Who is financing this shop?
If you look at the tweet linked in PP, you see that some gullible Yanks supposedly bought books because they were so impressed by the shop's commitment to driving away feminists.
Presumably they were a standard woke student bookshop, losing out big time to online retailers, then they hit upon a USP which is very attractive to a group with more money than sense. There can't be many bookshops which are anti free speech and overtly anti women.
The fact that it repels much of their potential custom is not a problem if those people are never buying their books because they are cheaper elsewhere. It's like Lush- most people hate them but that only serves to increase notoriety and kudos with their target market.
This strategy is fucking stupid when firms like M and S try it, but in this case I think it probably very clever (and evil, obvs).