Finland’s largest online used bookstore opens first physical location in Kuopio

Finlandia Kirja, the Nordic region’s largest online antiquarian bookseller, has opened its first permanent physical sales point in Kuopio, marking a shift from digital-only operations, reports Yle.

The company has established a dedicated section within Bella-Kirppis, a secondhand chain store that launched in mid-March in Kuopio. The move aims to attract new customers and test in-person sales in a flea market setting. According to Finlandia Kirja CEO Matti Pietilä, the initial results are promising, with roughly 1,000 books sold in under a month.

“We also want to see how people discover books when the sales point is specifically located in a flea market,” Pietilä said. The collaboration with Bella-Kirppis will expand to other locations, with the next Finlandia Kirja section set to open in Kouvola in May. Bella-Kirppis CEO Mikko Paavola noted that used books are growing in popularity, with shelves often resembling a library due to high turnover.

The trend aligns with broader interest in secondhand books, driven partly by social media. Pietilä observed that platforms like TikTok and Instagram—where “booktokers” and book influencers share recommendations—have sparked renewed interest in reading among younger generations. “The appreciation for used books has risen,” he said, adding that Finlandia Kirja acquires stock through private sales, estate liquidations, and partnerships with libraries to extend books’ lifecycles.

Local residents like Saija Mononen and Mimmi Nurmi, who visited the new section with their infants, praised the diverse selection, though Mononen noted a lack of board books for babies. Both women had previously purchased used children’s books online, particularly phonetic titles for early readers. Meanwhile, 18-year-old Henrik Viitamäki, a fan of translated and classic literature, browsed the offerings but left without a purchase.

Finlandia Kirja, headquartered in Lahti, plans to recycle unsellable books as insulation material, reinforcing its circular-economy approach. The company’s physical expansion reflects a strategic pivot to blend online and offline retail amid rising demand for pre-owned books.