Backstory in Balham offers a literary matchmaking service and wine has won London’s Independent Bookshop of the Year, writes Romilly Schulte…
The shop on Balham High Road boasts it sells ‘words and wine’ and has developed into a social and cultural hotspot since opening in 2022. It regularly hosts author events.
Founder Tom Rowley was a journalist at The Economist and The Washington Post, before various lockdowns put him in closer touch with his local community.He said: “all of a sudden I went from living in an airport to feeling like, for the first time, I knew my neighbour’s names. I was a convert to the power for local community. I thought: what can I do that would contribute?
“South London has far fewer bookshops than North London. I always thought that was a great shame. There was huge untapped demand this side of the river, there are a whole bunch of people South of the river who love books and love talking about them,” he added.
The bookshop-bar, which opens late on Thursdays and Fridays, is now a much-loved venue that hosts at least one event a week, including talks with the BBC’s Lyse Doucet and Jeremy Bowen.
“In an age of AI and algorithms, hopefully we are rekindling the magic of human connection. People talk about the decline of reading, but in some ways I think books have never been cooler,” said Tom..
The space’s cafe and bar has become a choice venue for friends meeting up in their area and for a whole host of first dates, according to the founder.
“We’re a team of matchmakers: literary matchmakers, and people meet in our bar!”
“People really do seek us out for advice on their next read. We have a team of six here who are paid to read as part of their day so they always know what to recommend for different types of customers,” he said, adding: “we really try to have our finger on the pulse of new books, but to be always expanding our knowledge of great books that may have been published 20 years ago.”
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The British Book Awards is recognised as ‘the BAFTAs of the book trade’, and judged an array of 76 finalists for the 2026 Independent Bookshop of the Year, with the announcement of the national winner, who will receive an award of £5000, set to be made on the 11 May.
Tom Tivnan, The Bookseller deputy editor, said: “Our record year of submissions speaks to the fine fettle independent bookshops are in despite the myriad challenges small businesses face.”
Talking about winning the regional prize, Rowley said: “We were gobsmacked and delighted, and knew we had to share that with our customers. Until the end of Sunday, we’re offering 10% off everything in the shop, and we’re offering free glasses of fizz when people buy a book. Customers in our Balham community have made Backstory what it is.”
Rowley highlighted how vital the social aspect of reading is to his shop and to the book industry in itself, saying that people are embracing in person interactions whilst engaging in what is often regarded as a solitary activity.
Backstory also aims to bring independent bookselling into the digital realm, and does not underestimate the importance of next-day delivery for non-Balhamites with busy schedules: “anything Jeff Bezos can do, we can do better,” stated Rowley.
