FairyLoot
UK-based online subscription service
From Wikipedia, the free encyclopedia
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]
- Anissa de Gomery (co-founder)
- Michael Sammer (co-founder)
 | |
| Type | Subscription service |
|---|---|
| Founded | 2016 in London, United Kingdom |
| Founder |
|
| Website | fairyloot |
History
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
| Books our way | |
| Parent company | Transworld at Penguin Random House |
|---|---|
| Founded | January 2025
London, England, UK |
| Official website | https://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]