Fascinating and excellent move!

E-Reads has signed a deal with UK publisher Gollancz to publish e-book editions in the UK and Commonwealth of almost 400 science fiction and fantasy titles as part of Gollancz’s Gateway initiative.

Orion deputy CEO and publisher Malcolm Edwards and Gollancz digital publisher Darren Nash negotiated the deal, which includes works by more than 50 authors, with E-Reads founder and president Richard Curtis and agent Danny Baror of Baror International.Titles by authors such as Greg Bear, Harlan Ellison, James Gunn, Fritz Leiber and George Zebrowski will be published in Gateway editions in 2011.

via E-Reads Enters Joint Venture with Gollancz for UK Publication of 400 SF E-Book Titles | Publishing In the 21st Century.