Ms. Reisman is now importing Indigo’s approach to the United States. Last year, Indigo opened its first American outpost, at a luxury mall in Millburn, N.J., and she eventually plans to open a cluster of Indigos in the Northeast.

Indigo’s ascendance is all the more notable given the challenges that big bookstore chains have faced in the United States. Borders, which once had more than 650 locations, filed for bankruptcy in 2011. Barnes & Noble now operates 627 stores, down from 720 in 2010, and the company put itself up for sale last year. Lately, it has been opening smaller stores, including an 8,300-square-foot outlet in Fairfax County, Va.

“Cross-merchandising is Retail 101, and it’s hard to do in a typical bookstore,” said Peter Hildick-Smith, president of the Codex Group, which analyzes the book industry. “Indigo found a way to create an extra aura around the book-buying experience, by creating a physical extension of what you’re reading about.”

During a tour of the New Jersey store, Ms. Reisman sounded less like a bookseller and more like a self-care guru or a wellness evangelist, touting the importance of adequate sleep and hydration, unprocessed foods, and time away from your phone.

“We curate ideas — big ideas — that we think are going to work across the board,” she said.