Publishers prepare to follow 'hygge' with 'lagom'

Publishers are gearing up a raft of books on "lagom", the Swedish answer to Denmark's "hygge" lifestyle trend which was a hit with readers last year.

Lagom (pronounced "lah-gom") is a Swedish word that means "not too much and not too little, but just the right amount" and is about achieving a happy and healthy balance in all aspects of your life.

A raft of lagom-themed books from publishers will be hitting the shelves this autumn, hoping to replicate the success of the best-selling hygge title: Meik Wiking's The Little Book of Hygge (Penguin Life), which has sold 193,430 copies for £1.2m since it was published in September 2016, according to Nielsen BookScan.

Publishers predict that the Swedish philosophy of lagom will strike a chord with UK audiences at a time when readers are concerned about feeling less stressed and being more mindful, as well as being more conscious of the environment.

They also suggest the trend will have a "broader reach" than hygge.

Illustrated publisher CICO Books is to release The Lagom Life: A Swedish Way of Living by Elizabeth Carlsson on 10th October. CICO publisher Cindy Richards told The Bookseller that Lagom is "less seasonally specific" than the "winter-orientated" hygge. "I think hygge became a very winter-orientated trend that was hijacked by candles and blankets. Whereas lagom has an all encompassing philosophy  for living – the art of balance – at a time when many of us are seeking balance in all aspects of our life," she said.

Octopus commisioning editor Leanne Bryan agreed that there was "every indication" that lagom will be as successful as the hygge trend - "if not more so". She said: "Whereas hygge aimed to capture a feeling, the ethos of lagom describes a whole way of living, an approach that can be applied to all areas of life, and therefore has more longevity (not just for Christmas 2016!)."

Octopus imprint Gaia is publishing Lagom: The Swedish Art of Balanced Living by Linnea Dunne on 7th September.

"We are deliberately pricing the book at a very pick-up-able £10, and publishing in a lovely package, so it’s an accessible way into the subject for as wide an audience as possible", Bryan added.

Meanwhile, Quadrille is to publish a lagom-themed cookbook by Steffi Knowles-Dellner in October. The publisher acquired world rights to Lagom: The Swedish art of eating harmoniously from Lauren Gardner at Bell Lomax Moreton Agency.

Commissioning editor Céline Hughes said the book is especially timely after a "year of political turbulence" and "extreme clean eating". "I’m thrilled to be turning to Sweden for guidance on living a contented life. Steffi creates the most delicious everyday food that will appeal to both body and soul, and teach us how to achieve Scandi cool in our own kitchens", she said.

Similarly, Summersdale is to publish The Little Book of Lagom: How to Balance Your Life the Swedish Way by Jonny Jackson and Elias Larsen on 24th August.

The publisher holds world rights to the title which contains practical ways to apply the Swedish ethos of moderation and fairness in one's everyday life. The book is Summersdale's second with Jackson and Larsen. It follow's 2016's The Art of Hygge: How to Bring Danish Cosiness Into Your Life, which has sold 9,247 copies for £73,863, according to Nielsen BookScan.

Claire Plimmer, editorial director at Summersdale, said: “The success of The Art of Hygge last year was proof of the international appeal of the Scandinavian lifestyle, with Summersdale selling just under 16,000 copies and with North American, South Korean, Hungarian, German and French rights sold. This year we look forward to building on the interest of Danish ‘hygge’ with The Little Book of Lagom, offering simple ideas for achieving a happy and healthy life balance, the Swedish way.”

Continuing with the trend, PRH imprint Ebury Press is to publish Live Lagom: Balanced Living, the Swedish Way by Swedish-American writer Anna Brones on August 24th in hardback, priced at £9.99.

Ebury Press illustrated editor Louise McKeever acquired world all language rights to the title, which has been billed as a "practical lifestyle guide". The book, which is "beautifully illustrated with stylish photography throughout", explains the practice of lagom in "traditional terms" with "simple recipes, advice and tips on how to find your happy medium".

"In our increasingly fast paced and demanding world, this book will encourage readers not only to enjoy and live in the present, but also to make the most of it", the publisher said.

Another publisher experiencing lagom-fever is HarperCollins, whose imprint HarperThorsons will be publishing Lagom: Not too little, not too much; just right by Niki Brantmark, founder and curator of interior design blog My Scandinavian Home, in September.

The publisher holds world rights to the title, which "gives a taste of the philosophy behind Lagom" and "shows how to include some of the principles into our daily lives".

Editorial director Carolyn Thorne told The Bookseller: "The Swedish philosophy of lagom chimes particularly  well with many of the challenges and stresses we face today, from finding a work life balance, decluttering our homes and minds to create an oasis of calm in our hectic days to appreciating the benefits of connecting with nature. But lagom also looks at bigger issues such as how we use natural resources and look after the planet. It's a philosophy with a long-term relevance."

Rounding out the lagom-themed titles this year will be Lagom: The Swedish Secret of Living Well by journalist Lola A Åkerström, published by Headline Home on 10th August. Assistant editor Grace Paul acquired world all language rights direct from the author. The book has already secured nine translation deals, including six co-editions, according to the publisher.

Paul said: "Lola has been writing about lagom for years and is a real expert in this area. In a world where everyone is trying to live the best possible life, lagom will help you find the balance that is just right for you."