Bad Girl Books, the United Kingdom's first dedicated romantasy bookshop, has opened its doors in London, capitalizing on the surging popularity of the genre that blends romance and fantasy. The store, located in the bustling Soho district, offers a curated selection of novels that fuse passionate relationships with magical worlds, a category that has seen a 300% increase in sales over the past three years according to industry tracker Nielsen BookData.
A Genre on the Rise
Romantasy, a portmanteau of romance and fantasy, has become a dominant force in publishing, driven by social media platforms like TikTok's #BookTok community. Bad Girl Books founder Emma Thompson, a former marketing executive, said the store was born from a personal passion. 'I realized there was no physical space where fans could come together and celebrate these stories,' she explained. 'We wanted to create a sanctuary for readers who love epic love stories set in fantastical realms.'
The shop stocks over 2,000 titles, ranging from bestselling series like Sarah J. Maas's 'A Court of Thorns and Roses' to indie authors self-publishing on platforms like Kindle Direct Publishing. Thompson noted that the genre's appeal lies in its emotional depth and escapism. 'Readers are seeking comfort and adventure in equal measure,' she said.
Community and Events
Beyond retail, Bad Girl Books aims to build a community hub. The store features a reading nook with velvet armchairs and a small stage for author signings, book clubs, and themed events such as 'Fae Night' where attendees dress as fantasy characters. 'We want to be more than a shop,' Thompson said. 'It's about connection.'
The opening weekend attracted over 500 visitors, with some queuing for hours. Customer Lily Chen, 27, traveled from Brighton to attend. 'I've never seen anything like this in the UK,' she said. 'It feels like finding your tribe.'
Industry Impact
The launch has drawn attention from publishers, who see romantasy as a lucrative market. HarperCollins UK reported a 45% year-on-year growth in romantasy sales in 2025. Bad Girl Books plans to expand with online sales and a subscription box service by the end of the year. Thompson said the name reflects a playful rebellion. 'Romantasy is often dismissed as frivolous, but it's deeply empowering. We're celebrating that.'
