Hachette Board Games UK enters direct-to-consumer market with new webshop

In a move that caught the industry by surprise on Saturday night, Flavien Loisier, CEO of Hachette UK, announced the immediate launch of the company’s first direct-to-consumer (B2C) webshop. Speaking during the final panel of the day at Tabletop Gaming Live 2026, Loisier revealed that the site went live just thirty minutes before he took the stage, marking a significant strategic shift for the distribution giant.

The new platform currently hosts approximately 280 lines, encompassing the publisher’s full range of board games and accessories. While the move into direct sales often triggers anxiety among independent retailers, Loisier was quick to frame the initiative as a tool for brand building and search engine visibility rather than a play to undercut the friendly local game store.

Hachette’s new digital storefront will strictly adhere to the Manufacturer’s Suggested Retail Price. This pricing strategy is a deliberate attempt to protect traditional retailers, who typically offer titles at a discount.

Flavien Loisier, CEO at Hachette UK, explained in the press release,

We do a shop not expecting to sell on it, but it’s to build the image of the games. Obviously, if somebody wants to source and love our games, we will deliver, but we will not underprice anything, that will always be at the MSRP.”

Solving the “Logistical Nightmare”

Beyond marketing, the site aims to solve two persistent headaches for the tabletop community: promotional items and spare parts. Loisier described the management of “promos” – limited edition cards or components often given away at conventions – as a “logistical nightmare” for physical shops. By hosting these directly, Hachette ensures fans have a reliable way to complete their collections.

The site also introduces a “convention pick-up” feature. This allows gamers to secure upcoming releases, such as the latest Akropolis expansion, online and collect them in person at events like Tabletop Gaming Live or the UK Games Expo.

A Measured Approach to Discounts

To further appease retail partners, Hachette has implemented a “two-month lead time” policy for sales. Any discounts appearing on the official B2C site will have been offered to independent shops two months prior, theoretically allowing local stores to clear their stock and take their margins before the distributor competes on price.

This pivot comes at a time when major players in the industry are reconsidering their digital footprints. As Geek Native recently noted, even digital-first publishers like Arc Games have been seeking independence to better control their brand narrative. Hachette appears to be following a similar logic – using the “brand owner” status to dominate search rankings, and marketing spend that they previously felt unable to direct toward third-party retailers like Amazon (where Hachette titles are frequently found). How about a generous affiliate program next, Hachette, eh?

For the hobbyist, the new Hachette shop serves as a digital archive and a fail-safe for parts – a “big, big step” that Loisier admitted he had resisted for nearly five years.

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