Tukan Publishing
Tukan Publishing (Tukanen AB) is a Swedish independent book publisher selling children's and adult titles directly via tukanforlag.se and through Swedish bookstores, with notable commercial authors Christoffer Holst and Hanna Blixt and a sister-company ecosystem covering education and Denmark.
- Company typePrivate
- Founded2008
- HeadquartersVästra Frölunda, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Tukan Publishing does
Tukan Publishing (legal entity Tukanen AB) is a Swedish independent book publisher founded in 2008 and headquartered in Västra Frölunda, Gothenburg. It operates a dual-segment catalog spanning children's books (picture books, activity and craft books, fantasy series, and non-fiction organized across age bands 0–15) and adult books (lifestyle, food and drink, health and personal development, fiction including feelgood, thriller, and romance). Branded series include Fotbollsstjärnor (children's football biographies), Historievåktarna (historical fantasy by Hanna Blixt and Jakob Blixt, with extensions including the Heliga graalen trilogy), Måndrakarna, Trickster (by Caroline Grimwalker), and David Ritter (by Ramona Ivener). The adult feelgood fiction of Christoffer Holst represents the catalog's strongest commercial asset with over 400,000 copies sold in Sweden.
The business model is direct-to-consumer e-commerce on tukanforlag.se combined with physical retail distribution through Swedish bookstores, with international reach via translations and a Danish sister company (Forlaget Tukan). The technology stack is standard: a WordPress-based storefront with Klarna checkout (invoice, installment, card), PostNord and Schenker logistics integrations, Google Analytics for traffic analysis, and Cookie Information for GDPR consent management. Pricing is unit-based in SEK across board books (79–89 SEK), standard paperback/hardcover (99–299 SEK), premium/special editions (229–429 SEK), and digital formats (99–199 SEK), with free shipping over 299 SEK. The company is part of a sister-company ecosystem under the apparent Tukanen AB group that includes Nona (general publishing), Tukan Läromedel (educational materials), and Forlaget Tukan (Denmark). The company employs 11–50 staff and operates primarily in Sweden, with author school visits (notably Hanna Blixt's nearly 500 visits) functioning as a grassroots marketing and community engagement channel.
Tukan Publishing firmographics
Firmographics- Name
- Tukan Publishing
- Legal name
- Tukanen AB
- Website
- https://tukanforlag.se
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tukan Publishing (Tukanen AB) is a Swedish independent book publisher selling children's and adult titles directly via tukanforlag.se and through Swedish bookstores, with notable commercial authors Christoffer Holst and Hanna Blixt and a sister-company ecosystem covering education and Denmark.
- Ownership category
- akta.pro rank
Tukan Publishing industry classification
Industry- Product category
- Book Publishing
- NAICS
- Book Retailers and News Dealers (4592)
- SIC
- Books: Publishing Or Publishing & Printing (2731)
- akta.pro primary industry
- Early Readers & Chapter Books Publishing (MPAJAFAB)
- akta.pro secondary industries
- Picture Book Publishing (MPAJAFAA), Genre & Category Publishing (Romance, Mystery/Thriller, Sci‑Fi/Fantasy, etc.) (MPAJAAAB)
Keywords
Where Tukan Publishing is headquartered
LocationHeadquarters
- HQ city
- Västra Frölunda
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Tukan Publishing business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Book Sales: Tukan Publishing generates revenue through the sale of physical books, e-books, and audiobooks directly to consumers via their e-commerce website and through physical retail distribution channels in Sweden. Books are sold at various price points ranging from 79 SEK to 429 SEK, with most titles priced between 79-299 SEK.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget/Board Books |
| Unit Pricing | Pay-as-you-go | Standard Paperback/Hardcover |
| Unit Pricing | Pay-as-you-go | Premium/Special Editions |
| Unit Pricing | Pay-as-you-go | E-books and Audiobooks |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
Tukan Publishing product offering
Product offeringCore offering
Tukan Publishing (Tukanen AB) is a Swedish book publisher that produces and sells books for both children (ages 0–15, covering picture books, activity books, fantasy fiction, and non-fiction) and adults (lifestyle, food and drink, health, hobbies, and fiction including feelgood novels and thrillers). Books are sold directly to consumers via the company's own e-commerce website at tukanforlag.se and distributed through physical bookstores across Sweden, with formats including board books, paperbacks, hardcovers, e-books, and audiobooks priced from 79 SEK to 429 SEK.
Product overview
Tukan Publishing is a Swedish book publishing company offering a dual product portfolio: books for children (ages 0-15) and books for adults. The children's section includes picture books, activity/craft books, fantasy series (Historieväktarna, Måndrakarna), and educational titles. The adult section covers lifestyle, food/drink, and fiction. Key branded series include Fotbollsstjärnor (children's sports biographies), Historieväktarna (historical fantasy for children), and various adult fiction series.
Differentiator
Problem solved
Functional benefit
Products and services
- Children's Books (Böcker för barn) A comprehensive range of children's books including picture books (bilderböcker), activity and coloring books (pyssel- och målarböcker), fantasy fiction, non-fiction (faktaböcker), and book series (bokserier). Books are categorized by reading age (0-15) and cover themes such as sports, history, adventure, and crafts for young readers.
- Adult Books (Böcker för vuxna) Books for adult readers covering categories including food and drink (mat och dryck), lifestyle, hobby and leisure (livsstil, hobby och fritid), health and personal development (hälsa och personlig utveckling), and fiction.
- Fotbollsstjärnor (Football Stars) Series A children's book series featuring easy-to-read mini-biographies about football stars and teams, targeted at readers aged 6-9.
