Pulp’s Bordeaux Team Explains the Challenges of Running an American Comic Book Shop Outside the US

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Last year, ComicBook started interviewing local comic book shops – those fantastic hubs for fans like us. This week, as part of our ‘ComicBook Shop Talk’ series, I spoke with the team at Pulp’s Bordeaux to give you a look at the comic book scene in Europe. While the European market differs from the US, Pulp’s operates like a classic American comic shop, offering both French and English versions of weekly releases. There are several Pulp’s locations throughout France, all working together to get comics to customers on the same day as the US, but Pulp’s Bordeaux is the only one located outside of Paris. In this interview, Pulp’s Bordeaux manager Bruno Cosnier and librarian Lisa Heboyan discuss the challenges and rewards of running an American-style store in France, and share their valuable perspectives on the comic book industry.

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Pulp’s Bordeaux

Website: pulps.fr Email: pulps.bordeaux@gmail.com
Address: 56 Rue du Loup, 33000 Bordeaux, France Instagram: @pulpsbordeaux
Phone number: +33 9 86 29 42 31

Pulp’s Bordeaux Origin Story

Marco Vito: Thanks for taking the time to speak with us. To begin, could you tell us about your experience at Pulp’s Bordeaux? How long have you been working there, and how did you get started?

Bruno says the shop first opened in September 2012, making this year its 14th anniversary. He joined the team in the beginning to manage the comics section. From day one, the shop has always offered both comics and related items, creating a well-rounded experience for customers.

I stumbled into this line of work unexpectedly. My background is actually in science – I have a PhD in genetics – and I was job searching at the time. I was facing some career challenges and things were a bit complicated. I was trying to broaden my research while also pursuing a hobby: making podcasts about comics with friends. We’d meet weekly to discuss new American comic releases, so we had a pretty good understanding of the industry.

I stumbled into this job when a local comic shop was hiring someone with my knowledge. It was a risk, but after 14 years, I’m so glad I took it! I genuinely love helping people discover comics and sharing what we have. Over the years, the shop has changed a lot, but we’ve successfully reached a wider audience and grown our customer base.

Marco Vito: And how did you become passionate about comic books?

I’ve always loved comics, but my interests have changed over time. As a teen, I was really into manga, and I also read some Franco-Belgian comics. Then, in the early 2000s, I rediscovered American comics through the work of Brian Michael Bendis, particularly his Avengers and Ultimate Spider-Man series. Talking about comics with other fans always makes me want to explore even more, and eventually, I found a way to work in the industry, which has been incredibly rewarding.

Managing an American Comic Book Shop in France

Marco Vito observed that France has a particularly vibrant scene for skilled trades, graphic novels, and Franco-Belgian comics. He noted that Pulp differs from many other comic shops with its emphasis on American comics, offering both translated versions and original English releases. He then asked about how the business is doing and what the shop owner thinks of their customers.

When we opened the shop, we wanted to continue offering American comics in English, just like the previous store did. The shop before us, called L’Antre du Dragon, focused on role-playing games but also sold a small selection of comics and manga – including some original English versions. They already had customers who could read English, and we wanted to build on that. Our plan was to really expand the comic selection, offering both more English titles and all the French versions as well.

We partnered with Pulp’s, a well-known and long-standing comic shop in Paris that’s been around for over 25 years. They also import comics, which allowed us – and other French comic shops – to easily get English versions directly from the US. It’s difficult for individual shops to import directly because setting up accounts, getting discounts, and handling customs can be complicated and risky.

In France, booksellers are protected by a law often called the “law of the book.” This allows them to buy books and return any unsold copies for a refund, which they can then use to purchase other titles. It also ensures that books are sold at a fixed price throughout the country. This system doesn’t exist in the United States, or it’s quite different. While this law offers some protection, it doesn’t eliminate all risks for booksellers. However, things are very different with American comics, which are imported. We can’t return them for credit, though we can sometimes get exchanges or credit for damaged copies. But returning large quantities of comics to get credit isn’t something we can do.

From the beginning, our plan was to provide more English copies so we could reach a wider audience.

I really love this store. While I do read DC and Marvel comics, I prefer independent titles from publishers like Image, Boom!, and Mad Cave. I’m happy to find those here, often in the original editions. I was just here last week and noticed you already have the first collected volume of Exquisite Corps.

From the beginning, we really aimed to capitalize on what felt like a growing excitement for comics. We launched at a perfect time, right as titles like Black Science and Saga were exploding onto the scene. Those books were massive, both for readers already following English-language comics and later when they were translated into French. It proved there was a real hunger for independent comics here, and that’s what we wanted to tap into – finding those amazing, undiscovered stories.

