Among the books that followed in the next two years were Permanent Parisians (a guide to Paris cemeteries), Words and Images of Edvard Munch, and Steve Heller's novel The Automotive History of Lucky Kellerman.

The Baldwins brought in Vermont business strategist Stephen Morris, who advised them to focus on a particular niche, sustainable living, and to build up a backlist that would keep selling over the years.

Morris became Chelsea Green's CEO in 1998, as Ian Baldwin had begun pursuing a career as an artist and was increasingly involved in founding the non-profit Marion Institute.

[2][4][5] Under Margo Baldwin, Chelsea Green increasingly broadened their range to encompass books on progressive politics and environmental issues, a process that had already begun in 1992 with the publication of Beyond the Limits.

They have since published George Lakoff's Don't Think of an Elephant, Naomi Wolf's The End of America, and Robert Kuttner's Obama's Challenge, all of which made The New York Times bestseller list.