Bloom Books has emerged as a major force in the publishing industry, quickly climbing the ranks to become the fastest-growing imprint in the romance genre. With the help of big names like E.L. James, the author of Fifty Shades of Grey, Bloom Books has not only redefined the role of self-published authors in traditional publishing but has also become a model for a new era in book distribution.
The Rise of Bloom Books: A Game-Changer in Romance Publishing
In 2021, romance publisher Bloom Books started with one major author, E.L. James, and a bold vision to disrupt traditional publishing. The imprint focused on courting self-published authors who already had large online fan bases, offering them flexibility in their publishing deals. Instead of demanding full rights to every format, Bloom allowed these authors to retain e-book and audiobook rights while acquiring only print rights. This approach has proven to be highly successful, creating a fresh model for self-published authors to scale their books into mainstream best-sellers.
Scarlett St. Clair’s Journey to Mainstream Success
Scarlett St. Clair, a former librarian from Oklahoma, became a perfect example of Bloom’s success story. After her Greek mythology-inspired romance novel A Touch of Darkness went viral on TikTok, sales skyrocketed, and St. Clair struggled to manage demand. Traditional publishers turned her down, unable to match her lucrative self-publishing success. However, Bloom offered her a deal that catered to her entrepreneurial spirit, which included control over cover design, marketing, and release schedules. With Bloom’s support, St. Clair has since sold millions of copies of her books, becoming one of the most popular authors in the genre.
Bloom’s Strategy: Targeting the TikTok-Driven Romance Boom
The publishing landscape shifted dramatically with the rise of TikTok, where viral moments have catapulted unknown authors into the limelight. Bloom Books capitalized on this phenomenon by targeting self-published authors with existing fan bases who had successfully garnered attention on platforms like BookTok. By acquiring the print rights and rapidly distributing books to major retailers like Barnes & Noble, Target, and Costco, Bloom turned these viral authors into mainstream best-sellers.
This unique strategy has allowed Bloom to land 23 books and two series on the New York Times best-seller list in 2024 alone, with authors like Lucy Score, L.J. Shen, and Ana Huang leading the charge. The imprint has grown rapidly, surpassing $100 million in sales in 2023 and achieving a 58% growth in 2024. Today, Bloom Books controls nearly a quarter of the booming romance fiction market.
E.L. James: A Mentor and Force Behind Bloom’s Success
The imprint’s early success can be attributed in large part to its founding author, E.L. James. After leaving her previous publisher, James joined Bloom Books to help launch the imprint. Her role wasn’t just as an author; she became a mentor for other self-published authors who joined Bloom, offering guidance on navigating sudden fame, handling social media challenges, and making marketing decisions. James’s entrepreneurial background and hands-on approach to book marketing helped shape Bloom’s philosophy of empowering authors with control over their own publication processes.
Bloom’s Innovative Approach to Publishing and Growth
What sets Bloom apart from traditional publishers is its speed and flexibility. Unlike legacy publishers, which can take years to release a book, Bloom’s model includes “crash-publishing,” where books are released rapidly to capitalize on current demand. This strategy helps authors gain exposure quickly and tap into the momentum generated by their viral success.
As Bloom Books continues to expand its reach—recently launching international imprints in Brazil and Germany—their focus remains on nurturing a close-knit community of authors and readers. With innovative publishing strategies and an eye for upcoming talent, Bloom Books shows no sign of slowing down.
Conclusion: The Future of Self-Published Authors in Traditional Publishing
Bloom Books has redefined the role of self-published authors in the world of traditional publishing. With their flexible deals, data-driven marketing strategies, and rapid distribution, they’ve helped authors transition from niche successes to mainstream best-sellers. As more readers turn to romance novels for escapism, Bloom is poised to continue shaping the future of the genre, ensuring that self-published authors can thrive without giving up their creative independence.