as he cycles round components of Milan on his crimson cargo bike delivering books to folks’s houses, a lot so he’s affectionately known as the “Don Quixote of booksellers”.

“Quixote went to battle towards the windmills,” Santini stated of the protagonist within the basic novel by Miguel de Cervantes. “My windmills are the web retailers from these monster multinationals … which for us impartial booksellers are unnameable.”

The previous bookstore proprietor sighs earlier than uttering a reputation: “Clearly, Amazon … I virtually do what they do, and infrequently I’m quicker than them.”

Santini has been waging his battle towards the web giants since 2015, when he grew to become the primary bookseller in Italy to start out house deliveries.

Known as LibriSottoCasa (books on the doorstep), Santini suits his wares right into a 2-sq-metre field on the entrance of his bike earlier than delivering them to prospects within the southern districts of Milan. Till the coronavirus pandemic struck, he participated in ebook festivals and different occasions. Now with these occasions cancelled, he’s surviving solely on house deliveries. However the pandemic has proved to be a little bit of a boon, as folks spending extra time at house rediscover the enjoyment of books.

“Some prospects have counted what number of books they’ve learn since March, and the numbers are important,” Santini stated.

For 20 years, Santini owned a bookshop in Milan’s Largo Mahler, reverse the auditorium that homes the Giuseppe Verdi Symphony Orchestra, which made the shop significantly fashionable amongst these searching for specialist music books. However he was compelled to shut in 2013 after the enterprise grew to become financially unviable.

Luca Santini on his bike. {Photograph}: Luca Santini

“It was an excellent expertise and had accomplished properly,” stated Santini. “However issues grew to become tougher with the arrival of on-line competitors, the final decline in studying books and the monetary disaster in 2008. I attempted and tried, and other people within the neighbourhood additionally organised initiatives to assist the store, however we needed to shut.”

As he contemplated what to do subsequent, Santini found he may apply for a licence to function as a travelling salesperson. And so he grew to become the primary to use for one for the sale of books.

“I’ve at all times cycled across the metropolis and so determined to attempt it out,” he stated.

Folks can order by means of Santini’s Fb web page or by sending him a message on WhatsApp. They’ll pay on-line or in in money.

His can also be amongst round 2,000 different booksellers throughout Italy who lately united of their purpose to problem Amazon by establishing their very own on-line platform, known as Bookdealer.

The enterprise is the primary of its variety in Italy and permits folks to seek for books and to find the closest bookshop to them, in addition to take digital excursions of retailers, earlier than buying on-line for house supply. The initiative is especially helpful for folks in cities the place bookshops have closed, as they will uncover shops which might be additional away. Clients may search the sort of recommendation they’d ordinarily get from an impartial bookseller.

They’ve a protracted approach to go earlier than the battle will be declared gained, however Santini believes it’s this private ingredient that units them other than the giants.

Luca Santini.
Luca Santini at his cell stall. {Photograph}: Luca Santini

“Bookdealer began on the finish of August and many individuals are turning to this feature,” stated Santini. “They may not get a reduction like they’d on Amazon however they do get a well-curated service, professionalism and the prospect to talk to a ebook skilled.”

That individuals are utilizing the service is a constructive signal, particularly after information launched originally of the 12 months confirmed that 2,300 bookshops had closed within the earlier 5 years. On the time, Paolo Ambrosini, the president of the Italian Booksellers Affiliation, criticised the federal government for not doing sufficient to assist the sector within the face of on-line competitors.

Santini stated the pandemic has helped within the sense that folks have realised extra the significance of impartial native companies.

“There’s a particular solidarity that’s being proven,” he added.
”The scenario remains to be not straightforward for a lot of however the private connection has helped folks really feel united with us.”



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