What Graffeg does

Graffeg is an independent book publisher founded in 2003 and headquartered in Llanelli, Wales, with a second office in Cardiff. The company specializes in illustrated non-fiction, children's books, and bilingual (English-Welsh) publishing through its Graffeg Bach imprint. Its catalogue of 401+ titles spans multiple categories including children's books (213+ titles across age bands 0-3 through 12+), Arts & Culture, History (with niche series like Lost Lines and Lost Tramways), Nature, Health, and Food & Cookery, complemented by 306 ebooks, 26 audiobooks, and 197 literary gift and merchandise SKUs including cards, calendars, prints, and mugs.

The business operates a multi-channel go-to-market model anchored by a Shopify-powered direct-to-consumer e-commerce storefront with international multi-currency shipping. Distribution is supplemented by wholesale trade accounts, the Faire wholesale marketplace, and direct B2B sales to schools via curriculum-aligned Reading Packs and outdoor education Story Walk Packs. Revenue streams include book retail, wholesale distribution, literary gifts and merchandise, contract publishing services for external clients, and educational school resources. Pricing is unit-based, ranging from low-priced board books to premium hardcover special editions, with promotional bundles (e.g., 3-for-2 offers, 4 books for £20).

The company's underlying technology stack is entirely built on third-party commercial platforms (Shopify for commerce, Adobe InDesign for catalogue production, PLSclear for rights licensing), with no proprietary technology or AI/ML capabilities. Graffeg engages in community-led marketing through author podcasts, author interview series, the ABC of Opera podcast, and participation in literary events including the Cardiff Animation Festival. The company has received multiple industry recognitions including a Gourmand World Book Cookbook Award (2022) and a Kate Greenaway Medal nomination (2022).

Name

Graffeg

Legal name

Graffeg Books

Website

https://graffeg.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Graffeg is a Wales-based independent book publisher (founded 2003) producing illustrated non-fiction, children's books, and bilingual English-Welsh titles, selling through its own Shopify shop, Faire wholesale, and direct school catalogues to consumers, educators, and retailers.

Ownership category

akta.pro rank

Product category

Independent Book Publishing

NAICS

Office Supplies, Stationery, and Gift Retailers (4594), Office Supplies and Stationery Retailers (459410)

SIC

Books: Publishing Or Publishing & Printing (2731), Miscellaneous Publishing (2741)

akta.pro primary industry

Children’s Educational & Curriculum Publishing (MPAJAFAF)

akta.pro secondary industries

Cookbooks, Food & Drink Publishing (MPAJAAAG), Popular Science, Technology & Nature Trade Publishing (MPAJAAAJ), Humor, Gift & Specialty Format Books (Journals, Coloring, etc.) (MPAJAAAN), Early Learning & Preschool Trade (Ages 0–5) (EDAGAIAA)

Keywords

• Independent book publishing
• Illustrated children's books
• Welsh language publishing
• Educational reading resources
• Literary gifts and merchandise

Headquarters

HQ city

Llanelli

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Book Sales: Direct retail sales of books through owned e-commerce platform, including children's books, illustrated non-fiction, Welsh language books, and general interest titles across multiple formats including print, ebook, and audiobook.
2. Wholesale/Distribution: B2B wholesale distribution through trade accounts and Faire Wholesale Shop, supplying booksellers, retailers, and educational institutions with bulk orders and trade pricing.
3. Literary Gifts & Merchandise: Sales of high-quality cards, posters, fine art prints, bookmarks, colouring books, diaries, calendars, mugs, tea towels, wrapping paper, and T-shirts featuring literary themes and artwork from published books.
4. Contract Publishing Services: Contract publishing services offered to external clients, providing publishing expertise, design, and production capabilities for third-party book projects.
5. School Resources: Sales of educational resources including reading packs, story walk packs, and teaching resources specifically designed for schools and educational institutions.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

Graffeg is an independent Wales-based publisher producing illustrated children's books (board books through young adult), Arts & Culture titles, History, Nature, Health, and Food & Cookery books in both English and Welsh. The company sells its publications directly to consumers via a Shopify-powered online shop, supplies the book trade through wholesale accounts and the Faire marketplace, and provides educational resources (reading packs, story walk packs, teaching notes) to schools.

