Livraria Bertrand, the world’s oldest operating bookstore, is a name that resonates with literary history and cultural significance in Portugal. With a network of 59 branches, including two in Madeira, Bertrand stands as a testament to the enduring love for books and reading in the country. The original store in Lisbon’s Chiado neighbourhood, recognised by the Guinness World Records in 2011, continues to be a hub for literary enthusiasts and tourists alike.
The Dawn of a Literary Institution
Founded in 1732 by Pedro Faure, a French immigrant, Livraria Bertrand began its journey on Rua Direita do Loreto, close to its current location. The bookstore quickly became a gathering place for Portugal’s intellectual elite, frequented by notable authors such as Alexandre Herculano and later by Fernando Pessoa. The French influence on Portugal’s book trade was significant, with several French booksellers establishing a tradition that would culminate in the creation of Livraria Bertrand.
Surviving Adversity and Flourishing
The catastrophic earthquake of 1755 posed a grave threat to the bookstore, but the Bertrand brothers’ resilience led to its relocation and rebirth in 1773 at Rua Garrett, where it remains to this day. This period marked a new chapter for Livraria Bertrand, one that would see it grow and adapt through the centuries.
A Century of Expansion and Change
The 20th century was a time of growth and transformation for Livraria Bertrand. In 1909, it expanded its operations with its own printing and composition workshops. The establishment of a partnership with the International Library of Porto in 1938 marked the beginning of the Bertrand network. The opening of a second store in Lisbon’s Avenida de Roma in 1963 further solidified its presence in the capital.
Ownership changes in the mid-20th century did not hinder Bertrand’s progress. Under the leadership of Didier Marcel and later George Lucas, the bookstore expanded its distribution of foreign books and journals. The acquisition by DirectGroup Bertelsmann in 2006 and later by Grupo Porto Editora in 2010 integrated Bertrand into a larger network of literary resources.
Embracing the Digital Age
The launch of Bertrand’s online store, [www.bertrand.pt], with its extensive catalog and delivery services, marked the bookstore’s successful transition to the digital era. This move allowed Bertrand to reach a wider audience and cater to the modern consumer’s preference for convenience without sacrificing the charm and personal touch of its physical stores.
Today, Livraria Bertrand continues to be a cultural landmark in Portugal, blending nearly three centuries of history with contemporary business practices. It remains a beloved institution, inviting book lovers to be part of a living history and a vibrant literary community.
Their expansive multi-level store in Faro’s Forum Algarve shopping centre (on this picture) stands as a bold testament to Portuguese retail, confidently rivalling the French multimedia giant Fnac, whose presence is merely a stride away across the corridor.
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