Why Waterstones is opening unbranded high-street stores

Waterstones has begun “acting as an independent” with the recent opening of three new stores, none of which carry the book seller’s brand name.
The stores in the towns of Rye, Southwold and Harpenden bear different names, such as ‘Southwold Books’ with the only hint that they are owned by the chain appearing in the form of handwritten notice. The move has caused disgruntlement among some locals who believe Waterstones is hiding behind the guise of being an inde