Product overview

Graffeg Books is a Wales-based independent publisher operating as a single unified publishing house rather than a platform architecture. Their product portfolio spans illustrated children's books in English and Welsh (from board books for 0-3 years through young adult titles for 12+), Arts & Culture publications (fine art, photography, opera, film), History books (including Lost Lines railway series and Lost Tramways series), Nature/Wildlife photography books, Health & Wellbeing titles, Food & Cookery books, and a Welsh-language line called Graffeg Bach. Beyond books, they offer educational products including School Reading Packs, Teaching Resources, and Story Walk Packs (outdoor learning resources based on their Fletcher the Fox series), a Tudor Places Magazine periodical, Literary Gifts & Merchandise (cards, posters, calendars, mugs, prints), and digital formats (Ebooks and Audiobooks). They also provide Contract Publishing Services to external clients. All products are available through their Shopify-powered online bookshop with wholesale distribution via Faire.

Differentiator

Problem solved

Functional benefit

Brands

• Graffeg Bach: Welsh-language books imprint featuring titles for children including 0-3 years board books, 3-5 years picture books, 5-7 years early readers, 7-11 years middle grade, and 12+ years young adults in Welsh.

Products and services

• Children's Books Illustrated children's books across multiple age categories (0-3 years board books through 12+ years young adults), available in English and Welsh. Covers 213+ titles in the dedicated children's collection.
• Graffeg Bach (Welsh Language Books) Welsh-language children's books covering the same age ranges as the main children's collection, including board books, picture books, early readers, and young adult titles in Welsh. The Graffeg Bach imprint has 31 Welsh language titles.
• Arts & Culture Books Illustrated books covering fine art, ceramics, film and TV, poetry and art, photography, and opera topics. Collection features 71 titles including fine art, photography, opera, and cultural subjects.
• History Books History and heritage books including Wales-focused content, Tudor history (Tudor Places), and historical railway content (Lost Lines, Lost Tramways series). The History collection includes 89 titles.
• Nature Books Nature and wildlife photography books featuring British wildlife, birds, and environmental topics, including titles such as 'Puffins' and 'British Wildlife Through My Lens'.
• Health Books Wellness and wellbeing books covering emotional health, mindfulness, anxiety management, dementia care, and mental health support for various age groups.
• Food & Cookery Books Cookery and food-related illustrated books including Angela Gray's Cookery School series and regional Flavours of England/Wales collections. Includes titles such as 'Melting Pot' (winner of Gourmand World Cookbook Awards 2022).
• Lost Lines Series Historical books documenting Britain's lost railway lines, available individually and as bundle options.
• Lost Tramways Series Historical books documenting Britain's lost tramway systems by region, available individually and as bundle options.
• Story Walk Packs Outdoor education resources based on Graffeg's Fletcher the Fox series, designed for schools to conduct story walks. Includes Fletcher and the Bee, Fletcher and the Rockpool, Fletcher and the Rainbow, Fletcher and the Caterpillar, Fletcher and the Summer Show, Fletcher and the Falling Leaves, and Fletcher and the Springtime Blossom.
• School Reading Packs Curated book collections organized by educational areas of learning including Expressive Arts, Health and Wellbeing, Humanities, Languages, Literacy, Mathematics, Science, Life Skills, and Relationships. Available in both English (Areas of Learning) and Welsh (Meysydd Dysgu).
• Tudor Places Magazine Magazine publication covering Tudor-era heritage sites including castles, forts, abbeys, cathedrals, manor houses, churches, and gardens.
• Literary Gifts & Merchandise Gift items including greetings cards, posters, fine art prints, bookmarks, colouring books, diaries, planners, calendars, mugs, T-shirts, bags, gift vouchers, tea towels, and wrapping paper. Also includes branded collections featuring authors like Jackie Morris and Dylan Thomas. 197 items in total.
• Ebooks Digital book versions of Graffeg's titles available for electronic reading. Catalogue of 306 titles across all categories.
• Audiobooks Audio book versions of selected Graffeg titles including children's books and other publications. Catalogue of 26 audiobooks.
• Contract Publishing Services Publishing services offered to external clients for producing their books and related materials, providing publishing expertise, design, and production capabilities for third-party book projects.
• Book Bundles Curated multi-book deals including themed bundles (4 books for £20) and special offers such as 3 books for the price of 2.

