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When Pedro Herz began expanding Livraria Cultura, the bookstore he founded in 1969, he decided to grow vertically -- quite literally. Rather than open more branches of the same store in and around Sao Paulo, he expanded within the store's fashionable building downtown, where he shares space with restaurants, coffee shops and movie houses.
Now the store has four different retail operations, all selling different kinds of books, all in the same building.
"None of our stores compete with each other," he said, adding proudly, "We are one of the anchors of this mall."
Working with sons Fabio and Sergio, Herz is adding music and magazines to the mix in a …