Under the Umbrella Bookstore
Under the Umbrella Bookstore & Cafe is a single-location independent bookstore and cafe in Salt Lake City, founded in 2021, that serves the local LGBTQ+ community with curated queer literature and an inclusive community gathering space.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Under the Umbrella Bookstore does
Under the Umbrella Bookstore & Cafe is a single-location independent retailer founded in 2021 in Salt Lake City, Utah, operating under the tagline "A Queer Little Bookstore." The business combines a curated bookstore with an on-site cafe, positioning itself as a community-oriented venue serving the local LGBTQ+ population. Its core offering is the retail sale of LGBTQ+ literature alongside cafe-served food and beverages, with the physical storefront functioning simultaneously as a browsing environment, gathering space, and community hub.
The company has approximately five employees and distributes exclusively through its physical storefront — there is no described e-commerce channel, mobile app, online ordering, or digital platform. There are no disclosed modular products, proprietary technology, AI/ML components, or integrations. Customer segmentation is horizontal and persona-based: the primary segment is queer and LGBTQ+ community members who value an inclusive environment and curated queer literature, addressing the pain point of limited inclusive retail and gathering spaces.
The business model is conventional small-business retail and food service: in-person browsing, book purchases, and cafe consumption by walk-in individual consumers. No pricing is publicly disclosed, no subscription or contract-based revenue model is described, and there are no documented funding rounds, investors, wholesale accounts, or institutional customers. The firm operates without disclosed leadership information in the available material, and its ownership, financial structure, and operating status details are not evidenced beyond the presence of an active website.
Under the Umbrella Bookstore firmographics
Firmographics- Name
- Under the Umbrella Bookstore
- Website
- https://undertheumbrellabookstore.com
- Company type
- Private
- Headcount range
- 1–10 employees
- Short description
- Under the Umbrella Bookstore & Cafe is a single-location independent bookstore and cafe in Salt Lake City, founded in 2021, that serves the local LGBTQ+ community with curated queer literature and an inclusive community gathering space.
- Ownership category
- akta.pro rank
Under the Umbrella Bookstore industry classification
Industry- Product category
- Independent Bookstore and Cafe
- NAICS
- Book Retailers and News Dealers (4592), Snack and Nonalcoholic Beverage Bars (722515)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- General Bookstores (New Books) (CRALAAAA)
- akta.pro secondary industry
- Specialty Genre Bookstores (e.g., Sci‑Fi, Mystery, Poetry) (CRALAAAJ)
Keywords
Under the Umbrella Bookstore business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Distribution channels1 record
Under the Umbrella Bookstore product offering
Product offeringCore offering
Under the Umbrella Bookstore is a single-location independent bookstore and cafe in Salt Lake City, UT, operating under the tagline "A Queer Little Bookstore." It sells curated LGBTQ+ literature and provides cafe food and beverage service as a combined community gathering space for queer individuals.
Product overview
Under the Umbrella Bookstore & Cafe is a single-location independent bookstore and cafe that positions itself as "A Queer Little Bookstore." The company operates as a unified retail establishment offering books and café services; no modular product architecture, platform, or distinct product lines are described in the available source material.
Differentiator
Problem solved
Functional benefit
Products and services
- Bookstore Retail Retail sale of curated LGBTQ+ and queer literature, including books and related reading material, for individual consumers and the local queer community in Salt Lake City.
- Cafe Services
Companies that use Under the Umbrella Bookstore
Customer profileSegments1 record
Ideal customer profiles1 record
Under the Umbrella Bookstore technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Under the Umbrella Bookstore partnerships and signals
Strategic signalRecent moves1 record
Under the Umbrella Bookstore competitors and assessment
Company assessmentDirect peers
- Gay's the Word: London's oldest LGBTQ+ bookstore, specializing in queer literature and community events. Directly comparable as a leading LGBTQ+-focused independent bookstore brand.
- Shakespeare and Company: Iconic NYC independent bookstore with a strong literary community identity and event programming. Comparable as a destination independent bookstore with curated selection and community-driven brand.
- BookPeople: Long-running independent bookstore in Austin with a cafe and event programming. Comparable as a community-focused independent bookstore with a built-in cafe concept.
- Bluestockings Cooperative: Lower East Side NYC activist bookstore with a strong queer/LGBTQ+ literature focus and community programming. Comparable as a mission-driven independent bookstore serving similar identity-driven customer segments.
- Powell's City of Books: Iconic Portland-based independent bookstore with a cafe component. Comparable as a destination-style independent bookstore relying on curation and community rather than scale.
- Cafe Con Libros Feminist Bookstore & Cafe: Brooklyn-based independent bookstore and cafe focused on feminist, queer, and BIPOC authors. Closely comparable to Under the Umbrella as a hybrid bookstore-cafe serving an underserved identity-driven community with curated literature and a gathering space.
- Trident Booksellers & Cafe: Boston independent bookstore and cafe combination with community-driven events. Directly comparable hybrid bookstore-cafe model with similar community-anchor value proposition.
- The Ripped Bodice: LA-based independent bookstore specializing in romance, with a strong community and event focus. Comparable as a specialty-genre independent bookstore with a clear identity-driven positioning.
Broad incumbents
- Barnes & Noble: Largest US bookstore chain with cafes in many locations. Comparable as a broader incumbent offering both books and cafe service, against which Under the Umbrella differentiates on LGBTQ+ community focus.
- Amazon Books: Online and physical bookstore operations of Amazon. Comparable as a major book retailer that competes on price, selection, and convenience, pressuring all independent bookstores.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights4 records
Customer concentration
Under the Umbrella Bookstore social profiles
Digital presenceUnder the Umbrella Bookstore financial estimates
Financial estimateRevenue estimate
Valuation estimate
Under the Umbrella Bookstore leadership team
Management profileNumber of profiles
Under the Umbrella Bookstore funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Under the Umbrella Bookstore M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Under the Umbrella Bookstore
What does Under the Umbrella Bookstore do?
Under the Umbrella Bookstore is a single-location independent bookstore and cafe in Salt Lake City, UT, operating under the tagline "A Queer Little Bookstore." It sells curated LGBTQ+ literature and provides cafe food and beverage service as a combined community gathering space for queer individuals.
When was Under the Umbrella Bookstore founded?
Under the Umbrella Bookstore was founded in -1. It employs 1 to 10 people.
Who are Under the Umbrella Bookstore's main competitors?
Direct peers on record are Gay's the Word, Shakespeare and Company, BookPeople, Bluestockings Cooperative, Powell's City of Books, Cafe Con Libros Feminist Bookstore & Cafe, Trident Booksellers & Cafe and The Ripped Bodice. Broad incumbents are Barnes & Noble and Amazon Books.
Does Under the Umbrella Bookstore have an API?
No public API is recorded for Under the Umbrella Bookstore.
What industry is Under the Umbrella Bookstore in?
Under the Umbrella Bookstore's product category is Independent Bookstore and Cafe. Its primary akta.pro industry code is CRALAAAA, General Bookstores (New Books), with a secondary code of CRALAAAJ, Specialty Genre Bookstores (e.g., Sci‑Fi, Mystery, Poetry). Its NAICS code is 4592 and its SIC code is 5940.