The Merch is the Message: Why Every Publisher Needs a Storefront

At our recent Evolve conference, one comment stuck with me: "We thought the totebag was just a giveaway. Turns out, it became a business line." That line came from a publisher who turned a simple London Review of Books (LRB) tote into a phenomenon. It’s a story about identity, not inventory.

And it’s not the only one. From the iconic MTV hoodies of the ‘90s to today’s influencer-led brands like Nick Harrison's T-Shirts, merch has become more than just a side hustle—it’s an identity amplifier and a community-builder. The audience isn’t just watching. They’re wearing it, sipping from it, and sharing it.

I’ve seen this firsthand. Years ago, I helped launch a small merch line for a local charity. We didn’t have a warehouse or a retail partner. What we had was a design, a Shopify store, and a few local artists. Within two weeks, we had shirts walking around town—and donations rolling in. That was all the proof I needed: people don’t just want to support something, they want to show they support it.

So why aren’t more publishers tapping into this?

Old fears, that no longer hold up.

Fear of logistics?  

Modern platforms like Shopify, Printful, and Amazon Merch handle the pick, pack, and ship for you.

Fear of excess inventory?  

Print-on-demand means you don’t have to buy in bulk.

Fear of risk?  

You can test merch with pre-orders, limited drops, or exclusive member-only access.

Fear of seeming too commercial?  

You’re already in the business of audience engagement—this just gives people another way to connect.

Today, launching a merch line doesn’t require a supply chain team. It requires a smart brand and a bold mindset.

So where do you start?  

Here’s a phased strategy to explore:

Test demand.

Start with a poll, a mockup, or an exclusive drop to see what your audience responds to.

Offer value to your loyalists.

Launch your first product as a perk for members or subscribers—this could even be a merch-filled welcome box.

Go seasonal or thematic.

Align launches with tentpole issues, special editions, or cultural moments.

Use data to iterate.

Watch what sells, where the demand is, and what drives the most engagement.

Scale smart.

Once you find your hits, you can invest more or bring in partnerships—but don’t wait on them to get started.

Influencers already know this game. They don’t wait for Target to call. They launch, test, and scale. If your audience wears their identity with pride, why wouldn’t you give them the chance to wear yours?

Stop thinking merch is just swag. It’s strategy. It’s brand. It’s revenue.

And here’s where Darwin CX can help. With our integrated commerce tools, we make it easy for publishers to:

• Launch branded storefronts

• Test product bundles or exclusive merch as part of paid subscriptions

• Seamlessly integrate merchandising with your audience database and campaign workflows

If your readers already carry your content in their heads and hearts—maybe it’s time they carry it on a totebag too.