About Us

Hollan has a unique business model that we call “conceptual agenting,” a mash-up of a literary agency and a traditional book packager. We develop all of our book ideas in-house, then find talented, promotable authors to apply their vision and expertise to the concepts.

Hollan is a boutique shop with seven full-time employees and one editor-at-large. We’ve been in business since the fall of 2006, when Holly Schmidt and Allan Penn decided their wacky imaginations and twisted senses of humor were as stable a foundation as any for a good business partnership. Allan spent 20 years as a commercial photographer prior to starting Hollan, and he shoots many of our books (see his work here.)

If you’re a publisher, you work with us the same way you would any literary agent. If you’re a prospective author, it’s a bit different. We don’t represent outside ideas, but we work to develop careers for our authors. In fact, some of our authors are on their third and fourth books with us.

We do books across a wide range of categories, from humor to health to cookbooks, and we sell books to both major trade houses and smaller indie publishers.


Our Authors:

Jackie Alpers
Kirsten Amann
Toby Amidor, R.D.
Dana Angelo White, R.D.
Robin Ankeny of The Cake Ball Company
Amy Appleyard
Tessa Arias of Handle the Heat
Heather Atwood
Ron and Lisa Beres of Green Nest
Saryn Chorney
Amy Cotta
Guido DiErio of Guido Fist Pump
Elizabeth Downing
Jonnie Downing of Crock Pot Ninja
Bob Eggleton
Peter Engel
Yahaira Ferreira
Lara Ferroni
Alison Freer of www.xojane.com
Janet Frongillo of Muffintop Mommy
Yvonne Fulbright, Ph.D.
Anna Ginsberg of Cookie Madness
Eric Grimes
Cody Goodfellow
Shell Harris of smoothieweb.com
Greg Henry of Sippity Sup
Suzie Heumann
Jean Hofve, DVM
Hog Wild of Hog Wild
Emma Johnson
Christi Johnstone of Love from the Oven
Deborah Klein, R.D.
Kristen Kuchar
Melanie Linn
Mariel Lewis of www.amazingpaleo.com
Charlotte Lyon of The Cake Ball Company
Jake Mackay
The Matador Network
Jillian Madison and Michelle Madison formerly of Pophangover
Brooke McLay of Cheeky Kitchen
Cary McNeal of List of the Day
Molly Morgan, R.D.
Erin Nichols of Erin Cooks
Bryan Nicolas of TWSS Stories
Danielle Omar, R.D.
Kathy Patalsky of Healthy Happy Life
Sharon Penn
Tess Pennington of Ready Nutrition
Marianne Plumridge
Hannah Queen of honey & jam
Audacia Ray
Rick and Sasha Reichart of cakelava
Naomi Robinson of Bakers Royale
David Rosenthal
Winston Rowntree of www.cracked.com
Tracy Russell of www.incrediblesmoothies.com
Brian Sawyer
Janette Schuster
John Skipp
Jan Stephenson
Sharon Stiteler of Birdchick
Annie Strole of www.lovelyish.com
Averie Sunshine of Averie Cooks
Ashton Swank of Something Swanky
Amy Swenson
Judi Vitale
Peggy Wang of BuzzFeed
Nicole Weston of Baking Bites
Justin Wishne of TWSS Stories
Celeste Yarnall