Gestalten

When did all start?
Well, Books VIP began 4 years ago, as a natural step forward after working in a similar company for 13 years.

What was the reason behind the opening of the store / business?
In the first place my desire of independence because the education my father gave me about trying to be my own chief and to build my own company. In the second place the “know how” i got all those years and finally – but not less important - the love i feel for this business.

Please describe the kinds of books and other merchandise that you carry. What do you offer your customers?
We are very specialized in books about graphic, industrial and interior design, as well as other creative books like photography and illustration. In the last years we have been importing also designer´s toys, that has been taking more and more importance in our stock. Half of Mexico´s population are young people, and they like this kind of new stuffs.

Who are your customers?
Mainly advertising agencies in mexico, as well as the main graphic design bureaus. We also sell our books to the students at the universities and their libraries, but 80% of our sales are focused to the professionals of creative areas.

What are your favorite gestalten´s books?
To me, the Pictoplasma series as well as the Los Logos series.

What are your customers' favorite Gestalten books?
The best sellers in Mexico are the Los Logos series and also we have sold many copies of the Illusive series. Lately, the “Pequeño Sabelotodo” has became a very interesting book not only for professionals but also for students.

Do you do anything at your store besides sell books? Do you, for example, have any events or exhibitions there?
Yes, twice a year we organize special sales at our offices, one in July and the other one at the end of November; the events begin on Friday and last till Saturday night. We send e-mail and printed invitations to all our customers and people that might be interested in; and give special discounts and show all our stock that includes more than 100 different titles.

We also participate every year in the International Graphic Design Conference; every year in a different city in Mexico. This conference is organized by a very good friend of me, Antonio Perez. He also publishes the best graphic design magazine “Revista a! Diseño”; and we together have published a couple of books about Mexican graphic design.

Is there anything else about your business that you'd like us to mention?
I think it is important to mention the way we sell the books, because it might be different from many other countries; because of the difficulties that a 25 million people city as Mexico city involves.

We have a sales team (more than 10 people) that goes directly to visit our customers at their jobs or even at their homes. The salesmen carry the books and leave them to the client once he has accepted to buy. He also gives credit to our customers, so they can buy the books and each two weeks place payments that our salesmen also goes to collect at their jobs or homes.
We try to make it easy for our customers to buy and pay; and they do not have to go to a book store, spending around 3 hours in the trip.