Borders has rolled out its campaign to promote the Kobo eReader, which will launch next month along with its eBook store.

Borders is now taking pre-orders for the Kobo eReader, which retails for $149 and will be available on June 17. The eReader will come preloaded with 100 classic books.

The upcoming Borders eBook store will carry over a million titles and will allow consumers to purchase books through its website and via free Borders apps available for the iPhone, Blackberry, Android, as well as the iPad and PCs.

"We’re excited to offer the Kobo eReader to our customers, the first of what will be a wide selection of eReaders we’ll sell, along with an online store that supports a variety of devices, giving consumers freedom in the eBook world at the best possible value," said Borders Group Interim President and Chief Executive Officer Mike Edwards.

"We are giving consumers the flexibility to read the content they want on a variety of devices of their choosing. The Borders eBook store will be positioned as a device-agnostic, content-focused destination with expertise from decades of deep book knowledge and experience. We’ll also have a strong in-store digital presence through our Area-e boutiques, which will launch in August."