Offering English versions of games is a bit of a gamble, as we’re not always sure there’s enough demand to justify it. However, many indie titles aren’t translated into French at all, and we want to make them available to players who are happy to read them in English. While popular games, both indie and from major publishers, eventually get translated, there’s often a significant delay – sometimes six months to two years. We know that staying up-to-date is important, especially with social media and spoilers, and many players prefer to read games in English to avoid waiting for the French translation and stay current with the latest developments.

While it’s not our biggest audience – most of our readers prefer French – around 30 to 40 percent of those who buy our comics choose the original language version. That’s a surprisingly large portion of our customer base.

You know, as a movie lover, it’s been fascinating watching how the industry is shifting. We were chatting before we started recording about things like Amazon letting folks watch new releases at home. It makes you wonder – do I still have a core group of moviegoers who prefer the cinema experience, or are they all opting for the convenience of streaming now? I’m really curious to see how things are going with that balance – how many are still choosing to come out to the theater.

Our shop specializes in American comics, though we used to carry some manga. We had to focus on American titles due to limited space, occasionally offering Franco-Belgian comics as well. Shops like ours are rare in France, mostly found in larger cities—there are probably around 10 that primarily sell American comics in their original English versions, maybe a few more. This specialization has earned us a loyal customer base who have been coming to us for over 14 years, which is fantastic.

The French market is very competitive, especially in Bordeaux, which has many large and popular bookstores like Mollat. To stand out, we focus on offering a wide selection of American comics to meet customer demand. We also host events – we were one of the first stores in Bordeaux to participate in Free Comic Book Day, and it’s been a successful event for us ever since we started it 14 years ago. It’s really grown over time and become well-known.

Over the years, we’ve hosted many artist signings at the shop, including some well-known names like Humberto Ramos, Tim Sale, and Matteo Scalera. These events were always a big draw. While it’s often harder to arrange signings with American comic creators who live abroad – compared to French and Belgian artists – we always make an effort to bring creators in to meet fans. We’re fortunate to work with Pulp in Paris, who help us find artists who are available and can even arrange interviews. Last year, we were thrilled to host Kevin Nowlan, who was visiting Paris at the time.

We use events and social media to showcase our work and attract visitors – it’s key to letting people know what we offer. This has helped us become well-known in Bordeaux, and we’re optimistic about the future.

Also, we’re expanding our publishing house, Pulp, to specialize in French translations.

Our Parisian comic shop gives us a real edge, especially with our online store, which is very successful. We partner with publishers to create special French-language editions of comics. For instance, we’re getting an Absolute Batman edition this week with a cover exclusive to our shop. It’s similar to how exclusive variant comics are offered in the US. Pulp, our Paris location, is large enough to occasionally offer special English-language editions with unique covers, too – usually once or twice a year. We really focus on offering unique items you won’t find anywhere else, and it’s been working well.

The American Comic Books That Are Popular in France

Marco Vito asked about my current reading habits, what I’m reading at the moment, and what topics I find most engaging.

Lisa: Aside from Absolute Batman! Absolute Batman doesn’t count! [Lisa jests]

Last year felt exceptionally good for comics, especially considering the previous few years were tough. Before 2024, major releases were scarce, and both Marvel and DC seemed to be struggling to find their direction. But then we saw a real turnaround, with Marvel’s Ultimate line making a strong comeback and the Absolute line proving very successful. I often joked last year that these titles were what kept comic shops afloat, both in the US and in France, and I truly believe they made a significant difference.

Marco Vito: I think we all agree.

I really love the titles we’ve been working on, especially revisiting the original Ultimate line – I’ve always been a fan! Knowing Jonathan Hickman was involved also made me excited. We’re almost finished now, and while it’s had its moments, it’s been a great experience overall. And the Absolute editions? They’re fantastic – we absolutely love them and treat them like sacred texts!

I’m really impressed with what Image Comics is doing with the Energon universe right now. We have a dedicated Transformers fan community here in Bordeaux who are passionate about this world. They’ve built a really interconnected franchise with lots of crossovers – things like G.I. Joe and Void Rivals are all part of it, which is amazing. It’s become very popular with our English-language subscribers. We even ran a competition to design a *Transformersthemed window display with Urban Comics, the French publisher of Image titles. It got a lot of attention, and we hosted a signing event with a special edition comic.

