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When Gerald Mills and Charles Boon joined forces in 1908 to create
Mills & Boon Ltd. Harlequin Mills & Boon Ltd developed
from a general fiction publisher to become the UK's undisputed
market leader in romance fiction publishing.
Mills & Boon published in a form and at a price that was within
the reach of a wide readership.
In the 1930s the company noted that the favourite genre was romance and
the company concentrated on hardback romances. Mills & Boon
books were initially sold through weekly two-penny libraries and their
distinctive brown binding led them to become known as "the books in brown".
With the decline of lending libraries in the late 1950s, the company
realised that there would remain a strong market for romance novels
provided that books were easy to access and reasonably priced. As a
result, Mills & Boon romance became widely available from
newsagents across the country.
Harlequin Mills & Boon Ltd continues to provide series romance
editorial not only for the UK and English language export markets but
also for Harlequin's growing international market.
Romance fiction constitutes the largest section of the adult paperback
fiction market — and Mills & Boon is the undisputed
brand leader in the UK.