How National Book Store Is Reinventing Itself for the New Generation

National Book Store (NBS) president and CEO Adrian Ramos likes to call the recent developments at the company as a “complete reconfiguration.” 

"I don't think about [our achievement as a company] in terms of number of stores anymore," he tells Esquire Philippines at the launch of NBS' superbranch in Festival Mall, Alabang. "Because while we're opening, rebuilding, and moving branches, we're also closing down a lot. So it's a complete reconfiguration."  

Ramos says the new Alabang store is a culmination of everything they've been researching, learning, and testing over the last couple of years. “Basically, this reflects the understanding that people today are looking for third spaces where they can spend time. Our business is no longer meant to be purely transactional. It’s about creating experiences, offering hands-on activities, and helping kids and adults alike build core memories. That mission helped us envision a space like this,” he says. 

Like its first superbranch at SM Mall of Asia, the 1,300 square-meter store in Festival Mall also houses a Toby’s Estate café, where patrons can enjoy snacks and coffee while browsing books. It also has a kids’ play area and an open-shelf layout with seating. There are also areas where workshops and seasonal pop-ups will be held.  

“These really all work together so that people will want to hang out in the store. Kasi gusto naming ma-restore yung pagiging pambansang tambayan ng National Book Store, just like it was when we were all growing up," he adds.  

The CEO is happy to note that even in its first week of opening, students and families have already been hanging out at the branch, whether after school on weekdays or during weekends. 

Ramos says change is necessary for growth. The decision to close the standalone NBS branch in Cubao a few months ago, however, was not an easy one. Like many others, he felt sentimental about the closure, having practically grown up in that branch.

“I used to go there with my Dad [Alfredo Ramos] every Sunday. I would hang out with all of the staff. There used to be a coffee shop on the third floor, and my dad would buy me a hotdog sandwich every time we went there. I love those memories,” he recalls. 

Despite his personal attachment to the branch, Ramos knew the company needed to adapt to changing circumstances. Developments in Araneta City had altered pedestrian traffic, making it more viable for a business like NBS to operate inside a mall. This was why the company decided to relocate its Cubao branch to Gateway Mall. Ramos says they're targeting to open the said superbranch, and another one in SM Cebu, before Christmas.  

“These spaces kasi really help define what National Book Store will be for future generations. So we have to introduce them as quickly as possible to as many people as possible,” he says. The fifth superbranch, whose location he is keeping under wraps for now, is slated to open in the first quarter of next year. He hints that it will be a big surprise. 

Ramos is optimistic about investing in larger physical stores, describing the superbranch format as "the pinnacle of what NBS can offer to make the shopping experience meaningful to today's customers." But he acknowledges that only a handful of locations can support stores of this size. Thus, the company is also gradually rolling out medium-sized branches, many of them outside Metro Manila, where it has been testing new concepts and ideas. Ramos hopes these stores will resonate with customers just as much as the larger flagship branches. 

Beyond its retail stores, the company is also looking at ways to create spaces where people can discover new interests and experiences beyond shopping. This is where NBS Park comes in. 

The public park, which used to be the company's warehouse in Mandaluyong, features an open shelf where visitors can pick up a book and a 24/7 book vending machine, whose theme they plan to change every month or two. 

“Right now, we launched the first theme as cozy fiction, because we all need a little bit of joy and healing inside right now,” Ramos says with a smile. He adds that while the vending machine is an experiment, it also completes the NBS Park experience. At the center of the park is a communal space furnished with tables and chairs where people can hang out.  

NBS Park brings together a mix of art, dining, coffee, design, and recreation. Art enthusiasts can explore contemporary Filipino art at 125 Projects and works by established and emerging Southeast Asian artists at Gajah Gallery. For food and drinks, Astro serves familiar dishes made with locally sourced ingredients, while Engkanto Taps offers local craft beers and pub fare. Pluck specializes in rotisserie chicken and natural wines, while Type A Coffee serves cold brews, pour-overs, and espresso. Lucky Roasters, meanwhile, focuses on espresso blends and seasonal single-origin beans. Beyond food and art, visitors can explore modular furniture at DNA Design Lab, browse high-end tiles and interior finishes at Porcelanosa, or enjoy indoor mini-golf at Partee Golf. Cigar Library, an upcoming addition, will offer premium cigars, drinks, and food in a space designed for relaxation and conversation. 

The NBS Park, located at 125 Pioneer St., Brgy. Highway Hills, Mandaluyong City, is open from 10 a.m. to 10 p.m. 

As National Book Store approaches its 85th anniversary next year, Ramos says the company is undergoing an aggressive transformation, with its new concepts and stores offering a glimpse of what's ahead. 

While the initiatives have received encouraging customer feedback, he believes the company is only at the beginning of its journey. He's also heartened by the response from longtime customers who grew up with NBS and have been waiting to see how the bookstore would evolve.  

"Now that the company is turning its plans into reality, it's rewarding to see people respond so warmly to the changes," says Ramos.  

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