Weinstein Books, a member of the Perseus Books Group, is donating a portion of her book revenues to the organization.

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If you recognize Weinstein and Scarbrough from their series of Ultimate books (Ultimate Ice Cream, Ultimate Potato etc.), you know that it's not their way to just dip a toe in.

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"New people in the market inevitably want rare editions of books they read when they were young, " says Weinstein.

FORBES: Travel

Despite appearances, business here is as hopping as it is on nearby Rodeo Drive: Weinstein estimates that the store sells 10 to 20 million dollars' worth of books a year.

FORBES: Travel