HarperCollins is launching an e-book publishing arm focusing on erotica and erotic romance.
The offshoot, Mischief, will launch with 13 original e-books on 27 March, with plans to publish four every month.
The news comes in the week British author EL James topped the New York Times bestseller list with her erotic romance Fifty Shades of Grey.
A HarperCollins said it had recognised increasing interest in the market.
"Obviously it has been in the pipeline for a while. The world of erotic fiction is proving so popular on the Kindle," said a spokesman.
"It has to do with the anonymity and no one knows that you are reading it. We've now seen a resurgence in the genre.
"We've got 60 authors signed already, so there's quite a large number to launch over the next year and the imprint does feature both new and established writers."
HarperCollins said it will launch titles including the vampire erotica novel Red Grow the Roses by Janine Ashbless, A Study in Shame by Lucy Salisbury and Kinky by Justine Elyot.
Content will be commissioned by editorial director Adam Nevill, who was the head of the UK's leading publisher for erotica for women Black Lace and Nexus.
Author EL James released a limited print run of her book, Fifty Shades of Grey, but success came from e-book and print sales combined.