I haven't been able to do it either. There is a SQLite database that lists each item that shows up, but I think it syncs from B&N server only. So even if you managed to add the appropriate records in the appropriate tables, and got it to show up in the list, it would probably go away the next time the app synced.
In any case you would not be able to side-load DRM-ed ebooks since the Nook app does not use the Adobe SDK needed to decode these.
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