Bookends founders Grace Karim (left) and Somia Anwar

The global used book market is valued at just over $25 billion, with the UAE market estimated at $27 million, according to a recent report by the Research Business Company. “Our revenue accounts for 1% of the projected UAE market share. We see immense potential for growth in the country,” said Grace Karim, co-founder of Bookends.ae, a used book store in Dubai Silicon Oasis. Since its launch in 2020, Bookends has successfully rehomed over 120,000 books and built a community of more than 1,400 sellers, serving over 10,000 customers. Its online inventory boasts over 20,000 books, while its physical store houses more than 7,000 books.

“In 2023, we achieved a 30% revenue increase. Our year-to-date performance in 2024 shows a 10% growth compared to the same period in 2023. We project a 20% year-over-year growth by the end of December 2024. Our five-year forecast anticipates a 50% growth trajectory, driven by strategic expansion initiatives currently in progress,” Karim said.

The journey hasn’t been without its challenges. When Grace and her friend Somia Anwar first conceived the idea for Bookends.ae, it stemmed from a common struggle many parents face—finding a variety of books at affordable prices. “Somia and I are close friends, and we often discussed the difficulty of getting a variety of books at low prices because new ones are expensive,” Grace explains. “This is how the idea initially took shape.”

Grace and Somia launched the Bookends.ae website in February 2020, just before the Covid-19 pandemic struck. While this presented challenges, it also created an unexpected opportunity. “People were tired of screen time and sought relief,” Grace says. With more people browsing social media during lockdowns, Bookends was able to reach new customers online. “Throughout, we were receiving orders and delivering books.”

The business grew rapidly, enabling them to move into their own space in Dubai’s Silicon Oasis by November. However, the path hasn’t always been smooth. Grace cites several major hurdles they’ve had to overcome, with brand awareness being a persistent challenge. “Spreading awareness of Bookends has been a challenge from day one,” Grace admits. To address this, they’ve adopted a strategy of partnership. “We are trying to collaborate with other businesses along with our monthly budget for advertising,” she explains.

Four years into her entrepreneurial journey, Grace learned about Canon’s Women Who Empower Program through her Dubai Business Women Council membership. Initially drawn to the program to improve her videography skills, Grace saw an opportunity to enhance her entrepreneurial toolkit. The program has had tangible benefits for Bookends beyond just skills and networking. “Thanks to Canon’s generosity, we are now offering a new line of products after being gifted a printer,” Grace shares. This printer has allowed the company to diversify its offerings and create custom products for their customers.

The Dubai Business Women Council has played a crucial role in Grace’s entrepreneurial journey beyond just introducing her to the Canon program. “The organization, part of Dubai Chambers, regularly provides beneficial collaboration opportunities and panel discussions to improve our entrepreneurial journey,” she explains. Last year, Grace participated in an accelerator program that enhanced various aspects of her business skills, from financial management to marketing strategies.

Karim said that while most readers prefer an actual book, they moved to digital alternatives due to cost-effectiveness and convenience. “With our continued price drop offerings, we have seen readers switch back to actual physical books as they have become more affordable. Additionally, an actual book still holds its charm, which is irreplaceable by other means. It allows the reader to have quality uninterrupted time to immerse in the magical world of a story,” she said.

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