- Historieväktarna (History Guardians) Series A fantasy book series for children written by Hanna Blixt and Jakob Blixt, featuring time-travel adventures that blend fact and fiction, including the original series, Fenix trilogin (Phoenix Trilogy), and Heliga graalen-trilogin (Holy Grail Trilogy).
- Måndrakarna (Moon Riders) Series A fantasy adventure series for young readers written by Hanna Blixt, featuring characters Coraline and Keelan on magical quests.
- Trickster Series A thriller series by Caroline Grimwalker about Ina Farkas who becomes involved with a secret organization called the Trickster.
- David Ritter Series A crime thriller series by Ramona Ivener featuring detective David Ritter investigating criminal cases.
Quantifiable outcome
- Over 400,000 book copies sold in Sweden for single author (Christoffer Holst)
- +1 more outcomes
Companies that use Tukan Publishing
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles4 records
Tukan Publishing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Tukan Publishing partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- KlarnacoreKlarna provides payment processing services for Tukan Publishing's e-commerce website, enabling customers to pay via invoice, installment plans, or direct card payment. This partnership is essential for the company's direct-to-consumer sales operations.
- PostNordcorePostNord handles delivery of light parcels (under 2kg) as parcel delivery to customers' mailboxes. Standard shipping partner for the e-commerce operation.
- SchenkercoreSchenker handles delivery of heavier parcels (over 2kg) to pickup points near customers' addresses. Logistics partner for larger book orders.
- NonacoreNona is a sister publishing company under Tukanen AB. Both companies share the same parent organization and likely collaborate on publishing operations, distribution, and back-office functions.
- Tukan LäromedelcoreTukan Läromedel is a sister company specializing in educational materials. Part of the Tukanen AB group, serving the educational market with teaching resources and evaluation copies for schools.
- Forlaget Tukan (Denmark)minorDanish sister company of Tukan Publishing, extending the brand to the Danish market. Part of the Tukanen AB group with operations in multiple Nordic countries.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Tukan Publishing competitors and assessment
Company assessmentDirect peers
- Lind & Co: Swedish independent publisher with broad adult trade catalog including lifestyle, food, fiction, and non-fiction. Comparable to Tukan's adult book segment on catalog breadth and pricing positioning.
- Norstedts Förlag: Major Swedish general-interest publisher with established children's and adult fiction lines. Direct peer to Tukan Publishing in terms of market, language, and product categories.
- B. Wahlströms: Historic Swedish publisher of children's and young adult fiction. Comparable to Tukan's youth fiction and series offerings targeting readers aged 9–15.
- Rabén & Sjögren: Long-established Swedish children's book publisher under the Bonnier group. Highly comparable to Tukan's children's book division, particularly for picture books, early readers, and chapter book series.
- Piratförlaget: Swedish trade publisher with strong fiction and non-fiction adult catalog. Comparable to Tukan's adult fiction (feelgood, thriller) and lifestyle segments.
Emerging players
- Storytel: Swedish-headquartered audiobook and e-book subscription platform. Comparable to Tukan as a Nordic book-distribution channel and a growing digital format Tukan also publishes into, though Storytel operates an asset-light streaming model rather than publishing.
- Hippo Förlag: Swedish independent publisher specializing in children's and young adult fiction. Comparable to Tukan in scale, Swedish-market focus, and youth series publishing.
Regional players
- Adlibris: Nordic online book retailer distributing Swedish-language titles across multiple publishers. Comparable to Tukan as a Swedish book distribution channel, though Adlibris is a retailer rather than a publisher.
- Bokia: Swedish bookstore chain carrying titles from multiple publishers including independent Swedish publishers. Comparable as a key Swedish physical retail channel for Tukan's book distribution.
Broad incumbents
- Bonniers (Albert Bonniers Förlag): Sweden's largest trade publisher, covering fiction, non-fiction, and children's books across the full age range. Comparable to Tukan as both are Swedish trade publishers serving overlapping consumer segments, though Bonniers operates at vastly greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Tukan Publishing social profiles
Digital presenceTukan Publishing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tukan Publishing leadership team
Management profileNumber of profiles
Tukan Publishing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tukan Publishing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tukan Publishing
What does Tukan Publishing do?
Tukan Publishing (Tukanen AB) is a Swedish book publisher that produces and sells books for both children (ages 0–15, covering picture books, activity books, fantasy fiction, and non-fiction) and adults (lifestyle, food and drink, health, hobbies, and fiction including feelgood novels and thrillers). Books are sold directly to consumers via the company's own e-commerce website at tukanforlag.se and distributed through physical bookstores across Sweden, with formats including board books, paperbacks, hardcovers, e-books, and audiobooks priced from 79 SEK to 429 SEK.
Is Tukan Publishing a public or private company?
Tukan Publishing is a private company. It is classified as unknown and is currently operating.
When was Tukan Publishing founded?
Tukan Publishing was founded in 2008. It employs 11 to 50 people.
Where is Tukan Publishing based?
Tukan Publishing is headquartered in Västra Frölunda, Sweden, in the Europe region.
How does Tukan Publishing make money?
One revenue line is on record: book Sales.
Who are Tukan Publishing's main competitors?
Direct peers on record are Lind & Co, Norstedts Förlag, B. Wahlströms, Rabén & Sjögren and Piratförlaget. Emerging players are Storytel and Hippo Förlag. Regional players are Adlibris and Bokia. Bonniers (Albert Bonniers Förlag) is listed as a broad incumbent.
Does Tukan Publishing have an API?
No public API is recorded for Tukan Publishing.
What industry is Tukan Publishing in?
Tukan Publishing's product category is Book Publishing. Its primary akta.pro industry code is MPAJAFAB, Early Readers & Chapter Books Publishing, with a secondary code of MPAJAFAA, Picture Book Publishing. Its NAICS code is 4592 and its SIC code is 2731.