Selected Stories: A London-Inspired Bookshop Finds Its Home in Portland
Posted by kayla.banda | Start the discussion
The Dream Revisited
For years, owning a bookshop felt like a dream that wasn’t quite viable. But for Chris Phillips, founder of Selected Stories, the idea never fully disappeared. During the COVID lockdown, the dream resurfaced. Chris found himself missing his favorite bookshops in London—the thoughtful curation, the atmosphere, the sense of discovery. He began imagining what it would look like to bring that kind of experience to Portland. He didn’t know if it would work. But he knew he would regret it if he didn’t try.
On August 16, 2025, that long-held dream became reality when Selected Stories opened its permanent location at 3360 SE Division Street! Selected Stories is a curated bookshop, intentionally designed around thoughtful selection rather than volume. And now, six months after opening, the shop is building steady momentum and becoming part of the neighborhood fabric.
From Vision to Storefront
When Chris first connected with the PCC Small Business Development Center (SBDC), his biggest question was simple: Is this idea viable?
He enrolled in the Business Builders training program, where he worked through the foundational steps of launching a business:
“The biggest milestone is that my shop is open! There were multiple milestones on the way to this, of course, registering the business, designing my logo and branding, creating a website, setting up accounts with distributors, holding my first pop-up, finding a location and negotiating a lease.”
Within three years of seriously pursuing the idea, Selected Stories opened its doors—a significant accomplishment in Portland’s competitive retail environment.
The Business Builders training program, combined with one-on-one advising, provided structure, accountability, and experienced guidance through each stage of the process.
Six Months In: Building Community
Now six months into operating his storefront, Chris is seeing one of the most meaningful signs of success: repeat customers.
“What I LOVE about my business is definitely my customers. They’re the best,” he shared. “I’m starting to get some repeat visitors, and I’m loving getting to know them.”
In an industry built on connection, those returning visitors represent more than sales. They signal trust, belonging, and the early formation of a loyal customer base.
As the shop moves through its first full year, each season brings new opportunities, from holiday traffic to curated events, and continued growth rooted in thoughtful selection and personal connection.
Support Behind the Scenes
Before working with the PCC SBDC, Chris didn’t have a comprehensive business plan. He is candid about how much more difficult the process would have been without guidance:
“I can’t picture how much harder it would have been to find my way without the PCC SBDC,” he said. “Starting a business on my own, just having someone knowledgeable to bounce ideas off was so useful. I couldn’t have done it without them.”
Through the Business Builders training program and ongoing advising, Chris received support on everything from trademark applications and business registration to lease negotiations and hiring considerations.
“The classes are extremely helpful, and when you factor in the access to ongoing advice, they are extremely good value,” he added. “I would highly recommend it.”
Six months after opening, Selected Stories stands as both a personal milestone and a growing neighborhood destination—proof that with the right preparation, guidance, and persistence, a long-held dream can find its home.
Ready to Ignite Your Entrepreneurial Journey with the PCC SBDC?
Are you ready to embark on your entrepreneurial journey or seeking support to take your small business to new heights? The PCC SBDC is here to help. Reach out to us and let your journey begin. Chris’ story is just one example of the countless success stories our clients have created. Embrace the joy of entrepreneurship and create your unique path to success!
Want to learn more about how the PCC Small Business Development Center can help you start or grow your business?
The Oregon SBDC Network is funded in part through a Cooperative Agreement with the U.S. Small Business Administration. Additional funding is provided by the Oregon Business Development Department, and other private and public partners, with Lane Community College serving as the Network’s lead host institution. SBDC services are provided in a nondiscriminatory way to all legal residents and citizens in the US. Language services are available for limited English proficient individuals.
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