Waterstones under fire for 'deceiving' customers with unbranded bookstores

Waterstones has been forced to defend itself after opening a series of unbranded shops that look like independent bookstores.

The retail giant opened three shops - Southwold Books in Suffolk, The Rye Bookshop in East Sussex and Harpenden Books in Hertfordshire - without the company’s well-known branding.

It has now been accused of trying to deceive customers – something denied by Waterstones' chief executive James Daunt who said he just wanted the shops to have an “independent feel”.

Mr Daunt said on the BBC's Today programme that all three were on small high streets without an independent bookstore.

"We're coming into quite sensitive High Streets, ones predominantly with independent retailers on them, and we wish to behave as they do," he said.

"I think I have always acted and worked as an independent book seller and I would love for everyone who works for me does so likewise."