Hernal's bookstore closes after 135 years: "It was too expensive a hobby"

The Hernalser Buchhandlung, a beloved institution in the 17th district of Vienna, has closed its doors after operating for 135 years. This marks the end of an era for the neighborhood, as the shop was one of the last traditional bookstores in the area. The closure comes as a significant loss for the local community, which regarded the store not just as a place to buy books but also as a social hub and cultural landmark.

Inhabitant Jelena Deretić took over the bookstore in 2017, bringing with her a deep passion for literature and a commitment to preserving the unique character of the shop. Despite efforts to maintain the business, she ultimately had to accept that continuing operations was economically unsustainable. "It was too expensive a hobby," Deretić reflected, acknowledging the financial challenges faced by small businesses in today's market. She pointed to several factors contributing to this decision, including rising costs, the decline in foot traffic due to the aging customer base, and the increasing dominance of online retailers and large chains such as Thalia.

The impact of these changes on independent bookstores has been profound. According to statistics from Statistik Austria, the number of bookshops in Austria dropped significantly between 2015 and 2024, from 899 to 565—a decrease of 37.2 percent. This trend reflects broader issues within the publishing industry, where many small shops struggle to compete with larger entities that benefit from economies of scale and lower overhead costs. In response to these challenges, the Austrian Association of Booksellers and Media Professionals issued an open letter to the finance minister in 2024, urging for measures such as reducing VAT on books. However, these requests went unfulfilled.

For longtime customers and employees alike, the closure represents more than just the loss of a retail space; it signifies the disappearance of a cherished part of their lives. Many expressed sadness at the thought of no longer being able to visit the shop, which had become a second home for some. One employee, who helped out during her retirement, described the store as her extended living room. She lamented the change, emphasizing how much the community valued the personal touch and personalized service offered by the bookstore.

Local officials have also voiced their disappointment regarding the closure. Bezirksvorsteher Peter Jagsch of the 17th district called the situation "very unfortunate," noting that the news came as a surprise since no prior communication had occurred with the district administration. The lack of support from local authorities highlights the ongoing struggles faced by small businesses trying to navigate a rapidly changing economic landscape.

As the final day approached, the shop became a gathering point for friends, neighbors, and regular patrons who wanted to say goodbye to the woman behind the counter and the legacy she left behind. Flowers were presented, hugs exchanged, and heartfelt thanks given—each moment underscoring the emotional significance of the event. For Deretić, while the physical shop may be closing, the memories and connections forged over the decades remain intact. As she prepares to move forward, the story of Hernalser Buchhandlung serves as both a tribute to the past and a reminder of the challenges facing independent retailers in the modern age.