Facing Challenges, Diamond Expands into E-commerce and Crowdfunding Fulfillment
Diamond Comic Distributors, the long-standing powerhouse in the distribution of comics, games, and collectibles, appears to be feeling the strain of recent changes in the industry. With the loss of major clients like DC Comics and Image Comics, who have shifted their distribution to other partners, Diamond is now seeking to diversify its business by expanding into e-commerce and crowdfunding fulfillment services.
In an email obtained by Comics Illustrated from an unnamed source, Diamond reached out to a creator on Kickstarter, stating, “We have recently branched into ecommerce and Kickstarter/crowdfunding fulfillment. Diamond Comic Distributors has a longstanding reputation as a leader in the distribution of comics, toys, games, and other pop culture items over the past 40 years. We have recently expanded our services to include crowdfunded and ecommerce fulfillment, partnering with esteemed companies such as Mythic Games, Dara Studios, Golden Goose, and Smartivity.”
This is the email that we obtained:
“I am reaching out on behalf of Diamond Comic Distributors. We have recently branched into ecommerce and kick starter / crowd funding fulfillment. Diamond Comic Distributors has a longstanding reputation as a leader in the distribution of comics, toys, games, and other pop culture items over the past 40 years. We have recently expanded our services to include crowd funded and ecommerce fulfillment, partnering with esteemed companies such as Mythic Games, Dara Studios, Golden Goose, and Smartivity. Some of the projects we have successfully fulfilled include Botany with 15,105 backers and Evolution: Another World with 3,092 backers. While those are board gaming stats, I assure you we are more than equipped to handle book (comic/TP/GN etc.) fulfillment. We also understand the unique request the come in hand with fulfilling collectable materials that are rather fragile. We are well-equipped to handle your fulfillment and shipping needs for your current project, providing top-notch customer service, streamlined order integration, and cost-effective shipping rates from our centrally located facilities in Memphis, TN.”
The email highlights Diamond’s successful fulfillment of board gaming projects like Botany (15,105 backers) and Evolution: Another World (3,092 backers), while assuring creators that they are well-equipped to handle the unique requirements of collectible materials, such as comics, trade paperbacks, and graphic novels.
This move comes as no surprise, given the recent shifts in the comics distribution landscape. In 2020, DC Comics, one of Diamond’s largest clients, announced its decision to leave Diamond and distribute its products through Lunar Distribution and Penguin Random House. More recently, Image Comics, another significant player in the industry, followed suit, moving its single-issue distribution to Lunar Distribution and its bookstore distribution to Simon & Schuster.
These changes have undoubtedly impacted Diamond’s bottom line, prompting the company to explore new avenues for growth. By offering its expertise in logistics and fulfillment to crowdfunded projects, Diamond aims to tap into the growing market of independent creators and publishers who are increasingly turning to platforms like Kickstarter to fund their projects.
Industry experts believe that Diamond’s expansion into e-commerce and crowdfunding fulfillment could help mitigate the financial impact of losing major clients. However, the company will face competition from established fulfillment services that already cater to the needs of independent creators.
The rise of crowdfunding platforms has revolutionized the way creators bring their projects to life, allowing them to bypass traditional gatekeepers and connect directly with their audience. Kickstarter, in particular, has become a go-to platform for comic book creators, with numerous successful campaigns raising millions of dollars for projects ranging from single issues to graphic novels.
Diamond’s decision to offer its services to these creators could provide a lifeline for the company, as it seeks to adapt to the changing landscape of the industry. By leveraging its decades of experience in distribution and fulfillment, Diamond could position itself as a valuable partner for independent creators looking to bring their projects to market.
However, the company will need to demonstrate its ability to handle the unique challenges of fulfilling crowdfunded projects, which often involve a wide range of reward tiers and special editions. Creators will also be looking for competitive pricing and reliable customer service, areas where Diamond will need to prove itself against established players in the crowdfunding fulfillment space.
Despite these challenges, Diamond’s move into e-commerce and crowdfunding fulfillment could be a smart strategic play. By diversifying its revenue streams and tapping into the growing market of independent creators, the company may be able to weather the storm of losing major clients and emerge as a key player in the new era of comic book distribution.
As the industry continues to evolve, it will be interesting to see how Diamond adapts and innovates to meet the changing needs of creators and consumers alike. While the loss of DC Comics and Image Comics undoubtedly represents a significant blow to the company, Diamond’s willingness to explore new opportunities suggests that it is far from down and out.
Only time will tell if Diamond’s gamble on e-commerce and crowdfunding fulfillment will pay off, but one thing is certain: the comic book industry is in the midst of a major transformation, and companies that fail to adapt risk being left behind. For Diamond, this latest move could be a crucial step in ensuring its relevance and viability in the years to come.
