Executive Overview
In an increasingly consolidated global publishing landscape dominated by multinational media conglomerates, boutique independent presses face significant hurdles to achieve market penetration and sustainable growth. However, London-based Do Re Mi Books is defying conventional industry playbooks by launching with an ambitious transatlantic strategy from day one. Founded by husband-and-wife duo Sam Voulters—a ten-year veteran of Penguin Classics—and Anna Watanabe, an American illustrator, the press was established to bridge the gap between high-art international picture books and young readers in the U.K. and North American markets.
Focusing heavily on translated works from East Asia and Europe alongside original, in-house-developed intellectual property, Do Re Mi Books operates on a deeply defined, "child-centric" philosophy. Rather than altering visual narratives to fit homogenizing global standards, the house prioritizes artistic specificity, vibrant illustration, and unconventional voices. With trade distribution anchored by Consortium/Ingram in North America and targeted publicity spearheaded by Publisher Spotlight, Do Re Mi Books is preparing a rapid catalog expansion—scaling from an upcoming frontlist of 32 titles to a permanent cruising speed of approximately 40 publications annually.
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| DO RE MI BOOKS AT A GLANCE |
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| Founders: | Sam Voulters & Anna Watanabe |
| Headquarters: | London, United Kingdom |
| Target Markets: | United Kingdom & United States (Simultaneous) |
| Production Output: | 32 titles (Upcoming Year) -> ~40 titles/year cap |
| Distribution (US): | Consortium / Ingram Content Group |
| Marketing (US): | Publisher Spotlight (led by Ellen Myrick) |
| Core Editorial: | Child-centric picture books, board books, |
| | international works in translation (Japan, Korea, |
| | France, Germany) & original in-house IP |
+-------------------------------------------------------------------------+Detailed Chronology & Strategic Origins
From Institutional Publishing to Entrepreneurial Independence
The genesis of Do Re Mi Books stems from the intersection of professional industry expertise and personal domestic experience. For a decade, Sam Voulters served within the UK publishing ecosystem at Penguin Classics, overseeing iconic brand strategies and backlist heritage properties. Concurrently, Anna Watanabe built her career as a practicing illustrator, bringing a deep awareness of fine art, visual layout, and graphic design to the partnership.
The catalyst for founding their own house emerged from endless hours spent reading picture books to their own young children. Through this immersive parenting routine, Voulters and Watanabe identified a distinct market vacancy: while mainstream Western publishing frequently prioritized celebrity authors and rigid narrative tropes, there was a relative scarcity of visually daring, artist-driven picture books that prioritized raw fun, curiosity, and artistic whimsy.
[ Voulters: 10 Years at Penguin Classics ] + [ Watanabe: Professional Illustrator ]
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[ Intimate Reading Sessions with Children ]
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[ Identification of Gap in Western Market ]
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[ Launch of Do Re Mi Books (London HQ) ]Inspired by the artistic liberty and structural fun characteristic of Japanese picture books (Ehon), the duo resolved to establish a house capable of acquiring, translating, and publishing titles that children would naturally request to re-read.
Structuring a Simultaneous Transatlantic Launch
While traditional U.K. independent presses typically establish domestic distribution before attempting to license rights or secure distribution across the Atlantic, Do Re Mi Books integrated the United States into its baseline operating model prior to publishing its first title.
This decision was driven by two main factors:
- Bi-cultural Heritage: Given Watanabe’s American background, North America was viewed not as an external export destination, but as a secondary home market.
- Structural Retail Convergence: Voulters and Watanabe recognized structural parallels between the U.K. and U.S. retail book landscapes. The resurgence of independent bookselling in both territories, combined with operational realignments at major chains—such as Waterstones in the U.K. and Barnes & Noble in the U.S. adopting localized, curated buying models—created a favorable environment for boutique, visual-first frontlists.
Supporting Context & Market Metrics
The Landscape of Translated Children’s Literature
Historically, translated literature has accounted for less than 3% to 4% of the total published titles in the English-speaking world—a phenomenon frequently cited by literary scholars as the "three percent window." In the children’s picture book segment, this percentage has been even lower, often limited to historical classics or international co-editions from major European hubs.
HISTORICAL ENGLISH-LANGUAGE PUBLISHING MIX
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| English-Originated Titles (~96-97%) |Trans |
| |(~3%) |
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DO RE MI EDITORIAL TARGET ALLOCATION
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| Int'l Translations (Japan, Korea, EU) | Orig. IP / |
| (~50%) | Debut (~50%) |
+-------------------------------------------------------+Do Re Mi Books is actively challenging this trend by treating international acquisition not as a niche experimental line, but as a core pillar of its business model. The imprint focuses heavily on acquisitions from:
- Japan and South Korea: Regions renowned for cutting-edge visual literacy, innovative print techniques, and surreal, child-first narrative structures.
- Continental Europe: Key markets including France and Germany, known for rich traditions in avant-garde graphic design and illustrative experimentation.
Talent Acquisition & Digital Sourcing Pipeline
Rather than relying solely on traditional literary agency slush piles, Do Re Mi Books utilizes direct visual scouting mechanisms to discover undiscovered illustrators and authors. A primary discovery vector for the press is Instagram, which allows the founders to bypass conventional gatekeepers and identify visual talent whose work may not fit traditional commercial publishing templates.
