Walk into the Mall at Short Hills and you’re usually met with the hushed, expensive hum of Prada, Gucci, and Saint Laurent. It’s high-end. It’s polished. But then you hit the second level, near the Macy’s wing, and things feel... different. There’s a massive sign for Indigo Short Hills Mall, and if you aren’t from Canada, you might just think it’s another Barnes & Noble clone.
You’d be wrong.
Indigo is essentially a cultural export that shouldn't work on paper. In an era where physical retail is supposedly dying and Amazon owns the book market, this Canadian giant decided to plant its flag in one of the most affluent zip codes in America. It’s not just a bookstore. It’s what CEO Heather Reisman famously calls a "cultural department store." Honestly, it feels more like a curated living room than a retail chain.
What is Indigo Short Hills Mall anyway?
If you’ve spent any time in Toronto or Vancouver, Indigo is ubiquitous. It’s the place where you go for a birthday gift, a latte, and a hardback thriller. When they opened the Indigo Short Hills Mall location—their first-ever full-scale US flagship—it was a massive gamble.
They didn't just bring books. They brought "wellness" and "home" and "lifestyle" in a way that feels organic rather than tacked on. Most bookstores have a sad little shelf of mugs and maybe some journals. Indigo has entire "shop-in-shops." You’ve got the Joy of the Table section for high-end kitchenware and The Wellness Shop for weighted blankets and essential oils. It’s basically the physical manifestation of a lifestyle aesthetic that focuses on "The Life, Well Lived."
The space is huge. We’re talking 30,000 square feet. Because it's New Jersey, and specifically Short Hills, the competition is fierce. You aren't just competing with other bookstores; you're competing for the time of people who could be at Nordstrom or Neiman Marcus.
The Heather Reisman Factor
You can't talk about this store without mentioning Heather Reisman. She’s the force behind "Heather’s Picks." Those little gold stickers on books? They actually move the needle in the publishing industry. In the Short Hills location, these picks are front and center. It’s a curated experience.
Think about it.
Most algorithms suggest books based on what you bought. Heather’s Picks suggest books based on what you might feel. It’s a human touch in a digital-first world. That’s why people still flock to the Indigo Short Hills Mall despite having Kindles in their pockets. There is a specific kind of magic in browsing a physical shelf where the curation feels intentional, not mathematical.
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Why this location is a weirdly perfect fit
Short Hills is a specific vibe. It’s affluent, yes, but it’s also a hub for families who value education and "the finer things." Indigo fits right in because it doesn't feel "big box." Even though it’s a massive corporation, the Short Hills store uses warm wood, soft lighting, and distinct "rooms" to make it feel smaller.
Not your average kids' section
The IndigoKids area in the Short Hills mall is a beast of its own. It’s not just a row of Dr. Seuss. It’s organized by developmental stages. They have a baby boutique. They have American Girl dolls. They have STEM toys that don't look like cheap plastic.
For parents in Millburn, Chatham, or Summit, it’s become a default Saturday morning destination. You get your coffee (there’s a Starbucks right there, obviously), you let the kids roam the toy section, and you actually get to look at a cookbook for five minutes. It’s a survival strategy for suburban parents.
The "Cultural Department Store" Reality Check
Is it perfect? No. Some people find the "lifestyle" aspect distracting. If you’re a hardcore bibliophile who wants floor-to-ceiling stacks and the smell of old paper, the Indigo Short Hills Mall might feel a bit too "lifestyle-y" for you. It’s bright. It’s modern. It sells pillows.
But here’s the thing: those pillows pay for the books.
The retail reality is that books have thin margins. By selling a $40 candle or a $100 cashmere throw alongside a $28 hardcover, Indigo creates a sustainable business model that keeps a physical bookstore open in an expensive mall.
The Paper and Stationery Obsession
One thing they do better than almost anyone is paper. If you’re into journaling or high-end planners, the stationery section here is dangerous for your wallet. They carry brands like Moleskine and Leuchtturm1917, but also their own proprietary designs that you can't find anywhere else in the States.
It’s about the "analog life."
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In a world of Zoom calls and blue light, Indigo sells the idea of unplugging. That’s their whole brand. Whether it’s a physical book, a puzzle, or a teapot, everything in the Indigo Short Hills Mall is designed to pull you away from a screen.
The Logistics: Getting There and Staying Late
The Mall at Short Hills is located right off Route 24 and JFK Parkway. It’s easy to get to, but parking on a Saturday is a nightmare. Pro tip: Park in the deck near Macy’s. Indigo is located on the second floor, and that entrance puts you almost right at their doorstep.
