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However, the store was not a success, and Bass next opened the Strand – named after the street in London – in 1927 with $300 in his own savings and $300 he borrowed; early on, he slept on a cot in the store.
Bass's son Fred – who started working in the store on weekends when he was 13 years old – took over the business in 1956 and the next year moved the store to the present location at the corner of East 12th Street and Broadway.
Benjamin Bass died in 1978.
Wyden officially joined The Strand as a manager in 1986.
In 1996 Bass bought the building at East 12th Street and Broadway for $8.2 million, by which time the Strand was the largest used bookstore in the world.
She spearheaded major renovations and expansions of the store in 2005, and supervised the rollout of The Strand's official bookish merchandise, including t-shirts and totes, which now account for over 15% of the business's revenue.
Wyden become the co-owner of the store on her father's retirement in November 2017.
In March 2020, the Strand laid off most of its employees due to the COVID-19 pandemic, though in April it received a Paycheck Protection Program loan between $1 and $2 million intended to help maintain 212 jobs of which 188 had already been eliminated.
On July 15, 2020, the Strand opened a new location on the Upper West Side, replacing Book Culture.
On October 23, 2020, Bass Wyden released a statement on Twitter saying the Strand was in danger of closing.
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| Company name | Founded date | Revenue | Employee size | Job openings |
|---|---|---|---|---|
| Bauman Rare Books | 1973 | $2.0M | 34 | - |
| RH | 1979 | - | 4,500 | 709 |
| Lamps Plus | 1976 | $500.0M | 1,500 | 10 |
| Tower Records | 1960 | - | 3,000 | - |
| Perry Ellis International | 1967 | $863.9M | 1,930 | 102 |
| Hugo Boss | 1924 | $2.0M | 14 | 201 |
| San Antonio Shoemakers | 1976 | $410.0M | 3,000 | 71 |
| Jones New York | - | $1.0M | 7 | - |
| Mikasa | 1936 | $50.5M | 139 | - |
| AmAppInc | 1987 | $608.9M | 8,000 | - |
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Strand Book Store may also be known as or be related to Strand Book Store, Strand Books and Strand Bookstore.