Our Story
Student Book Store opened its doors at 421 E. Grand River Avenue in 1960 with approximately 2,000 square feet of retail space and three employees. At the time, Michigan State University enrolled about 17,000 students. As MSU grew into one of the nation’s premier universities, Student Book Store grew alongside it. Our retail space expanded to 25,000 square feet, and our team grew to as many as 200 employees. For more than six decades, generations of students, community members, alumni and Spartan fans shopped with us, making Student Book Store a familiar and beloved part of the Michigan State and East Lansing communities. For many years, students came through our doors for textbooks, school supplies and everything they needed for life at MSU. As course materials increasingly moved to digital formats, the traditional college bookstore changed. After textbooks had been at the heart of our business for so long, we made the difficult decision to stop carrying them and focus fully on another important part of our story: Spartan spirit. What began as a small selection of sweatshirts and T-shirts in 1960 grew into The Green and White Shop, one of the largest and most complete collections of officially licensed Michigan State merchandise anywhere. From classic apparel and the latest Spartan styles to gifts, accessories and items for the home, we’re proud to help Spartans everywhere celebrate their connection to MSU. Student Book Store also became part of the MSU game-day experience. Before each home football game, generations of fans gathered in front of our store to watch the Michigan State University Marching Band Drumline perform, a tradition proudly sponsored by SBS. It brought together students, alumni, families and fans for an unforgettable start to game day. In 2026, we turned another page. After 66 years at 421 E. Grand River Avenue, the original Student Book Store building came down to make way for a new chapter in downtown East Lansing. Although leaving a building filled with so many memories was emotional, our family business didn’t leave the community. We simply moved a short distance down the street to our new home at 515 E. Grand River Avenue. Today, we continue welcoming longtime customers, students, alumni and future generations of Spartans as The Green and White Shop at SBS. And on home football Saturdays, the MSU Drumline still performs in front of our store...continuing the game-day tradition at our new location. Our address has changed, but the values established by Howard and Viv Ballein remain the same: quality products, personal service and a deep commitment to Michigan State and East Lansing. Whether you live nearby or cheer for the Spartans from across the country, we invite you to visit The Green and White Shop at 515 E. Grand River Avenue or shop with us online. The store has changed with the times, but our Spartan tradition continues.
Go Green!
Student Book Store opened its doors at 421 E. Grand River Avenue in 1960 with approximately 2,000 square feet of retail space and three employees. At the time, Michigan State University enrolled about 17,000 students. As MSU grew into one of the nation’s premier universities, Student Book Store grew alongside it. Our retail space expanded to 25,000 square feet, and our team grew to as many as 200 employees. For more than six decades, generations of students, community members, alumni and Spartan fans shopped with us, making Student Book Store a familiar and beloved part of the Michigan State and East Lansing communities. For many years, students came through our doors for textbooks, school supplies and everything they needed for life at MSU. As course materials increasingly moved to digital formats, the traditional college bookstore changed. After textbooks had been at the heart of our business for so long, we made the difficult decision to stop carrying them and focus fully on another important part of our story: Spartan spirit. What began as a small selection of sweatshirts and T-shirts in 1960 grew into The Green and White Shop, one of the largest and most complete collections of officially licensed Michigan State merchandise anywhere. From classic apparel and the latest Spartan styles to gifts, accessories and items for the home, we’re proud to help Spartans everywhere celebrate their connection to MSU. Student Book Store also became part of the MSU game-day experience. Before each home football game, generations of fans gathered in front of our store to watch the Michigan State University Marching Band Drumline perform, a tradition proudly sponsored by SBS. It brought together students, alumni, families and fans for an unforgettable start to game day. In 2026, we turned another page. After 66 years at 421 E. Grand River Avenue, the original Student Book Store building came down to make way for a new chapter in downtown East Lansing. Although leaving a building filled with so many memories was emotional, our family business didn’t leave the community. We simply moved a short distance down the street to our new home at 515 E. Grand River Avenue. Today, we continue welcoming longtime customers, students, alumni and future generations of Spartans as The Green and White Shop at SBS. And on home football Saturdays, the MSU Drumline still performs in front of our store...continuing the game-day tradition at our new location. Our address has changed, but the values established by Howard and Viv Ballein remain the same: quality products, personal service and a deep commitment to Michigan State and East Lansing. Whether you live nearby or cheer for the Spartans from across the country, we invite you to visit The Green and White Shop at 515 E. Grand River Avenue or shop with us online. The store has changed with the times, but our Spartan tradition continues.
Go Green!