Schuler Books & Music
Schuler Books & Music is an independent Michigan bookseller offering new and used books, gifts, magazines, print-on-demand services, author events, and cafés.
Last updated August 25, 2026
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Overview
Schuler Books & Music is an independent bookstore business based in Michigan, United States. Founded in 1982 by Bill and Cecile Fehsenfeld, the company developed from a single Grand Rapids bookstore into a regional bookselling chain with locations in Grand Rapids, Okemos, Ann Arbor, and West Bloomfield. Its retail offer extends beyond conventional new-book sales: Schuler stores have carried used books, magazines, music, gifts, and other lifestyle merchandise, while selected locations have included cafés and spaces for community events. The company began at a Grand Rapids location on 28th Street. The original shop focused primarily on new books and newspapers and did not initially contain a full café, although it served espresso drinks from a kiosk. In 1995, Schuler moved to a substantially larger site nearby. The expanded store introduced The Chapbook Café and broadened the business's merchandise and service mix, helping establish the bookstore as a destination rather than only a point of sale for books. Schuler expanded beyond Grand Rapids in 1990 by opening an Okemos store in the Lansing area. That operation moved to Meridian Mall in 2001, where it remains one of the company's active locations. The chain also experimented with additional regional stores, including an Eastwood Towne Center location that opened in 2002, a Walker store opened in 2003, and a downtown Grand Rapids site opened in 2007. Those locations later closed, reflecting the company's ongoing adjustment of its physical-store network. The Eastwood store closed in February 2018 after a reported rent dispute, and approximately 6,000 used books from its inventory were donated to the Friends of the East Lansing Public Library. Technology became another part of Schuler's differentiation in 2009, when the company acquired an Espresso Book Machine and began providing print-on-demand book services. This capability allowed the retailer to offer books produced in-store or on demand, complementing its stocked inventory and reinforcing its role as a broader literary-services business. In 2014, Schuler acquired Nicola's Books in Ann Arbor. The Ann Arbor store retained the Nicola's name for several years before being rebranded as Schuler in July 2022. Schuler also acquired an adjoining storefront for an expansion intended to increase the location's retail capacity. The company subsequently announced an entry into the Detroit metropolitan market, opening a West Bloomfield store in May 2023. Schuler's current model combines independent-bookstore curation with the amenities and community functions associated with larger destination retailers. Its stores sell new and used books and commonly feature gifts, magazines, event areas, and café offerings, while the business's print-on-demand service adds a specialized production capability. The company remains concentrated in Michigan and is privately held, with no public-market ticker identified in the available reference material.
History
Schuler Books & Music was established in 1982 by Bill and Cecile Fehsenfeld, who had met while working at a bookstore in Ann Arbor. Bill later worked for Borders before the couple opened Schuler's first store on 28th Street in Grand Rapids. The initial business concentrated on new books and newspapers. Although it did not have a full café, it offered espresso drinks through a kiosk cart. The company entered the Lansing-area market in 1990 with a store in Okemos. In 1995, Schuler replaced its original Grand Rapids shop with a larger store a few blocks west on 28th Street. The new location expanded the assortment and added The Chapbook Café, creating a more destination-oriented bookstore experience. The company later moved its Okemos operation to Meridian Mall in 2001. Schuler continued to test new locations during the 2000s. It opened a second Lansing-area store at Eastwood Towne Center in 2002, a Walker location in 2003, and a downtown Grand Rapids store in part of the former Steketee's department store in 2007. The downtown Grand Rapids site closed in 2013, the Walker store closed in 2014, and the Eastwood store closed in 2018. The Eastwood closure was reportedly connected to a rent dispute. Afterward, about 6,000 used books from the store were donated to the Friends of the East Lansing Public Library. In 2009, Schuler acquired an Espresso Book Machine and began offering print-on-demand books. The service expanded the company's role beyond stocking and selling books by enabling production of certain titles on demand. A major acquisition occurred in 2014, when Schuler purchased Nicola's Books in Ann Arbor. The acquired store continued operating under the Nicola's name until July 2022, when it was rebranded as Schuler. Schuler also acquired an adjacent storefront and planned an expansion of the Ann Arbor operation. In August 2022, the company announced plans to enter the Detroit market through a West Bloomfield store. That location opened in May 2023. The current network consists of stores in Grand Rapids, Okemos, Ann Arbor, and West Bloomfield. Across its locations, Schuler offers new and used books alongside gifts, magazines, event spaces, café services, and other bookstore-related merchandise and services.