The store hours typically follow the mall's schedule, usually 10:00 AM to 8:00 PM or 9:00 PM. But check the mall's website because holiday hours in Short Hills are a whole different animal.
What about the "American Girl" shop?
Yes, there is a dedicated American Girl boutique inside. For a long time, the only way to get the American Girl experience was the massive store in Rockefeller Center. Having a curated version in the Indigo Short Hills Mall is a massive draw for local families. It’s smaller, sure, but it has the essentials and the latest dolls, which saves a trip into Manhattan.
Is Indigo better than Barnes & Noble?
It’s a different beast. Barnes & Noble has undergone a massive "book-first" redesign lately under James Daunt. It’s great. But Indigo is more "experience-first."
If you want to find an obscure philosophy text, you might have better luck at a massive B&N. But if you want to find a gift for someone who "likes to read but also loves interior design," Indigo wins every single time.
The Indigo Short Hills Mall experience is about the vibe. It’s about the scent of the candles mixing with the smell of new books. It’s about the heavy weight of the gift wrap they use. It’s a sensory experience that Amazon simply cannot replicate.
Real Talk: The Prices
Look, it’s Short Hills. It’s not a discount warehouse. You’re going to pay MSRP for books. The home goods are premium. You aren't going here for a bargain; you're going for the curation. However, if you join their "plum" rewards program, you can actually snag some decent deals. They have a free tier and a paid tier (plum+). If you’re a local and you buy more than two hardcovers a year, the paid tier usually pays for itself in discounts and free shipping on their online store.
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The Future of Indigo in the US
The Short Hills location was the pioneer. It was the test case to see if Americans would embrace a Canadian bookstore model. While the company has had its ups and downs (including a massive cyberattack on their Canadian systems a while back and leadership changes), the Short Hills store remains a flagship for the brand’s identity.
It proves that people still want to touch things.
They want to flip through pages.
They want to see how a throw blanket feels against their skin.
The Indigo Short Hills Mall isn't just surviving; it’s a cornerstone of the mall’s modern identity. It fills the gap left by old-school department stores by offering a "curated life" rather than just a rack of clothes.
Practical Tips for your visit:
- Check the Staff Picks: Seriously. The staff at this location actually read. Their handwritten reviews on the shelves are usually spot on.
- The Gift Wrap Station: If you’re buying a gift, use their station. Their paper quality is significantly better than what you’ll find at a drugstore.
- Visit the "Wellness" Nook: Even if you don't buy anything, it’s the most relaxing part of the mall. It’s a good spot to decompress if the crowds get too much.
- Download the App First: Check if there are any "plum" member exclusive offers before you head to the register.
- Don't ignore the Bargain Section: Tucked away, they often have high-quality coffee table books at 50-75% off. These are the "hidden gems" of the store.
When you finish your walk through the Indigo Short Hills Mall, you’ll probably walk out with more than just a book. Maybe it’s a new tea blend, a journal you’ll actually use, or just a slightly better mood. In the high-stakes world of New Jersey retail, that’s a pretty big win.
Go for the books, stay for the cozy atmosphere, and maybe—just maybe—buy that overpriced candle. It probably smells like a library, anyway.
To make the most of your trip, try visiting on a Tuesday or Wednesday morning. The mall is quiet, the shelves are freshly stocked, and you can actually hear yourself think while you browse the "Heather's Picks" wall. If you’re looking for a specific title, use their website to check "In-Store Availability" before you drive out; the system is surprisingly accurate for a brick-and-mortar operation. Finally, if you're a teacher or educator, ask about their specific programs—Indigo has deep roots in supporting literacy that often translate into local community benefits.
Actionable Insights for Your Visit:
- Park in the North Deck: It gives you the fastest access to the second-floor entrance near Macy's.
- Join the Plum Rewards: Even the free version earns points that actually add up if you're a frequent reader.
- Consolidate Gift Shopping: This is the best "one-stop shop" in the mall for birthdays because they cover kids, home, and literature in one go.
- Use the In-Store Kiosks: If a book isn't on the shelf, the kiosks allow you to order it to your home with free shipping (usually) if you're a rewards member.
Indigo Short Hills Mall stands as a testament to the idea that bookstores aren't dying; they're just evolving into something more tactile and curated. It's a must-visit for anyone who still believes in the power of a physical page.