|Headquarters||186 Dundas Street|
Number of locations
|Products||Comics, sports cards, toys|
About the store
The store, which is the biggest comic book store in southwestern Ontario, is cited as one of the most successful current retail interests in London's downtown core area. Sixty percent of the store's sales comes from selling comic books, including mainstream, manga, alternative, graphic novels, and trade paperbacks. The next largest portion of sales comes from genre collectibles and toys such as action figures, which together account for 25% of sales. The final 15% of sales comes from sports cards.
The store's history dates back to 1991, when it was founded by the Robinson family. Ownership changed hands in 2000 when Brahm Wiseman, who was hired as an employee in 1998, took over the company. At the time of the takeover, the store had two outlets: one in the downtown core of the city and a smaller one in White Oaks Mall in the southern part of the city. Wiseman later closed the mall outlet, and in 2008, the remaining store moved to a nearby larger location at 186 Dundas Street. Furthermore, in defiance of the decline of retail businesses in the downtown core, Heroes renovated internally in 2016 to expand with a second floor of retail space in the back.
The city has an unusually large number of equivalent retailers in close proximity, due in part to the city's large post-secondary student population including students from the University of Western Ontario (whose main library includes a 10,000+ comic book collection in its materials). The competing comic book retailers and the London Public Library collaborate on Free Comic Book Day with local cross-promotions which has grown to become a major popular event for the city downtown's core.
In addition to its regular business operations, the business is committed to public affairs. The store is involved in organizations such as London Downtown Business Association and Mainstreet London. The store also participates individually with the London Public Library on events to encourage youth literacy through comics, such as Comic Jam, which is held during March Break. Furthermore, Wiseman has held lectures at the Thames Valley District School Board's professional development seminars about the use of the comics medium in education.
- Maloney, Patrick (April 21, 2013). "And You Are?: His passion for collecting like a well-tended garden". The London Free Press. Retrieved 29 August 2013.
- Daniszewski, Hank (13 August 2016). "The comic book and pop culture retailer isn't sitting on its laurels in its 25th year". London Free Press. Retrieved 13 August 2016.
- Travis, Heather (January 7, 2010). "Lifetime collector donates comics to library". Western News. Archived from the original on 9 January 2014. Retrieved 30 August 2013.
- Lemon, Marshall. "The Crossover: How Free Comic Book Day Changed A Canadian College Town". Escapist Magazine. Archived from the original on 10 March 2021. Retrieved 20 May 2014.
- VanderPloeg, Scott. "2013 Harry Kremer Award Winner: Heroes, London ON". Comic Book Daily.com. Retrieved 30 August 2013.
- "2013 Joe Shuster Award Winners". Joe Shuster Awards. Retrieved 3 December 2013.
- Donachie, Mike (August 26, 2013). "London's Heroes Comics named best comic store in Canada". Metro London. Archived from the original on 4 July 2014. Retrieved 3 December 2013.