Fully Booked
Fully Booked is a leading chain of bookstores in the Philippines, specializing in a wide selection of books, stationery, and pop culture items, founded by Jaime Daez and known for its experiential retail environments that blend reading with community spaces.[1] Daez began his career in the book trade in 1994 after studying architecture in Spain, initially importing and selling architecture books door-to-door to address the limited availability of international titles in the country.[2] In 1997, he opened his first physical store, named Bibliarch, in a small 20-square-meter space in Makati's Glorietta mall, focusing on niche art and design books amid the Asian financial crisis.[1][2] The chain rebranded and expanded as Fully Booked in 2003, opening its inaugural branch in Rockwell Center, and quickly grew by emphasizing curated selections, inviting atmospheres, and customer experience over traditional retail.[3] A pivotal milestone came in 2007 with the launch of its flagship four-story store in Bonifacio Global City (BGC), Manila, which transformed the bookstore into a cultural destination with features like cafes and event spaces.[1] By 2020, Fully Booked had expanded to 31 branches nationwide, including locations in Cebu, Davao, and Clark, while pivoting to e-commerce during the COVID-19 pandemic by adding over 10,000 titles online in just four months.[1] As of late 2025, the chain operates approximately 48 stores nationwide, including recent expansions in Cebu and Davao, with plans to reach 49 by year's end, and has diversified into manga and Japanese titles through a 2022 co-branded partnership with Kinokuniya offering 20,000 titles, as well as lifestyle products like blind boxes.[1][4][5] Fully Booked's growth—funded entirely by profits without bank loans—has been recognized for revolutionizing book retail in the Philippines.[2][1]Overview
Premise and concept
Fully Booked was developed as a replacement for the short-lived Saturday morning program Parallel 9, debuting on 22 April 1995 as a live-as-recorded magazine-style show running 120–180 minutes and targeted at children aged 6–12.[6][7] Produced by BBC Scotland, the series aired on BBC One and BBC Two across six series, incorporating a mix of entertainment, education, and interactive elements to engage young viewers.[8][9] The initial premise for series 1–3 centered on a fictional Scottish hotel managed by the puppet cow Morag, where presenters welcomed "guests" through comic sketches, puppet interactions, and diverse segments such as games, music performances, and cartoon interludes.[10][11][9] From series 4–5, the show transitioned away from the hotel theme to a straightforward magazine format, prioritizing interviews and appearances by celebrity guests alongside live music from alternative bands like Shed Seven, complementing mainstream pop acts.[12][13] In series 6, retitled FBi, it evolved further into a fully live production with interactive features, including phone-ins and digital viewer participation for competitions and feedback.[14][15]Broadcast details
Fully Booked premiered on BBC One on 22 April 1995, airing in a Saturday morning slot as part of the Children's BBC strand.[16][17] The series shifted to BBC Two for its subsequent runs from 1996 to 1999, typically broadcasting on Sunday mornings during the summer period.[18][19] It returned to BBC One in 2000 for its final series, retitled FBi to emphasize its interactive and live elements.[14][20] The programme maintained a consistent summer schedule across its six series, with episodes airing weekly over 22 to 23 weeks each year in weekend morning slots, often starting around 7:00 am or 9:25 am.[16][21] Later series incorporated more live broadcasts to enhance viewer engagement through phone-ins and competitions.[22]| Series | Channel | Start Date | End Date | Episodes |
|---|---|---|---|---|
| 1 (1995) | BBC One | 22 April 1995 | 16 September 1995 | 22 |
| 2 (1996) | BBC Two | 21 April 1996 | 15 September 1996 | 22 |
| 3 (1997) | BBC Two | 27 April 1997 | 21 September 1997 | 22 |
| 4 (1998) | BBC Two | 26 April 1998 | 19 September 1998 | 22 |
| 5 (1999) | BBC Two | 25 April 1999 | 19 September 1999 | 22 |
| 6 (FBi, 2000) | BBC One | 22 April 2000 | 23 September 2000 | 23 |