If, as the old saying goes, “money talks and wealth whispers,” then what are the books published by Assouline doing? The independent, family-owned publishing company has taken pride in releasing high-end art books for decades, catering primarily to an ultra-wealthy clientele. Yet in recent years, Assouline also has become a more mainstream entity, appealing to a wider public of consumers. It appears that, as digital content become ubiquitous, and print media are all but vanishing, possessing handmade, linen-covered, gorgeous books remains something that people truly enjoy and appreciate.

The production process at Assouline is notably distinctive. The family maintains responsibility for every step of the process, from design to distribution. They perform all these tasks internally. Through its labor-intensive efforts, Assouline publishes around 120 books per year, which span five collections that it sells at varying price points. 

The most affordable offerings appear within its Icons collection, and they retail for about €60. Special editions, gathered in its Ultimate collection, retail for around €1,200. A limited number of XXL books, purposefully produced at a massive scale, start at around €15,000 each. These XXL editions generally span more than 6 feet when opened; they function more like art installations than conventional books.

But even as it produces such art, the Assouline family is adamant that its products do not simply denote spectacle; they constitute quality. The company devotes considerable consideration and thought to each publication. Each of its books features a different subject, ranging from Picasso to Apple Music to different global cities. Family members curate the topics in collaboration with dedicated experts in each field. Remarkably, no subject is covered more than once. 

The physical design and presence of the books also are remarkable. No virtual experience can re-create the decidedly analog feel of the creamy pages and rich book covers. For consumers then, the books represent a distinctive and meaningful way to set themselves apart. Art books function as a form of high-end décor, and in this role, they provide a continuation or exhibition of personal branding. Buying and displaying an Assouline book gives people a way to express themselves—what they love, what they consider beautiful, and what they aspire to surround themselves with in their daily lives. These texts signal distinction in another way too: Assouline limits most of the editions it releases. 

For some editions, it also partners with well-known heritage brands, such as Bentley motors and Chanel. Even if Apple is not necessarily a heritage brand, Assouline’s collaboration with it for a book showcasing the work of Jony Ive, an executive at Apple for decades who was responsible for some of its most iconic designs, effectively demonstrates its careful approach to ensuring distinctiveness. This volume, entitledDesigned by Apple in California, was sold by Assouline for just three years, between 2016 and 2019. Since it ceased production, the book has gained something like cult status, such that copies today resell for more than 10 times the original list price: Originally priced at $200–$300 (depending on the format), a secondary seller recently posted the book as available for $2,400.

Content is available nearly anywhere these days. But the lingering, consistent appeal of Assouline’s publications demonstrates what it can mean to provide not just information but an experience. Reading and rereading an Assouline book represents an experience that keeps providing and increasing value for consumers.

Discussion Questions

1. Could Assouline benefit from an experiential marketing approach? Design such a campaign, detailing the target market, potential ideas for events or interactions, and channels to use to communicate about it. 
2. Should Assouline undertake a growth strategy, or should it purposefully continue to function as a small, niche brand?

Sources: Kate Hardcastle, “Status Symbol Library: How Assouline Made the Humble Book a Luxury Object,” Forbes, January 29, 2025; Gareth Harris, “The Co-Founder of Luxury Art Publisher Assouline on Why Its Books ‘Are Really Haute Couture’ and How They Will ‘Never’ Go Digital,” The Art Newspaper, July 4, 2023; Jordan Hart, “Apple’s Latest Coffee-Table Book Is Aimed at Music Lovers and Costs $450,” Business Insider, November 12, 2024