Navigating the Niche

"With our C&T titles, we had become used to a sales model that was proportionally more reliant on our niche market sales—direct to quilt stores, to craft chains and through craft distributors—than on book trade sales," adds Gailen Runge, creative director. "In the business model for the new imprint, we predicted Stash Books titles would sell as well into our core quilt market as our [other] C&T titles, and that they would sell exponentially better to the book trade. That has definitely been the case. Each of our Stash Books titles has been reprinted multiple times in its first year."