FARGO – After 15 long years of Ferguson Books and More, the local bookshop is continuing its story, with a fresh name and new location.
Now located inside Daily’s Market at 216 Broadway, Fergie’s Bookshops is the new title for the familiar bookstore.
Owner Dane Ferguson said the decision to move, after only
a year in Roberts Alley
, came after years of change in downtown Fargo’s retail and restaurant scene.
“The alley spot was an opportunity we took advantage of,” Ferguson said. “We’re glad we were there… but downtown Fargo has just seen so much change. What we had for traffic started to dwindle as you start to take away restaurant after restaurant. It would’ve been difficult to last another winter where we were.”
Leaving Roberts Alley, even though not far in distance, was a work in progress. Ferguson said the new space in Daily’s Market will provide an increase in foot traffic and must-need visibility— and energy.
“People are really loving the flow, loving the synergy between Daily’s Market and the book shop,” he said. “It’s been really nice to be on Broadway, really, to be honest with you.”
Ferguson’s Books’ final day was Oct. 11, with a soft opening for Fergie’s only a few days later on Oct. 15.
Ferguson Books moved into Daily’s market on Broadway and is now called Fergie’s Bookshops. The convenience store now has book aisles and window displays like this one, as seen on Thursday, Oct. 16, 2025, in downtown Fargo.
Chris Flynn / The Forum
The partnership with Daily’s Market represents more than just a shared space on Broadway. The two businesses are working together on staffing, cross-promoting and product synergy.
“They’ve got a lot of these cool niche gift items that you can get,” Ferguson said. “You can look at books one minute and look at some cool gifts another. It’s a great way to allocate resources and add value to our shops.”
A New Chapter: ‘Small shops, Big hearts’
The rebrand to Fergie’s Bookshops reflects the local store’s continued evolution. Though with the new name, the company’s core mission remains the same— fostering community, literacy and local connections, now specifically expanding the Broadway experience.
“We’ve been doing this for 15 years,” Ferguson said. “When we started in 2010, it was a lot different to why we’re doing it now and what we are doing. We want this brand to be a little bit more flexible, more attentive to the needs of communities.”
Dane Ferguson, the founder of Ferguson Books, inside Daily’s market on Thursday, Oct. 16, 2025. Ferguson moved his bookstore into Daily’s market on Broadway in downtown Fargo, and it is now called Fergie’s Bookshops.
Chris Flynn / The Forum
With the new tagline “Small shops, big hearts,” Ferguson said the Fergie’s name aims to emphasize intimacy, local connection and community presence.
His long-term goal is to expand the brand, including his new creperie, “Fergie’s & Frenchie’s Creperie, through creative partnerships with other small local businesses.
“I’m trying to create a family of brands, based off the Fergie family name,” he explained. “I envision this to where, not only are we partnering with the market, we might partner with a coffee shop down the road, we might have a Fergie’s and Frenchie’s South End location. It’s about seeing where opportunities lie and how we can expand the brand within the Fargo-Moorhead market area.”
Familiar selection, fresh energy
Ferguson assures customers that despite the move, Fergie’s Bookshops hasn’t lost any of its beloved character or selection.
“We didn’t really lose much of any inventory,” he said. “You’ve got books right when you walk in. We’ve got featured books, we’ve got fiction. We have a back section in the store that’s dedicated to all our children’s section—our used kids’ books, or new kids’ books—and our nonfiction section.”
Ferguson Books moved into Daily’s market on Broadway, as seen on Thursday, Oct. 16, 2025, and is now called Fergie’s Books.
Chris Flynn / The Forum
The bookshop offers new releases weekly and continues to offer its used-book trading program and a membership program that provides discounts on everything in the store and perks for ordering through them.
There are also plans to introduce curated gift and subscription boxes for the holiday season.
“We’ve got some really awesome staff that can really put together some curated book boxes for gift giving,” Ferguson shared. “You can come in and not only get a gift that is for the holiday season—where there’s gonna be a couple of books in there, possibly some swag, some different other merchandise, things like that—but also a subscription where they could be getting a book every month mailed to them.”
Building a Reading Community
Not only is Ferguson passionate about books, but he is also passionate about fostering literacy and local connection. In the past, Ferguson has partnered with area schools to host “Spirit Nights,” where a portion of sales supports school libraries. Fergie’s will continue that tradition.
“It’s part of our ‘big hearts’ mission,” he said. “All sales from that day go toward a purchase voucher so schools can get new books for their libraries.”
He’s also planning future collaborations and events. He is hopeful to eventually merge his other venture, Fergie’s and Frenchie’s Crêperie,
which opened this August
, into a shared café-bookstore experience.
“I would love it to see somewhere in town where I have the book shop, the Fergie’s and the Frenchie’s Creperie, and even a lounge where people can come in, spend time, order a crepe or dirty soda, and read a book,” he said. “That would be my ultimate goal.”
In a recent Facebook post, Ferguson stated some of his concerns that “16% of people are reading a book currently, and only 2% of parents are reading books with their children,” also pointing out that North Dakota has the fewest bookstores in the nation.
To combat this trend, he hopes to put on events like the Fergie’s and Churches United collaboration on the “Book Bag Sale” at Kingpinz Nov. 14-16. They hope that book donations will inspire parents and children to read, with all proceeds funding Churches United.
Fergie’s Bookshops will be open from 8 a.m. to 7 p.m. Monday through Friday, 10 a.m. to 7 p.m. Saturday, and 10 a.m. to 5 p.m. Sundays.
For more information and to stay up to date with all thing Fergie’s follow the bookshop on
and visit their
website
.
