Undaunted by the challenge of the economic downturn, a wave of newcomers to the industry is ringing the bell for Christian retailing.

Among those bringing a new face to the industry is a Canadian trio whose made-over Bell Tower Books is trying to reach beyond traditional evangelical circles by opening up a lounge to the local arts community and carrying some popular general market titles like those featured on Oprah Winfrey's TV show.

"God is sending in fresh recruits, charging up the whole team like in a basketball game," said CBA President Bill Anderson of the industry's new arrivals, reporting an average of 15 new trade association members a month. "One of the main characteristics I observe is their conviction that God has called them. They have a realistic sense of optimism, and a sense of need for more Christian retail stores."

Leading the way at Bell Tower Books is Dave Sohnchen, who was manager of the former Christian Publications outlet in Kelowna, British Columbia, that was bought out by Jim and June Brown last year.

The 4,000-square-foot store celebrated a grand re-opening in March, unveiling The Belfry--an informal upstairs meeting area where "bell ringers" who pay a $60 annual subscription can meet and borrow books and other resources, supplied by the store's management team, free of charge.

"I knew that things needed to change somewhat in terms of how we did business," said Sohnchen, whose store's new mission statement is summed up as CHIME-communal, holistic, integrated, missional, engaging. "We are trying to engage our culture," he said.

Read the full report in the May 5 issue of Christian Retailing.

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