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FairyLoot

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FairyLoot
TypeSubscription service
Founded2016; 10 years ago (2016) in London, United Kingdom
Founder
  • Anissa de Gomery (co-founder)
  • Michael Sammer (co-founder)
Websitefairyloot.com

FairyLoot Ltd is a British subscription company founded in 2016 producing exclusive editions of fantasy books.[1][2] It is best known for its monthly internationally shipped boxes with exclusive redesigned editions of hardcover books and licensed merchandise.[3] In 2025, it started a science fiction and fantasy imprint, Wayward TxF, in collaboration with British publisher Transworld. The imprint's first book, Direbound, was released in August 2025.[4]

History

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FairyLoot was founded in 2016 by cofounders Anissa de Gomery and Michael Sammer. The company was initially home-based and marketed directly to cofounder de Gomery's existing social media followers[2] with its offering being limited to a young adult fantasy book box containing a new hardback release and up to 5 exclusive items.[5] The company's first featured book was The Forbidden Wish by Jessica Khoury.[6]

Since 2016, FairyLoot has expanded its subscription to produce exclusive hardback editions of new releases in collaboration with book printers and publishers.[2] For its young adult book box, FairyLoot also produces book related merchandise and collectables[7] with past items including enamel pins, fabric items and a series of “tarot cards” featuring character art.[8] During the COVID-19 pandemic FairyLoot gained further popularity[4] with the company's CEO attributing the growth in subscribers to people "rediscovering reading" during the COVID-19 lockdowns.[2]

FairyLoot's CEO de Gomery, has stated that the company's aim is to create a sense of community through a subscription where readers “would all receive the same book every month and discover that world for the first time, together”;[2] this along with the company's emphasis on subscribers promoting FairyLoot products on social media[9] have also been attributed to FairyLoot's growth.[10] The company experienced a tenfold increase in sales between 2020 and 2024 and is now estimated to ship over 10 thousand books a month[5] including both subscription books and standalone special editions of major upcoming fantasy fiction titles.[11][12][13] The exclusivity of the company's products, with a waitlist in place for all its subscription options,[14] has resulted in the company's editions often having much greater resale values.[15] By July 2024, FairyLoot had grown to employ 35 members of staff[16][5]and reported a yearly profit of £2,650,778.[11]

In April 2024 the subscription service expanded its offering to provide a romantasy focussed book box.[17] The subscription was well received with over 10,000 people signing up for a waitlist prior to the release[14][18] of its first box, featuring Analeigh Sbrana's Lore of the Wilds, shipped in May 2024.[19] In addition to the company's “commitment to championing diverse voices”[20][2] FairyLoot has also included independently published books in its romantasy subscription differentiating it from other book box subscription services.[18] In May 2025, FairyLoot launched an epic fantasy subscription box in response to strong demand from customers.[21] In October 2025, they announced a quarterly cosy fantasy subscription, to be launched in January 2026.[22]

Like many “book boxes” FairyLoot is considered an increasingly important marketing tool for many books,[23] with a marketing manager at Sourcebooks, the publisher of one of FairyLoot's 2020 books, stating in an interview that book boxes like FairyLoot provide a valuable “nonreturnable sale” with “digital and social promotion through unboxings and other user-generated content”.[24] The large number of instant sales afforded by FairyLoot's subscriber base is often sufficient for a book to feature in the Sunday Times Bestseller List following its release[25] and the success of books such as Saara El-Arifi's Faebound, which was featured in FairyLoot's December 2023 Adult Fantasy subscription[26] and sold 14,503 copies in its first week,[27] have been attributed to concentrated first week sales to subscribers of services like FairyLoot.[28]

Publishing imprint

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Wayward TxF
Books our way
Parent companyTransworld at Penguin Random House
FoundedJanuary 2025; 19 months ago (January 2025)
London, England, UK
Official websitehttps://www.penguin.co.uk/about/publishing-houses/transworld/wayward-txf

In January 2025, FairyLoot announced the formation of their Science Fiction Fantasy publishing imprint, Wayward TxF,[29] in collaboration with Transworld.[25]

The imprints first book, Sable Sorenson's Dire Bound, was acquired in a 7 figure, 3-book deal[30][31] and subsequently published in August 2025.[32] The book was an instant The Sunday Times fiction hardback bestseller.[33]

Books published

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2025

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  • Dire Bound (August 2025) by Sable Sorenson[34]
  • The Wolf King (October 2025) by Lauren Palphreyman[35][36]
  • To Cage a Wild Bird (November 2025) by Brooke Fast[37][38]

2026

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  • Steelborn (July 2026) by Taylor J LaRue[39][40]

