{“title”:”TOMO Mags Opens Brick-and-Mortar Store in Austin”,”body”:”At a Glance
– TOMO Mags opened a brick-and-mortar store on Jan 22, 2026.
– The shop features international magazines and a coffee partnership.
– Puentes says print helps readers slow down and find diverse voices.
Why it matters: The opening signals a renewed interest in physical media amid digital saturation.
A quiet ribbon-cutting ceremony on Jan 22, 2026 marked the opening of TOMO Mags‘ first permanent storefront in downtown Austin. The West Fifth location, a former mobile bus, now offers expanded rack space, a curated selection of global print titles, and a partnership with the local coffee shop Cielito Lindo. Founder Vico Tadeo Puentes celebrated the milestone with the Downtown Austin Alliance and regular patrons who have followed the brand from its early days on wheels to a brick-and-mortar presence.
## Opening Day
The ceremony began with a ribbon cut by Puentes, who thanked the Downtown Austin Alliance for their support. The event drew a small crowd of locals eager to explore the new shelves. Puentes highlighted the store’s mission: to introduce Austinites to styles and stories that become part of their own creative DNA. \”We\’re not just selling magazines,” he said. \”We\’re offering a time capsule that people can revisit.”
## Print as a Time Capsule
Puentes believes that print provides a tangible archive unlike the fleeting nature of online content. \”Magazines can shape that. And if you build your own library of that, you can reference them back, and it’s such a good time capsule that you can revisit,” he said. He contrasts this with the constant interruptions of digital media: \”Whatever you’re doing, [it] is so easy to get interrupted. I feel print is essentially solving that,” he added. The shop’s layout encourages readers to slow down, flip pages, and engage with diverse voices without the distraction of notifications.
## Design and Atmosphere
The interior is intentionally low-tech, with wooden shelving and soft lighting that mimic a home study. A small reading nook sits beside the coffee bar, allowing patrons to sip latte while turning pages. Puentes said the design was inspired by his childhood home in Mexico, where books were a central gathering point. \”The feel is nostalgic,” he noted. \”It invites people to linger.”
## The Shop’s Curated Collection
The storefront showcases a mix of iconic and niche publications:
– Archie comics, Italian Men’s Vogue, and POPEYE Magazine
– Viscose Journal, which explores text, scent, and sound in fashion
– Noēma Magazine and The Bitter Southerner, long-form journalism pieces
– Holiday, a longstanding design rag that Puentes cites as a favorite
Puentes notes that these titles allow readers to see themselves in the stories: \”People wanted to slow down. People wanted to read and recognize diverse voices. When you look through what we bring to the table, there are publications from all over the world with people that [readers] can see themselves in.”
## Partnership with Cielito Lindo
The collaboration with Cielito Lindo coffee shop adds a social dimension to the shop. Customers can enjoy coffee while browsing, creating a relaxed atmosphere that complements the print experience. Puentes hopes the partnership will attract a broader audience, encouraging both coffee lovers and magazine enthusiasts to discover new content. The coffee shop’s owner said the partnership “brings a new cultural layer to the neighborhood.” They plan to host joint events such as book-and-coffee mornings.
## Customer Reactions
Early visitors reported feeling “like they were stepping back in time.” One regular, who had followed the mobile bus, said the brick-and-mortar felt “more permanent and welcoming.” Another shopper, a graphic designer, mentioned that seeing international titles in person “inspired new ideas for her work.” Puentes noted that the community’s response has been overwhelmingly positive, with many requesting additional titles.
## Community Impact
Puentes, who grew up in Mexico, credits colorful everyday stories and fashion-forward silhouettes for shaping his trend-tracking eye. \”There’s something about day-to-day life to me that I really romanticized, even as a kid,” he said. His vision for TOMO Mags is one of curiosity-driven slow living. By offering a space where people can slow down, Puentes believes the store will foster connection and exploration without sacrificing the immediacy of modern life.
## Early Career and ISSUES
Before TOMO Mags, Puentes ran a magazine shop called ISSUES in Houston. That venture, now shuttered, taught him the value of print in a digital age. He recalls the “screen-burnt readers” who sought a tactile experience. \”When you look at what we bring to the table, there are publications from all over the world with people that [readers] can see themselves in,” he said, echoing his current philosophy.
## Future Plans
Looking ahead, Puentes plans to expand the store’s offerings to include more regional titles and host author talks. He is also exploring a subscription model that would deliver curated magazine bundles to customers’ doors. \”Print is evolving, and we’re just getting started.” he said.
## Sustainability Efforts
The shop uses reclaimed wood for shelving and partners with local print shops that use soy-based inks. Puentes mentioned that the store’s design reduces energy consumption by using natural light. He said sustainability is part of the brand’s core values. \”We want to honor the materials we use as much as the stories we sell.”
## Marketing Strategy
Digital marketing for the store focuses on Instagram stories showcasing new arrivals and behind-the-scenes footage of the coffee bar. Puentes said the strategy balances online presence with physical experience. \”We don’t want to replace the tactile feel with digital hype.”
## Local Artist Collaborations
The shop has begun displaying works by local illustrators, turning the shelves into a rotating gallery. Puentes said the collaborations “bridge the gap between print and visual art.” Artists have expressed enthusiasm about the exposure and the opportunity to reach new audiences.
## Financial Outlook
Puentes believes the brick-and-mortar model will be profitable once the initial investment is covered. He expects steady foot traffic from both locals and tourists. The partnership with Cielito Lindo provides an additional revenue stream through joint promotions.
## Supporting Independent Journalism
This article appears in January 30, 2026. News Of Austin has been Austin’s independent news source for over 40 years, expressing the community’s political and environmental concerns and supporting its active cultural scene. Readers who value real news can consider a donation of $5, $10**, or whatever they can afford to help keep independent journalism on stands.”,”keywords”:[“TOMO Mags”,”Vico Tadeo Puentes”,”print”,”Austin”],”category”:”Business”}
