The Little Group Ltd (TLG), parent company of Gardners Books Ltd and All Media Supply LLC (AMS), has further expanded its reach into the United States by setting up a subsidiary company, Gardners U.S. LLC, which has now been running for approximately five months. This move has garnered significant attention within the publishing industry, prompting many to wonder why the Little Group has decided to extend its American reach to now include books, and how the company has fared so far.
The decision to expand the American operation was not a sudden one; it had been in the works for some time. Gardners/TLG had been exploring opportunities in the United States for several years for books, with the aim of providing publishers and booksellers in the country with access to a vast range of both U.K. and U.S. books. We offer more than 250,000 titles from more than 1,000 U.K. publishers, and as the business develops, we fully expect to increase/add domestic U.S. titles to our growing offer. However, the pandemic did play a role in the timing of the launch, with the company’s plans being delayed by a few months due to the disruption caused by Covid-19.
Past experience
Despite the challenges presented by the pandemic, Gardners/TLG had learnt a great deal from the process of setting up a U.S. company back in 2014, when All Media Supply LLC, a startup company with a Florida-based operation, sprang into life and an “entertainment one-stop wholesaler,” with significant interest in the vinyl resurgence, was established. Today the AMS facility, which is based just outside Miami, provides a fantastic launchpad for the new business. According to Jonathan Little, Gardners’ managing director and The Little Group chairman, the company has found the experience to be less difficult than expected, particularly due to the benefit of having a large distribution facility that serves the entire United States already built, and already employing a significant U.S. workforce (with employees based in multiple states across the country).
It is also worth noting that few British book trade players have successfully set up U.S. operations in the past, with many companies choosing to partner with U.S.-based distributors rather than setting up their own operations. There are several reasons why this has been the case. First, the U.S. market is highly competitive, with a large number of established players who are difficult to dislodge. Additionally, the regulatory environment in the U.S. can be challenging to navigate, particularly for foreign companies who may be unfamiliar with the local regulations and requirements. Gardners, with the advantage of having navigated these challenges before, is well placed to succeed.
Well received
Despite these challenges, Gardners U.S. LLC has been well received by the American book trade. The company has already established relationships with several key publishers and booksellers, and has received positive feedback from its customers. One key advantage that Gardners has in the U.S. market is its extensive range of books, which is seen as a major selling point by many American booksellers. The company’s ability to provide a wide variety of titles from both large and small publishers has been particularly well received by its U.S. customers.
Gardners’ decision to launch an American operation was motivated by a desire to expand its reach, and provide publishers and booksellers in the United States with access to its vast range of books. Gardners has found that there is significant demand for its services in the country. The company has adapted well to the U.S. market environment and has been well received by the American book trade. With Gardners’ extensive experience in the U.K. book market, and its growing presence in the U.S., it will be interesting to see how the company continues to evolve in the coming years.
Nigel Wyman is sales and marketing director, Gardners Books Ltd.