I’m genuinely thrilled about this project! I’d love to see it gain more traction in France, though it still feels a little tied to American franchises like G.I. Joe. Transformers is doing really well, but G.I. Joe hasn’t quite reached the same heights. I’m curious to see if bringing the two properties closer together will boost things. And I’m especially excited about the rumored animated series – I’ve heard they’re developing an adaptation, which could be fantastic!

Marco Vito: Yes, it will be an animated series with both.

That sounds fantastic, I’m definitely on board! And, a new Transformers comic comes out this week – it’s the first thing I grab. I always read it right away.

Marco Vito:  What about you, Lisa? 

Lisa: In French or in the original version? 

Marco Vito: A bit of everything, if you will.

I’ve been enjoying some French comics lately. I especially liked the Deluxe edition of Doctor Strange. Another favorite was the hardcover edition of Daredevil: Cold Day in Hell. We actually got a special Pulp edition with a cover by Gabriele Dell’Otto, and it was signed! It was a really good standalone story featuring an older Daredevil returning to a deserted Hell’s Kitchen. I thought both were excellent.

Bruno mentioned the French edition is exceptionally well-made, noting its beautiful design and cloth spine, and he doesn’t know of any similar books in America.

I typically collect books in their original languages. However, I occasionally come across French editions that are very appealing.

Lisa: And besides, it arrived just before Christmas. So, it was perfect timing.

So, when it comes to fun, guilty pleasures, I’m really enjoying the show DC K.O. – it’s seriously funny! I’m curious to see how the story wraps up. On the indie comic side, we’re big fans of Álvaro Martínez Bueno. He actually visited our shop recently – he lives nearby in San Sebastián, I think. We recognized him from previous visits and were able to get him to sign copies of The Nice House on the Lake. He’s represented by The Green Room, an agency with a lot of incredibly talented Spanish artists. There’s a real boom in amazing Spanish comic book artists right now, and we’re hoping to host some of them at our shop, given how close we are to Spain.

Lisa: For me [when it comes to indie favorites], it’s Phantom Road. 

Bruno: Yes, Phantom Road is great.

I’m really enjoying this independent comic book series! It’s being released gradually, but the quality is fantastic. I quickly read the first three collections and can’t wait for the next one.

Bruno mentioned that among the notable titles and creators gaining attention this year, he particularly appreciates the work of Tom King.

Lisa: Yes, me too! 

Bruno: His Supergirl: Woman of Tomorrow is really great. With a Brazilian artist, I think.

Lisa: Yes, that’s it, Bilquis Evely.

Bruno thinks she’s incredibly talented and is hoping to see some new work from her soon, as it’s been a while. He particularly enjoyed Helen of Wyndhorn, calling it a standout success. He also believes the Supergirl movie could help bring more attention back to DC comics and characters.

Before we wrap up, I’m curious to hear why you think comic book stores like Pulp’s are important.

We already have a lot of bookstores in Bordeaux specializing in Franco-Belgian comics, so a store dedicated to American comics would add variety to the local book market and make those titles available to French readers.

While comics are popular worldwide, the American market is still relatively small, making up only about 2% of the total. Plus, American comics are taking up less and less space in stores like FNAC. That’s why customers appreciate having a place like Pulp’s that carries and values these comics. It’s also become a community hub – I have customers who’ve been coming here since I opened, and I see many of them every week. There’s a strong social element to what we do.

Things aren’t always easy, though. The book market is competitive, and sales fluctuate. We’re lucky to have other products we sell, which help when book sales are slow and allow us to reach more people. We’re proud our shop attracts a diverse crowd. Comic shops are often seen as being for mostly male, geeky fans, but we welcome everyone. Some customers initially come for toys and then discover comics – they might find something for their son, husband, or even themselves!

I totally get that! It’s funny how everyone has their thing. When I go with my girlfriend, I always head straight for the comics section while she spends ages looking at all the Pokémon stuff. It works out perfectly – we both get to enjoy what we love!

Lisa: And then there’s also a growing female audience interested in comics. 

Bruno: Yeah, that’s something we’ve been feeling in recent years. And that’s great.

What keeps us going is the sheer enjoyment of the work. It’s truly a fascinating job, and we’re driven by a genuine love for it. After more than 14 years, I still get excited every week when I receive and get to preview new books shipped from the United States. I eagerly dive into each new release.

Lisa: Yes, we all do!

It’s enjoyable to see the book covers and check for any damage upon arrival. I’ve noticed American books consistently arrive in better condition than French ones. We seem to have more issues with damaged French books, likely because they aren’t packaged as well when shipped by our French delivery service. Luckily, that’s not usually the case with American books.

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2026-02-18 22:48