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| DO RE MI TALENT & ACQUISITIONS PIPELINE |
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| [ Instagram & Digital Art Platforms ] --> Direct Talent Outreach |
| [ Foreign Rights Markets (JP, KR, EU) ] --> Translation Licenses |
| [ In-House Originated Concepts ] --> Bespoke Creative Teams |
+-------------------------------------------------------------------+By pairing non-traditional illustrators with strong editorial guidance, or licensing acclaimed backlist titles from East Asian catalog rights-holders, the publisher builds an agile, visually distinctive slate.
Distribution & Operational Infrastructure
To support nationwide distribution across North America, Do Re Mi Books partnered with Consortium Book Sales & Distribution (an Ingram Content Group company). This partnership gives the London-based press access to major retail chains, independent bookstores, library systems, and educational markets throughout the U.S. and Canada.
Marketing and promotional operations in the United States are managed by Publisher Spotlight, under the leadership of industry veteran Ellen Myrick. This infrastructure ensures that Do Re Mi’s translated and original titles receive targeted placement in trade reviews, library journals, and specialized retail channels, mitigating the logistical challenges faced by overseas independent houses.
Official Statements & Creative Philosophy
Re-Anchoring the Editorial Ethos on "Child-Centricity"
In discussions regarding the company’s foundational philosophy, co-founder Sam Voulters emphasized that the imprint’s primary commitment is to the raw perspective of the child reader, rather than the moralized expectations of adult purchasers.
"Our books are very child-centric," Voulters stated. "We’re big illustration fans. There are so many exciting illustrators desperate to do children’s books, but it can be a difficult space to break into, especially if your work is very different. We want to give space to different voices and art styles."
This focus directly shapes the press’s approach to board books and early-childhood formats. Rather than applying abstract design formulas, Voulters and Watanabe develop their layout and color strategies through direct observation of how infants and toddlers physically interact with print media.
"We spend a lot of time reading together with children," Voulters explained. "We pay attention to what elements they latch on to, what sparks their imaginations, or simply what gets them excited. This observation helps us think like children and guides the decisions we make about our board books."
Traditional Publishing Approach Do Re Mi "Child-Centric" Approach
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| Adult-Centric Pedagogy | | Observational Visual Cues |
| Mainstream Commercial Tropes | vs | Artistic Diversity & Fun |
| Homogenized Global Appeal | | Deep Cultural/Personal Spec. |
+-------------------------------+ +-------------------------------+Rejection of the "Universal Appeal" Paradigm
A central debate in translated children’s literature is whether illustrations and stories must be modified to achieve cross-cultural uniformity. Do Re Mi Books rejects this requirement, advocating instead for cultural specificity and personal authenticity over generic appeal.
When asked whether children’s visual narratives must be universally understood across international borders, Voulters offered a clear counter-perspective:
"I don’t think that children’s illustrations or books need to be universally understood. That would be a really difficult thing to achieve. You can get far more interesting results if you make a book for a single child that you know—maybe your own child, a niece or your little brother, or even yourself as a child. If you make the most awesome book for that child in particular, other children are bound to love it as well."
This creative belief underpins their translation strategy. By keeping local aesthetic nuances intact—whether from a Japanese neighborhood scene or a distinct Korean visual pacing—Do Re Mi Books trusts young readers to engage with unfamiliar cultural contexts through artistic expression.
Future Outlook & Strategic Scaling
Production Scaling & Output Projections
As Do Re Mi Books enters its next phase of growth, the house has outlined a clear trajectory for catalog expansion. The publisher is preparing to release 32 titles in the upcoming publishing year, with plans to scale production to a stable output of roughly 40 titles per year once operational maturity is achieved.
ANNUAL TITLE PRODUCTION TRAJECTORY
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40 +--------------------------------------------------+-------------+| <-- Target Maturity Cap (~40 titles/yr)
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30 +-------------------------+------------------------+ |
| | (Upcoming Slate: 32) |
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| (Launch Phase) |
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Year 1 Year 2 Year 3+To sustain this volume without compromising artistic quality, the imprint employs a three-part editorial pipeline:
- Active Translation Acquisitions: Acquiring both contemporary frontlist hits and out-of-print classic picture books and middle-grade fiction from international rights holders across Asia and Europe.
- Direct Illustrator Commissions: Partnering directly with debut and non-traditional illustrators discovered via digital platforms to shepherd their original concepts into commercial print formats.
- In-House Concept Origination: Generating core story and design concepts internally, then assembling custom creative teams—matching specific writers, illustrators, and translators—to bring the projects to fruition.
Industry Implications & Transatlantic Reach
The trajectory of Do Re Mi Books highlights wider shifts in the publishing industry:
- Lowering Barriers to Transatlantic Entry: The strategic combination of digital talent scouting and third-party distribution partners (such as Consortium/Ingram) allows boutique presses to compete internationally without building costly physical infrastructure abroad.
- Elevating Translated Visual Storytelling: By demonstrating that young children readily connect with non-Western visual styles, Do Re Mi is proving that the market for translated picture books extends far beyond niche academic circles.
- Empowerment of Independent Retail Outlets: As major book retailers lean into curated, visually driven inventory to drive foot traffic, publishers capable of offering distinctive, high-craft international picture books are well-positioned to secure valuable shelf space.
Through their combined publishing background, artistic perspective, and child-centered focus, Sam Voulters and Anna Watanabe are establishing Do Re Mi Books as a notable independent player in transatlantic children’s media. By trusting children’s capacity to embrace artistic diversity, the house offers a viable alternative model for modern international publishing.
