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| Michael Jacobs | |
In a change that helped bring about the opportunity to rebrand and unify ABRAMS, the company is retiring the Stewart, Tabori & Chang imprint name beginning with the fall 2016 list. Bought in 2000, STC has been the company's lifestyle brand focusing on cooking, craft and interior design. From the beginning though, STC overlapped with Abrams in various areas, including interior design, art, lifestyle and sports.
The imprint was "never fully integrated into ABRAMS," said president and CEO Michael Jacobs. "And over time the imprint made less sense as Abrams became stronger. We are excited to be unifying the two imprints under ABRAMS, and therefore pooling together our immense talent and resources."
Michael Sand, vice president and publisher of adult trade, noted that for STC, "the lines began to blur" as the company began to publish more titles that crossed over between Abrams and STC, such as books about food that contained elements of design or interior design books that had strong craft sections. "Distinctions between design and craft and pop culture matter less in the world we live in," he commented. "A lot of amazing publishing done under STC in craft, cooking and other categories now gets to be part of the larger story here at Abrams."
As a result, starting with the fall 2016 list, all adult books will carry Abrams, Abrams Image or Abrams ComicArts names, and the gift and stationery line continues as Abrams Noterie. In-print STC books remain available.
For the company, the decision to retire STC served as an impetus for the rebranding. "Since I've been here, I've been interested in making communication consistent across all imprints," John Gall, creative director, adult art & design, said. "The decision to bring STC under Abrams created a real opportunity to do this."