- 2023
West Bloomfield store opens
[1]Schuler opened its first reported location in the Detroit metropolitan market in West Bloomfield in May.
- 2022
Ann Arbor store adopts the Schuler name
[1]The former Nicola's Books location was rebranded as Schuler in July.
- 2018
Eastwood store closes
[1]The Eastwood Towne Center location closed, and part of its used-book inventory was donated to a local library-support organization.
- 2014
Nicola's Books acquired
[1]Schuler acquired the Ann Arbor independent bookstore Nicola's Books.
- 2009
Print-on-demand service begins
[1]Schuler acquired an Espresso Book Machine and began offering print-on-demand books.
- 2007
Downtown Grand Rapids store opens
[1]Schuler opened a location in downtown Grand Rapids in part of the former Steketee's department store.
- 2003
Walker location opens
[1]The company opened a second Grand Rapids-area location in Walker.
- 2002
Eastwood Towne Center location opens
[1]Schuler opened a second Lansing-area location at Eastwood Towne Center.
- 2001
Okemos store moves to Meridian Mall
[1]The Lansing-area operation relocated from Okemos Road to Meridian Mall.
- 1995
Larger Grand Rapids store opens
[1]A larger 28th Street location opened and introduced The Chapbook Café along with expanded merchandise, including music.
Products and positioning
A community-oriented independent bookseller that combines curated new and used books with gifts, magazines, cafés, events, and specialized print-on-demand services.
Books · 1982
New books
New books form the core of Schuler's retail assortment. The company began as a predominantly new-book and newspaper seller and continues to operate as a general-interest independent bookstore, with titles supported by in-store discovery, events, and related merchandise.
Books
Used books
Used books are an important part of Schuler's broader bookstore offer. They provide customers with additional price and selection options and have appeared across the company's store network, including the inventory donated after the Eastwood location closed.
Bookstore merchandise
Gifts and magazines
Schuler stores supplement books with gifts, magazines, and other bookstore-related merchandise. This assortment broadens the stores' appeal beyond readers seeking a specific title and supports their role as community retail destinations.
Publishing and retail services · 2009
Print-on-demand books
Beginning in 2009, Schuler offered print-on-demand services after acquiring an Espresso Book Machine. The service enables selected books to be produced on demand rather than relying solely on copies held in regular store inventory.
Food and beverage · 1995
Café services
Café offerings are part of Schuler's destination-store format. The larger 1995 Grand Rapids store introduced The Chapbook Café, following the espresso kiosk service available at the original location.
Brand decisions
2022
Enter the Detroit metropolitan marketStrategyBackground
Schuler announced an expansion beyond its established Grand Rapids, Lansing-area, and Ann Arbor locations.
Action taken
The company announced plans for a new store in West Bloomfield.
Aftermath
The West Bloomfield location opened in May 2023.
2014
Acquire Nicola's BooksM&ABackground
Schuler expanded its presence in the Ann Arbor bookstore market.
Action taken
The company acquired Nicola's Books and continued operating the store under its established name for several years.
Aftermath
The Ann Arbor location was later expanded and rebranded as Schuler in July 2022.
2009
Add print-on-demand capabilityStrategyBackground
Schuler sought to extend its bookstore services beyond conventional stocked inventory.
Action taken
The company acquired an Espresso Book Machine and began offering print-on-demand books.
Aftermath
The acquisition added an in-store book-production service to Schuler's retail model.
Recent events
- 2023
West Bloomfield Schuler Books location opens[1]
Other
The planned West Bloomfield store opened in May 2023.
- 2022
Schuler Books announces expansion into the Detroit market[1]
Other
Schuler announced plans to open a store in West Bloomfield, extending its Michigan retail presence into the Detroit metropolitan area.
- 2022
Nicola's Books is rebranded as Schuler[1]
M&A · Other
The Ann Arbor bookstore acquired by Schuler in 2014 changed its customer-facing name from Nicola's Books to Schuler in July 2022.
- 2018
Schuler closes Eastwood Towne Center location[1]
Other
The Eastwood Towne Center store closed on February 3, 2018. The closure was reportedly associated with a rent dispute, and thousands of used books were donated to the Friends of the East Lansing Public Library.
Sources1 sources
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