Folio Society Thrives: Gen Z Embraces Fantasy Editions

The Folio Society, established in 1947, has undergone a significant transformation under the leadership of Joanna Reynolds since 2016. Initially catering to a niche audience of older men with classic literature, the company shifted its focus to include popular genres like fantasy and sci-fi, which have seen a surge in demand. This pivot was largely influenced by the success of titles such as 'Game of Thrones', which revitalized the company's financial standing. In recent years, the Folio Society has recorded impressive sales, particularly in 2023, with bestselling titles including 'Howl’s Moving Castle', 'Dune', and 'Jurassic Park'. The under-25 demographic has emerged as a crucial market, nearly matching the over-65 demographic in size. This shift reflects broader trends in UK publishing, where younger readers are increasingly drawn to genre fiction. The society's editions are characterized by their high-quality craftsmanship, featuring bespoke illustrations and premium materials sourced from small suppliers. Prices range significantly, with some limited editions costing up to £1,000. The appeal of these artisanal books has been amplified through social media platforms like TikTok and Instagram, where their visual aesthetics resonate with younger audiences. As a result of this strategy, the Folio Society has successfully attracted a new generation of readers who appreciate the tactile experience of physical books, even as e-readers dominate the market. The company continues to engage with its audience, responding to requests for new titles, such as Madeline Miller’s 'Circe', further solidifying its place in the contemporary literary landscape.