Renaissance Books in Milwaukee’s airport is not your typical airport retail experience. With over 40,000 books, 95% of which are used and some over 100 years old, this bookstore offers an eclectic mix that sets it apart from standard airport shops. From polar exploration guides to horse stories, classics to camping manuals, furniture books to an entire Green Bay Packers section, there is something for every type of reader. The store even has a banned book section and a “blind date with a book” display where mystery titles are wrapped with only slight descriptions on the outside cover.
The store was first opened in Milwaukee in 1959 and expanded to the airport location in 1979. It has remained a constant through decades of change in both the book industry and air travel. The store has grown in size every decade and draws in three distinct customer groups. 10% are destination shoppers who come specifically to browse the collection, 80% are general airport travelers, and 10% are people picking up loved ones at the airport who choose to shop while waiting.
Renaissance Books is a family-run business that has been passed down through three generations. The current owner, Alex John, brings diverse professional experience to the role, having worked as a construction project manager, lawyer, and in finance. Under his leadership, the store continues to thrive and grow. They are currently constructing a new section for children’s books, set to be finished by the holiday travel season.
Despite economic crises, pandemics, and competition from big bookstore chains, Renaissance Books has remained successful. This is due in part to its location in the airport, which has insulated it from many industry trends. Unlike typical airport retail, the store does not charge airport prices. Instead, they have real-world pricing, with the cheapest books costing just four or five dollars. This has cultivated a loyal customer base, with some even making a special trip to the airport just to visit the bookstore.
The store’s unique atmosphere makes visitors forget they’re in a busy airport terminal. The shelves are packed so densely that books are hidden behind other books, creating a treasure hunt experience for browsers. To stock this extensive collection, the owner relies on a tried-and-true method of having his uncle drive around and buy books.
Renaissance Books has a neighborhood shop feel, similar to the store in ‘You’ve Got Mail’, except it’s located in an airport. And it doesn’t look like any chain store will be able to put this bookstore out of business. In fact, for those who purchase a book at the store, they offer a voucher for 2 hours of parking. This unique and beloved bookstore is truly a gem in the busy Milwaukee airport.