Even in this online world, schools and parents still hope their children will read books, much to the delight of publishers. Unlike companies who seek only commercial success, Barefoot Books has kicked off its shoes and found a greater mission. Barefoot Books takes its inspiration from different cultures, focusing on “themes that encourage independence of spirit, enthusiasm for learning, and sharing of the world’s diversity.”

From its inception, Barefoot sought to differentiate itself through the use of color, high-quality illustration and tales that teach children about the world beyond their doors. Using durable, environmentally-friendly materials and emphasizing learning as well as fun, the publisher has clearly socked it to competitors with its line of books, CDs and gift items.

• Barefoot Books was founded in 1993 by two mothers who were refugees from the corporate world.
• The company has grown to over 400 titles in print, with 2008 revenues of nearly $7 million.
• Along with the original location in the UK, Barefoot has opened a US office in Cambridge, Mass.

Barefoot’s success has resulted not only from its quality products, but also from its ability to get its foot in the door with several unorthodox distribution channels. Initially, the company worked with chain bookstores, but it pulled out in 2005 in favor of a focus on independent booksellers. Barefoot has resumed these relationships, but they now account for no more than 1% of sales.

Last year, Barefoot put on its high heels and took a classy stride when it opened a 1,000 square foot boutique in New York City’s FAO Schwartz in an arrangement designed to benefit both companies. Featuring storytelling hour three times daily, the Barefoot partnership spurred the toy store to boot its book department out of the basement into more colorful, attractive digs. And, a Barefoot store in London will soon join the seven-year-old establishment in Cambridge.

Barefoot has also added a home-based sales force. Using the Tupperware model, 1,500 salespeople represent the fastest-growing sales channel and about 20% of revenue. By entering city and state information, visitors to the website can locate and contact the nearest “stallholder.”

More evidence that Barefoot is kicking up its heels is its recent discussion with PBS about a joint publishing venture as well as a digital version of Barefoot books. Previously spurned Amazon.com is also considering adding color to the Kindle electronic book reader and working with the company to produce e-books. This publisher is likely to be able to afford any shoes it wants, but it will stake its future on just being Barefoot.

Keywords: advertising, Amazon.com, Barefoot Books, branding, Challenger Brands, Kindle, marketing