About Us

Our Story

Once Upon a Time Books was founded in 1999 with a simple but powerful idea: books should be accessible, affordable, and cherished, no matter where they come from or where they’re going next. What began in a garage has grown into a multi-location, family-owned bookstore business serving Northwest Arkansas and communities across the state.

I’d like to add some historic photos here. Maybe some of Greg & Cilinda?

A Family-Owned Beginning

In 1999, Greg and Cilinda Giezentanner launched their business right out of their garage. They started by selling books on eBay, which was a newer platform itself, and built early expertise in the book market. As some of the first sellers on the platform, Greg and Cilinda began establishing Once Upon a Time Books as a quality and trustworthy business.

From there, this family-run operation grew into a used bookstore business with five unique ways to shop for books: a family retail store in Tontitown, a family retail store in Bentonville, a children’s store in Fayetteville, a Bookmobile that goes wherever readers are, and an online store with 350,000 items that are completely different from retail stores.

Since the beginning, Greg’s love of books and Cilinda’s entrepreneurial spirit have been the heart of the business, turning a simple dream into a multi-location bookstore business serving Arkansas communities.

1999: The Beginning

Once Upon a Time Books was created by Greg and Cilinda right from their garage. They sold books on eBay and become early experts of the online book world, which helped build a credible image for the business.

Finding Room to Grow

As demand grew, they moved from the garage into larger spaces and warehouses to keep up with the growing community of book lovers and remain committed to quality and affordable books.

Warehouse & Online Growth

Once Upon a Time Books expanded into a warehouse operation that holds thousands of books. This expansion allowed them to serve readers across the country.

2016: First Retail Store, Tontitown

The flagship store in Tontitown became the heart of the retail operations, offering a wide range of titles. Today, this store holds children’s books, fiction and non-fiction, romance, classics, media, and so much more.

2020: Expanding to Bentonville

The Bentonville store introduced a boutique bookshop to downtown Bentonville. This location specializes in rare and collectible books, and is home to the Book Vault.

2024: Expanding to Fayetteville

The Fayetteville location was created with a focus on offering children’s and young adult titles. The immersive space has cozy seating, a special event room, and a dedicated storytime stage.

More Than Just a Bookstore

Once Upon a Time Books has always believed books belong in the hands of everyone. Programs and initiatives like The Great Arkansas Book Giveaway, book fairs, and the Bookmobile help ensure that every child and family in Arkansas has a book of their own.

Why This Business Matters to Us

At Once Upon a Time Books, we have always believed in doing something more than just selling books. Through our journey, we have loved and appreciated seeing children pick out their books, watching families afford to build libraries in their homes, and understanding that easy access to books can truly change a life.

To our family, Once Upon a Time Books represents:

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the belief that all children should have access to books at home

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the idea of choosing your own book matters

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the thought that stories help connect generations and build stronger communities

Looking Ahead

What all started in a garage has flourished into multi-location bookstore business, but remains a family-run operation focused on community and the love of books. We’ve connected with so many of you in our community whether you were shopping in one of our three retail stores, browsing online, or partnering with us through our programs. Our story of giving books new life began in 1999, and we are excited to see what the next chapters for us hold as we continue to strive for affordable, high-quality books for everyone.