Hooked: Finding a Book Fulfillment Home in Nashville

Challenge

Hooked & Company, the organization behind Hooked on Phonics, has been delivering educational books and learning materials to families for more than three decades. Their book fulfillment operation has served millions of learners across the country, supporting a business that has grown from a home reading program into one of the most recognized names in early literacy.

As Hooked’s model evolved, so did what they needed from a logistics partner. The company shifted away from kitting and value-added services toward a streamlined pick, pack, and ship approach focused on direct-to-consumer book fulfillment. That shift required a 3PL whose capabilities, cost structure, and industry knowledge matched the new direction.

A technology transition added another layer to the decision. Symbia’s Chicago facility was moving to a new warehouse management system, and integrating Hooked’s technology with that platform carried a significant cost. Hooked needed a path forward that worked operationally and financially for the long term.

Solution

Symbia proposed relocating Hooked’s book fulfillment operation to CNI Distribution (a Symbia logistics location) in Antioch, Tennessee. CNI has specialized in publishing and book fulfillment for more than 30 years, making them a natural home for a company whose entire business is built around getting educational materials into the hands of families.

The technology alignment turned out to be one of the clearest wins of the transition. CNI was already running the same reporting system Hooked had used in Chicago. The WMS integration was not only compatible but an improvement over the previous setup in several meaningful ways. Jimmy Hogan, CNI’s IT lead, guided the technical side of the move from planning through go-live.

The transition included:

• WMS integration: Compatible reporting systems requiring minimal reconfiguration, with improved data visibility compared to the previous facility
• Structured transition planning: A clearly defined timeline with managed milestones to protect inventory integrity throughout the move
• Publishing-specific expertise: A fulfillment team with deep roots in book and publication logistics, built to handle the specific requirements of educational publishing
• Operational continuity: Inventory began moving in August 2025, with outbound shipping to customers live by late November 2025, and no disruption to Hooked’s end customers

“It’s an honor when a storied organization like Hooked chooses to partner with us here in Nashville. We look forward to providing the same high level of service for many more years to come.”

— Ed Clydesdale, Site Leader, CNI Distribution

CNI’s specialization in book and publication fulfillment gave Hooked something that is genuinely difficult to find: a warehouse team that already understood the rhythms and requirements of their industry. As part of the Symbia network, CNI pairs that deep publishing expertise with the technology, operational infrastructure, and resources of a national 3PL.

Outcomes

Hooked & Company has been shipping from Nashville since late 2025. The partnership is still in its early stages, and the team is actively looking for ways to keep improving. What they have found so far has matched the promise of the move.

• A smooth transition with no disruption to customers or order flow
• Improved WMS integration and reporting visibility compared to the previous facility
• A book fulfillment team with genuine expertise in educational publishing logistics
• Access to Symbia’s national network, technology, and operational support alongside CNI’s publishing specialization
• A team culture focused on exceeding client expectations from day one

“The transition was smoother than I anticipated, and the IT alignment was a real advantage. From a customer service standpoint, we feel like we landed in the right place.”

— Lisa Moore, Director of Procurement and Fulfillment, Hooked & Company

Lisa Moore has navigated 3PL transitions before and knows how difficult they can be. The move to Nashville has already delivered on its promise, and with a fulfillment partner built specifically for book and publication logistics, Hooked is well positioned for what comes next.

If your publishing or educational brand needs a book fulfillment partner with real industry experience, reach out and let’s start the conversation.