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• PLSclearcoreTechnology or IntegrationPLSclear provides permissions and licensing clearance services, enabling Graffeg to manage copyright permissions and licensing for book content reuse and adaptations.
• European Travel CommissionminorOthersEuropean Travel Commission offers grant information resources that Graffeg publishes and distributes, supporting travel and tourism content creators.
• Faire WholesalecoreChannel Partner/ Reseller/ DistributorGraffeg operates a wholesale distribution channel through the Faire marketplace, enabling independent retailers to purchase Graffeg books and merchandise for resale.
• ShopifycoreTechnology or IntegrationGraffeg's e-commerce platform is powered by Shopify, providing the technical infrastructure for their online shop, including product listings, shopping cart, checkout, and international shipping capabilities.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Walker Books: Major UK children's publisher with a broad portfolio of picture books, illustrated non-fiction, and educational titles. Larger incumbent operating in the same children's illustrated book market and competing for the same retail shelf space and school library budgets.

Direct peers

• Y Lolfa: Welsh independent publisher producing books in Welsh and English across children's, fiction, history, and educational categories. Most direct comparable given overlapping bilingual publishing capability, Welsh regional positioning, and competing for the same institutional and consumer Welsh-language book buyers.
• Seren Books: Welsh independent literary publisher producing poetry, fiction, biography, and history with Welsh/Wales-focused titles. Comparable for the History and Arts & Culture segments of Graffeg's adult catalogue, sharing trade distribution and award circuits.
• Honno: Independent Welsh press publishing fiction, poetry, and history with strong Welsh cultural and bilingual angles. Comparable as an independent Welsh publisher pursuing similar direct-to-consumer and trade distribution with shared Welsh cultural identity positioning.
• Dref Wen: Welsh children's book publisher producing picture books and early readers in Welsh. Directly comparable for Welsh-language children's picture books serving the same primary Welsh-medium school and consumer segments that Graffeg Bach targets.
• Gwasg Carreg Gwalch: Welsh publisher specialising in children's books, educational resources, and outdoor learning materials for schools. Directly comparable on the school reading pack and Welsh curriculum alignment side of Graffeg's business, including outdoor/story-based educational products.
• Firefly Press: Wales-based independent children's book publisher producing middle grade and young adult fiction. Comparable as a competing Welsh independent publisher of illustrated children's titles, pursuing similar trade accounts and school channel relationships.

Emerging players

• Barefoot Books: Independent children's publisher producing illustrated picture books with an accompanying catalogue of gifts, puzzles, and merchandise. Highly comparable cross-format monetisation model (book plus curated gift/merchandise) used to drive D2C and gift retail revenue.
• Nosy Crow: UK-based independent children's publisher with a strong illustrated picture book and early reader list. Adjacent peer operating in the same illustrated children's trade book market, sharing retail channels and author award circuits though broader UK rather than Welsh-focused.
• Owlet Press: UK independent children's picture book publisher with a curated illustrated list. Comparable as a smaller independent competing in the illustrated picture book space and trading on curatorial specialisation rather than scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/graffeg_books
• YouTubeyoutube.com/channel/UCqnEBIarxraMZEYD8IlXh-A
• Facebookfacebook.com/graffegbooks
• Instagraminstagram.com/graffegbooks
• Pinterestuk.pinterest.com/graffegbooks

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Graffeg