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Her Town Lacked a Bookstore. So She Opened One—on Wheels

Real People/She’s on a Roll

The Bookstore That Comes to You

Rita Collins never dreamed how far her traveling shop would take her

Photograph of Rita Collins sitting on a fold out chair in front of a truck with its door open, revealing bookshelf full of books inside

Collins, set up for business in Baltimore

PEOPLE TOLD me it wouldn’t work. My small town of Eureka, Montana, didn’t have a bookstore, so in 2014 I took a course on how to start one. Day one, they said, “A town of 1,400 won’t support a book business unless you already own a building on Main Street.” I didn’t, so I started brainstorming—and landed on the idea of a traveling used-book store.

Within six months, I’d found a used van. Friends designed and built the shelves. I asked everybody I knew for book donations—that’s how I get most of my stock. I didn’t have a business plan. I thought, Worst case, I’ll sell the van. I called it St. Rita’s Amazing Traveling Bookstore and Textual Apothecary. The “Rita” isn’t me, though. She’s one of the patron saints of impossible causes.

At first, I set up around my county. Before I knew it, I was in Indiana, Tennessee, South Dakota, California. I’ve logged more than 100,000 miles in nearly 40 states, almost always staying with friends or friends of friends.

If the van could talk, I think she’d say she feels intrepid, going to all these places. And meeting all these people! The kindergartner who insisted she was going to learn to read before first grade. The cop I thought was going to write me a ticket until he quietly asked, “Do you have any Louis L’Amour books?” (I did.)

Last year, I traded in my van for a newer one. It fits 700 books. Hardbacks are $9, paperbacks are $7, kids’ books a dollar. I like to keep it simple. A customer once asked, “You do realize this is a first edition of Dune?” I said, “I’m happy for you.”

Reading can bridge divides between us. It opens our mind to travel, spirituality, languages, cooking, fantasy worlds. I love that my van invites people in, sparks conversations. I’m basically just covering my costs, but I’m very glad when someone finds a book that speaks to them.

Sometimes people like to dwell on things they did in the past. What I love about this bookstore adventure is that it’s about what’s ahead. As long as we’re alive, we have a chance to make new stories to tell. —As told to David Hochman


Retired teacher Rita Collins, 74, recently relocated to Baltimore. Her 2026 plans include a bookshop trip through Alabama and the Carolinas.

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