Strategically, the company will set up Wordsworth as a distinct brand to enter a greater number of markets. Initially, the company plans to set up 20 such outlets in the next two years. Of these, four will be set up within the existing Ebony stores, while the rest will be set up as standalone outlets in major metros as well as small towns. The first Wordsworth outlet will be opened in Ludhiana on March 18, 2001.

Each outlet will spread across 4,000 square feet and will stock, apart from books, other products such as music, toys, gifts and services such as books on demand, book reviews, book signing sessions and others.

According to Mr BS Narula, executive director, Ebony Retail Holdings Ltd, ``Worldover, people are moving towards bookstore formats which allow for a more evolved experience. Books and music require appreciation and that can happen best over time, not if one is rushed into buying whatever one lays one's hands on.''

The alliance between Wordsworth and Barista would be on revenue-sharing basis, said Mr Narula. The company hopes to make each store a separate profit centre.

Interestingly in Delhi, Ebony will have to opt for stand alone shops since it has an alliance with Crossroads, a leading bookstore chain which already exists in its South Extension outlet. ``We're committed to Crossroads for four years, so we'll probably open a stand alone Wordsworth outlet in the outskirts of Delhi,'' said Mr Narula. Ebony which began operations in 1994, till last year was just a one-location store. However, since last year it has been on an expansion mode-today it claims to be the largest retail store chain in the north with two outlets in Delhi, Chandigarh and Noida.

By the end of this fiscal, it plans to add eight new stores and move into cities such as Chennai, Mumbai, Calcutta, Ahmedabad, Pune, Kochi and others. The company is also planning to launch two new economy stores in Madhya Pradesh by May 2001.

Ebony achieved a turnover of Rs 22 crore last year and is close to achieving a turnover of Rs 60 crore this financial. The Ebony Stores are owned and managed by the $350-million DS Group that is engaged in real estate, hotels, leisure management, retailing and construction.