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Overview
Wonderbly creates personalized children's books tailored to each child, combining storytelling, engineering, digital and print to produce bespoke, beautifully illustrated books. These books are made and shipped through an online, direct-to-consumer platform, with the core process centered on collecting a child’s name and details to customize the story text and illustrations before printing and delivering a physical book. The company differentiates itself by offering large-scale, high-quality personalization via an e-commerce platform and strong global reach, backed by venture funding, rather than relying on traditional publishing channels. Its goal is to make personalized storytelling accessible to families worldwide and provide meaningful, gift-worthy books for children.
About Wonderbly
Industries
Consumer Software
Consumer Goods
Company Size
51-200
Company Stage
Series B
Total Funding
$27M
Headquarters
London, United Kingdom
Founded
2012
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Simplify's Take
What believers are saying
- Wonderbly won 2025 British Book Awards shortlist recognition, strengthening retailer and author credibility.
- The 2023 Historic Newspapers acquisition expands adult gifting beyond children's books.
- Bertelsmann said Wonderbly remains independent within PRH, preserving growth capital and distribution.
What critics are saying
- PRH ownership dilutes Wonderbly's independence and direct customer-data advantage by 2027.
- Amazon, DK, and rivals can copy personalized gifting, compressing margins fast.
- Historic Newspapers integration can distract management and erase Wonderbly's premium brand.
What makes Wonderbly unique
- Wonderbly sold 11 million books across 140 countries by June 2025.
- Its personalization engine and direct-to-consumer model are hard for traditional publishers.
- Graphite doubled revenues and EBITDA before PRH bought Wonderbly in June 2025.
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Funding
Total Funding
$27M
Below
Industry Average
Funded Over
5 Rounds
Industry standards
Growth & Insights and Company News
6 month growth
↓ -3%1 year growth
↑ 0%2 year growth
↑ 9%Graphite Capital won the Value Creation Deal of the Year award in the Lower Mid-Market at the 2026 Actum Private Equity Value Creation Awards for its transformation of Wonderbly, a publisher of premium personalised books. The recognition followed Wonderbly's sale to Penguin Random House in June 2025. During Graphite's ownership, Wonderbly more than doubled revenues and EBITDA, primarily through organic growth. The business expanded into adult gifting, completed two strategic acquisitions, and achieved B Corp certification. Graphite also strengthened Wonderbly's market position through investments in data science and brand development.
Wonderbly was named Children's Publisher of the Year at the 2021 British Book Awards and was shortlisted for both Children's Publisher of the Year and Publisher of the Year at the 2025 British Book Awards.
The Penguin Random House acquisition machine continues to roll on, with the world’s largest trade publishing announcing it has bought one of the U.K.’s fastest-growing independent publishers, Wonderbly, which has used a direct-to-consumer business model to sell more than 11 million books in 140 countries.
Penguin Random House (PRH) has acquired U.K.-based Wonderbly, a fast-growing independent publisher known for personalized gift books. Founded in 2013 and rebranded in 2017, Wonderbly was previously acquired by Graphite Capital in 2021. The terms of the PRH deal were not disclosed. Wonderbly will operate independently within PRH, collaborating with the DK group. CEO Asi Sharabi will continue to lead from London. The acquisition aims to accelerate growth and expand reach.
Since partnering with private equity firm Graphite Capital in 2021, Wonderbly has also acquired The Book of Everyone, which is now available on its website.
Wonderbly is Hiring for 2 Jobs on Simplify!
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About Wonderbly
Industries
Consumer Software
Consumer Goods
Company Size
51-200
Company Stage
Series B
Total Funding
$27M
Headquarters
London, United Kingdom
Founded
2012
Wonderbly is Hiring for 2 Jobs on Simplify!
Find jobs on Simplify and start your career today