Andy Hunter Scales Up Without Selling Out

Andy Hunter, the founder of (pictured here at Spoonbill & Sugartown Books in Brooklyn) developed his love for books early. “I became a reader, in the beginning, because it provided me solace,” he says. PHOTOGRAPH: YAEL MALKA

Who could resist a story about scaling up without selling out–especially when it involves an online book shop?

Our thanks to Kate Knibbs, a senior writer at WIRED, for this profile of someone who has indirectly featured in our pages without being named before.

Not to mention the photographs by Yael Malka accompanying the story:

How Survives—and Thrives—in Amazon’s World

Andy Hunter’s ecommerce platform was a pandemic hit. Now he’s on a mission to prove that small businesses can scale up without selling out.

“DO YOU REMEMBER what kind of beer it was?”


Andy Hunter pauses for so long before answering my question, it’s awkward. He’s racking his brain. I’ve asked him to tell me about the night he came up with the idea that led to his improbably successful bookselling startup, As a former magazine editor, he wants to get the details right.

He remembers the easy stuff: It was 2018. He was on the road for work. At the time, Hunter ran the midsize literary publishing house Catapult, a job that required schmoozing at industry events. The night of his big brainstorm, he was away from his two young daughters and his usual evening obligations—dishes, bedtime rituals—and had a rare moment to think, and drink a beer.

But what kind of beer? “It was, uh, a Dogfish Head IPA,” Hunter finally answers. OK, so, picture this: There he is, alone in a tidy Airbnb, a light-blue bungalow on a quiet road in Berkeley, California. His brown hair is a little mussed, and he’s nursing a pale ale. He’s grooving to music. (“You can say I was listening to Silver Jews,” Hunter says.)

He couldn’t stop thinking about something a board member of the American Booksellers Association, the industry’s largest trade group, had said to him during a recent work dinner. What if ecommerce was a boon for independent bookstores, instead of being their existential threat? The Booksellers Association ran IndieBound, a program that gives bloggers and journalists a way to link to indies instead of Amazon when they cite or review a book. But it hadn’t gained much traction.

That night, in Berkeley, the unusual combination of evening solitude and a touch of alcohol knocked something loose in Hunter’s brain. Or maybe it knocked something together. Either way, by the morning, he wasn’t hungover and he had a proposal for how to grow IndieBound, including simplifying the logistics of buying online and integrating it with social media. Plus: “I wanted it to be better-looking,” he says.

When he got back home to New York, Hunter sent his proposal to Oren Teicher, then the CEO of the Booksellers Association. Teicher liked the idea, but said no. The trade organization wasn’t actually interested in expanding IndieBound. But if Hunter was willing to take on the project himself, to create this new-and-improved version on his own? Well—the group could invest some money…

Read the whole article here.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s