Barnes & Noble—which launched its own e-book store just three months ago—is now planning to sell an e-reader under its own brand name. The WSJ reports that the device will come to market as soon as next month.

Late last month, Verizon (NYSE: VZ) and iRex said they were teaming up on an e-reader that would access the new Barnes & Noble e-books store. iRex executives told the NYT that while they had offered to put the Barnes & Noble brand on that device, no agreement had been reached. A Barnes & Noble executive declined to say at the time whether the bookseller was planning an e-reader of its own instead. However, Engadget did note an FCC filing in mid-September that indicated that Barnes & Noble planned to sell some sort of e-reader. (Staci adds: An iRex spokesperson told me that Barnes & Noble made it clear all along that it would be offering multiple device choices but seemed surprised by the report that one of those choices would be branded for BN.)