References

[edit]
  1. ↑ "FAIRYLOOT LTD overview - Find and update company information - GOV.UK". find-and-update.company-information.service.gov.uk. Retrieved 2025-09-18.
  2. 1 2 3 4 5 6 "Anissa de Gomery". Female Leadership in Publishing. Retrieved 2025-09-18.
  3. ↑ M, Kennie (2023-06-02). "10 Book Subscriptions Worth Checking Out | TheReviewGeek Recommends". The Review Geek. Retrieved 2025-09-18.
  4. 1 2 Nawotka |, Ed. "Transworld, FairyLoot Partner on New Fantasy Imprint". PublishersWeekly.com. Retrieved 2025-09-18.
  5. 1 2 3 Nawotka |, Ed. "FairyLoot's Fantasy Book Boxes Cast a Spell Over Readers". PublishersWeekly.com. Retrieved 2025-09-18.
  6. ↑ "March-2016-FairyLoot-Box-1 – FairyLoot". Retrieved 2025-09-18.
  7. ↑ "YA Book + Items Subscription – FairyLoot". Retrieved 2025-09-18.
  8. ↑ Jones, Jada (2023-07-24). "We rounded up our favourite book boxes of 2024". Daily Mirror. Retrieved 2025-09-18.
  9. ↑ "What is the photo challenge?". Help & Support. Retrieved 2025-09-18.
  10. ↑ Shen, Sabrina (2019-01-01). "Purchase Decisions for Bookish Boxes: Influence of Instagram". Honors College Theses.
  11. 1 2 Fairyloot limited (30 December 2024). Fairyloot limited annual report and financial statements for the year ended 31 March 2024 (PDF) (Report). p. 4. Archived from the original on 2026-02-05.
  12. ↑ "Spredges effect: why books are becoming more beautiful". The Bookseller. Retrieved 2025-09-18.
  13. ↑ "Do subscription boxes have a long tail?—The sub box model surges at launch". The Bookseller. Retrieved 2025-09-18.
  14. 1 2 Hackett, Laura (2024-03-15). "Why young women love book boxes — the craze shaking up publishing". www.thetimes.com. Retrieved 2025-09-18.
  15. ↑ "Secondhand FairyLoot, OwlCrate, Illumicrate, and Other Limited Editions". pangobooks.com. Retrieved 2025-09-18.
  16. ↑ "The Bookseller Rising Stars: Introducing the Class of 2024". The Bookseller. Retrieved 2025-09-18.
  17. ↑ Mussen, Maddy (2024-02-22). "Sex, dungeons and dragons: are you ready for romantasy?". The Standard. Retrieved 2025-09-18.
  18. 1 2 "'Thousands' join the waiting list for FairyLoot's new romantasy subscription box". The Bookseller. Retrieved 2025-09-18.
  19. ↑ "PAST BOXES: Romantasy Book-Only Subscription – Page 3 – FairyLoot". Retrieved 2025-09-18.
  20. ↑ "Our Story – FairyLoot". Retrieved 2025-09-18.
  21. ↑ "FairyLoot to launch an Epic Fantasy subscription box". The Bookseller. Retrieved 2025-09-18.
  22. ↑ "FairyLoot launches new fantasy subscription box". The Bookseller. Retrieved 2025-10-20.
  23. ↑ Diaz, Renata Rafaela (23 April 2024). "An Examination of Fourth Wing and Babel as Case Studies for Diversity in Spec-Fic Publishing" (PDF).
  24. ↑ Nee, Katrina (2020). "Publishers innovating marketing through alternative channels : reaching readers beyond the page". www.theseus.fi. Retrieved 2025-09-18.
  25. 1 2 Thomas, Rhys (2025-04-16). "A new chapter for publishing? Book subscription services launch their own titles". The Guardian. ISSN 0261-3077. Retrieved 2025-09-18.
  26. ↑ "PAST BOXES: Adult Book-Only Subscription – Page 4 – FairyLoot". Retrieved 2025-09-18.
  27. ↑ "Saara El-Arifi's Faebound leads a subscription box-fuelled fantasy flurry". The Bookseller. Retrieved 2025-09-18.
  28. ↑ "Do subscription boxes have a long tail?—The sub box model surges at launch". The Bookseller. Retrieved 2025-09-18.
  29. ↑ "Transworld and FairyLoot reveal name and logo of collaborative fantasy imprint". The Bookseller. Retrieved 2025-09-18.
  30. ↑ "Transworld triumphs in 'hugely competitive' eight-way auction for three-book series from self-published Sable Sorensen". The Bookseller. Retrieved 2025-09-18.
  31. ↑ Maher |, John. "Book Deals: Week of May 26, 2025". PublishersWeekly.com. Retrieved 2025-09-18.
  32. ↑ WSJ, Jeffrey A. Trachtenberg | Photographs by Madeleine Hordinski for (2025-08-30). "Direwolves, Vampires and Sex! It's the Formula for a Hit Book". The Wall Street Journal. Retrieved 2025-09-18.
  33. ↑ Times, The Sunday. "The Sunday Times Bestsellers List — the latest UK book charts". Archived from the original on 2025-09-18. Retrieved 2025-09-18.
  34. ↑ "'Fourth Wing' Meets 'The Hunger Games' in 'Dire Bound:' See the Cover! (Exclusive)". People.com. Retrieved 2025-10-20.
  35. ↑ Palphreyman, Lauren (2025-10-23). The Wolf King.
  36. ↑ "Wayward TxF snaps up Lauren Palphreyman's bestselling romantasy trilogy". The Bookseller. Retrieved 2025-10-20.
  37. ↑ "Transworld launches new fantasy imprint with dystopian romance". The Bookseller. Retrieved 2025-10-20.
  38. ↑ ""To Cage a Wild Bird" Will Let Readers Experience the Dark and the Light — See the Cover!". People.com. Retrieved 2025-10-20.
  39. ↑ "Wayward TxF wins nine-way auction for debut romantasy Steelborn". The Bookseller. Retrieved 2025-10-20.
  40. ↑ LaRue, Taylor J. (2026-07-28). Steelborn.
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