THE STEADY revival of Irish bookseller Hughes & Hughes continues this month with the opening of a “pop-up” store in the Jervis Centre on October 15th.

This suggests some form of temporary outlet but it’s actually the old Waterstone’s book shop, covering two floors, which closed in February. Landlord Paddy McKillen has agreed to let it to Hughes & Hughes for 12 months.

“It’s a flexible arrangement for both parties,” founder Derek Hughes told me this week, adding that the rent being charged is “realistic”.

Steep rents – particularly at Dublin airport – were a major part of the reason why Hughes & Hughes collapsed in the early part of last year.

Hughes has spent the past 18 months rebuilding the business and Jervis is its seventh store.

This time around there is a greater focus on cards and stationery and Hughes has also developed a new in-store concept called Eureka, which involves a branded toys and games section aimed at babies to early teens.

Its being “fully road tested” in its Dundrum and Jervis stores before being expanded next year.

“We’ll be looking for standalone Eureka shops in 2012,” Hughes said confidently.

Hughes said sales are up 8 per cent on last year, which “in the current market is positive”.

Annual revenues are “north” of €6 million and the group is on target to hit break even this year.

As with all bookshops, Christmas will be key to its trading for the year, with December accounting for about a quarter of annual sales.

“Hopefully, the snow will stay away this Christmas,” he said, a sentiment that would be echoed by all retailers here after the disruption caused last year.

“We hope that next year we’ll be able to continue the momentum that we have now.”