The brand story

Eason is the most popular bookshop, newagent and stationer in Ireland and, over the years, has become a household name. From modest beginnings, the history of the company closely matches Ireland's economic, political, literary and social fortunes. The company responded to the nineteenth-century revolution in literacy and transport by opening bookstalls on the emerging railway network.

By the time World War One had ended, Eason bookstalls numbered approximately 90 and covered all major towns in Ireland. The company also owned an advertising business, charged with selling advertising space on the bookstalls throughout the rail network. Printing was of significant importance for Eason, including the production of prayer books and stationery items.

After World War Two, there was a marked shift towards shops more conveniently located in the central business districts of towns. The growth in private transport allowed consumers to travel independently and more widely than ever before. For these reasons, Eason moved into high-street retail locations more and more. The next fifty years were to see the company diversify beyond recognition.

Products and services

When you speak to Eason customers, they tell you the bookshops offer much

more than books. Newspapers, magazines, stationery and greeting cards, combined with books, make the shops a staple on any shopping trip in Ireland.

The bookshops also stock educational materials, videos, DVDs, crafts and artist supplies. Eason provides five cafes where you can read a book, newspaper or magazine and enjoy a cup of tea or coffee.

Innovation

Whether it was the early introduction of mechanised vehicles for newspaper distribution, being the first to distribute news based on air freight, or as an early adopter of internet retailing, Eason has always tried to match traditional know-how with an ability to exploit change.

In July 2003, Eason, O'Connell St, Dublin opened its doors at midnight to sell the first copies of JK Rowling's The Goblet of Fire. The first and only bookshop to do so, it began a new trend in book launches. Fours years earlier in the same store, and as a completely unknown author, JK Rowling had read from her book, The Chamber of Secrets. How lucky were the people who bought her book that evening!

Eason, O'Connell St has become a mecca for meeting celebrities at signing sessions. A constant stream of well-known faces has passed through its doors — U2, Pelé, David Beckham, Michael Parkinson, Sarah Ferguson, Bill Clinton, Roy Keane, Maureen O'Hara, Salman Rushdie, Bob Geldof, William Shatner, Jack Charlton and many more to come.

Marketing and promotion

How many of us got our school supplies, comics and cards there over the years from Eason? A sense of familiarity and trust underpins all Eason marketing strategies and advertising promotions.

Using a broad range of media, Eason maintains as high a public profile as possible. You will see Eason on TV, hear it on radio and see it in the national and regional press. Whilst the message may be the same, the way Eason has delivered it over the years has developed. Remember the Eason bus that became a familiar fixture on our streets? Who can forget the Eason Santa in the recent TV commercial exercising with his bag of books. The advertising message suggests it has something for everyone — ‘a closer look’ at its website confirms just that.

Eason currently has 38 stores in the Republic of Ireland, including 16 franchise shops, 16 stores in Northern Ireland and an online shop. In the company’s whole history, the logo type has only changed three times.