Vroman’s Bookstore, a Pasadena institution for more than a century, and its West Hollywood sibling, Book Soup, are now under new management. The change marks the end of over 100 years of ownership by the Sheldon family, a significant transition for two of Southern California's most recognized independent bookstores.
The search for new ownership began earlier in 2024, following more than five decades of leadership by Joel Sheldon. According to an announcement from the bookstore, the primary goal in finding a successor was to identify someone deeply rooted in the community, with a genuine desire to uphold Vroman’s long legacy in Pasadena and Book Soup’s 50-year history in West Hollywood as independent businesses.
That search has concluded with the identification of Robert Hoffman and his family as the new owners. Hoffman, a familiar name to those who know the region, grew up in the San Gabriel Valley. His ties to Vroman's stretch back to his childhood, when he would visit the store with his mother. The bookstore highlighted that Hoffman represents the fourth of five generations of his family to have connections to the local community.
Despite spending the past 38 years working in Washington, D.C., Hoffman maintained his connection to Vroman's, continuing to be a customer during visits to family and friends in Southern California. The announcement from the bookstore detailed that Hoffman understands the community, possesses a passion for independent bookstores, and brings a background that can support and advance the evolution and growth of Vroman’s. This blend of local history and relevant experience was a key factor in the selection process.
Hoffman's immediate intentions are centered on continuity. The bookstore emphasized that he plans to preserve the established ties Vroman's and Book Soup have with their communities, their dedicated employees, and their business partners. According to the bookstore, Robert is committed to maintaining the unique qualities of Vroman's, including its community connections, its staff, its partnerships, and its relationships with all patrons.
For customers of both Vroman's in Pasadena and Book Soup in West Hollywood, operations are expected to continue without interruption as the new ownership settles in. The bookstore indicated that while Hoffman gets acclimated to his new role, current operations will continue as usual. Opportunities for patrons and community members to meet Robert Hoffman will be shared in the coming months, offering a chance for locals to connect with the new leadership of these beloved literary landmarks. The bookstore expressed enthusiasm for this transition, stating, "We are excited to begin our next chapter with Robert’s leadership."
