Barnes & Noble continues retail renaissance with new San Antonio store

San Antonio locals looking to cut back on doomscrolling will soon have an IRL alternative. Barnes & Noble will open a 20,419-square-foot bookstore at 11745 I-10 W in the Huebner Oaks shopping center on September 9 as it continues its big box comeback.

Some may be surprised to see the bookseller expanding after the 2010s “retail apocalypse” spurred by e-tailers like Amazon. The shift in consumer habits forced the closure of once ubiquitous chains nationwide, including dozens of Barnes & Noble locations.

But since being acquired by hedge fund Elliott Advisors in 2019, the company has seen a renaissance, opening 60 stores in 2025 alone. The company attributes its growth to its strategy to hand control of each bookstore to its local booksellers.

That doesn't mean that Barnes & Noble has gone indie, but the stores now have localized inventory and displays. That allows store managers to quickly respond to social media trends like #BookTok and curate merchandise that aligns with community preferences.

“Have you ever had that feeling when you get to do something really, really cool and you get to do it with the people that you love?” said Store Manager Jared Valadez in a release. “It’s like I get to build a dream with some of the most special people in my life, and I cannot wait to bring a new Barnes & Noble to my hometown.”

The upswing can also be attributed to a new cultural interest in “third spaces,” gathering spots that are neither home nor work. The new stores go beyond books to offer toys, games, magazines, and gifts. The new San Antonio location will also feature a Barnes & Noble Café, so shoppers can flip through pages while they sip.

This will be Barnes & Noble's sixth San Antonio store, not counting the smaller version that acts as the college bookstore for St. Mary’s University. It replaces another retail icon, Bed Bath & Beyond, which closed its Huebner Oaks outlet when the company went belly up in 2023.

“We are very pleased to add to our bookstores in the Lone Star State,” said James Daunt, CEO of Barnes & Noble, in a statement. “The rejuvenation of our business over the last few years has been especially marked in Texas where we have opened — or are about to open — over 20 new bookstores."

The Huebner store will open its doors at 10 am on September 9, with local author Kelsey Cox cutting the ribbon and signing copies of Pretty Dead Things. Biscuit the Dog will also join the fun by hosting story time events throughout the weekend.

Bookworms will also receive perks like $50 off any NOOK device and 40 percent discounts on all DVD, Blu-ray, and 4k Ultra HD movies. Premium and Rewards members will earn double stamps September 9-13.