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Probably depends on the country. You can find Kobos and Kindles in any decent-sized retail electronics store in Italy; Kobos also have a partnership with two of our major bookshop chains (Mondadori and Feltrinelli), so you can also buy them in one of their stores. Tolino has a bookstore partnership as well (IBS+Libraccio).
I've never seen other ereaders on sale in stores, except maybe those made by Sony before they stopped being manufactured.
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