What We're Not Really Strangers does

We're Not Really Strangers, LLC is a privately held, founder-owned consumer brand built around a flagship conversation card game designed to facilitate meaningful human connections. The company designs, manufactures, and distributes physical card games (core game, Couples Edition, Kids Edition, Self Love Game, 365, Don't Overthink It, and specialized editions including Healing, Breakup, Sex, and Ick), bundled packages, branded apparel (in collaboration with Comfrt), and lifestyle accessories (journals, pens, hats, umbrellas), with prices ranging from $5 to $150 and core games priced at $20-$25. The product portfolio also includes free digital downloads and themed PDF question packs that serve as lead-generation entry points. The business operates a direct-to-consumer e-commerce model on Shopify as the primary channel, supplemented by retail distribution through Target, Amazon, and Walmart, with wholesale and bulk order capability for enterprise buyers. A 'Close Friends' loyalty program with points for purchases, social follows, and referrals structures community-led retention.

The brand reaches consumers through a social-media-driven go-to-market strategy, with 10M+ combined followers on Instagram and TikTok, viral product recognition of the iconic red box, and earned media coverage in The New York Times, Vogue, and Refinery29. The company is incorporated in California with its corporate headquarters in Van Nuys, CA, and operates fulfillment and returns facilities in Nevada. Customer segments span individuals seeking deeper connections, couples, families with children ages 5+, and social/party users, with a hybrid segmentation approach across multiple use cases and life stages. The company has sold over 1 million card games and maintains 9,463+ reviews on its homepage. The underlying technology stack is a standard Shopify storefront with no proprietary AI/ML or software components; competitive advantage is derived from brand recognition, community ecosystem, and multi-channel distribution rather than technology differentiation.

Name

We're Not Really Strangers

Legal name

We're Not Really Strangers, LLC

Website

https://werenotreallystrangers.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

We're Not Really Strangers is a privately held consumer brand that designs and sells purpose-driven conversation card games, apparel, and accessories, serving individuals, couples, and families seeking meaningful human connections. The company distributes direct-to-consumer via Shopify and through Target, Amazon, and Walmart.

Ownership category

akta.pro rank

Product category

Conversation Card Games and Lifestyle Brand

NAICS

Hobby, Toy, and Game Retailers (45912), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Board Game & Puzzle Specialty Retailers (CRALALAA)

akta.pro secondary industries

Family/Party Board Games Retail (CRALALAB), Physical Game Retailers (Online/Brick-and-Mortar) (MPAFACAI), Party Games & Family Entertainment Games Retail (CRALAFAJ)

Keywords

• Conversation card games
• Party card games
• Purpose driven lifestyle brand
• Direct to consumer retail
• Branded apparel accessories

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Physical Product Sales: Direct sales of physical products including card games, clothing, and accessories through the company's owned e-commerce store and retail partners. Products include core games ($25), specialized editions ($9-$30), clothing ($15-$100), and accessories ($5-$150).
2. Digital Products and Downloads: Free digital packs available for download, with potential future monetization through premium digital offerings. Current downloads include themed packs for various occasions.
3. Bundles and Cross-Sell: Bundled product offerings that combine multiple games or products at discounted prices (20-30% off), driving higher average order value through complementary product pairing.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

We're Not Really Strangers sells its own branded conversation-based card games (the flagship "We're Not Really Strangers" game plus a portfolio of specialized editions for couples, kids, families, self-love, intimacy, healing, and breakups) alongside co-branded and branded apparel, accessories, themed product bundles, and free digital question packs. Products are sold primarily through the company's own Shopify e-commerce storefront, with additional distribution through Target, Amazon, Walmart, and wholesale channels. The brand's purpose-driven positioning around meaningful human connection drives community-led acquisition across social media.

Product overview

We're Not Really Strangers is a purpose-driven brand centered around its flagship card game—a conversation-building card game with 150 cards across 3 levels designed to foster meaningful connections between players. The product portfolio extends across multiple categories: (1) Core card games including We're Not Really Strangers Card Game ($25), Kids Edition, Couples Edition, Don't Overthink It, 365 (daily scratch-off cards), Self Love Game, Dating Survival Kit, and specialized editions (Family, Sex/XXX, Ick, Healing, Breakup, Will You); (2) Apparel and accessories featuring branded messaging clothing (hoodies, crewnecks, baby tees, sweatpants) in collaboration with Comfrt, plus journals, pens, hats, and umbrellas; (3) Bundled products combining multiple games at discounted prices (Unhinged, Hard Launch, Staying In, All In, Better Dates, House Party, Family Game Night, Proposal); (4) Digital offerings including free downloadable question packs and PDF resources for various life situations. With over 10 million followers on Instagram and TikTok, the brand operates primarily through its Shopify-hosted e-commerce store at werenotreallystrangers.com, with retail distribution through Target, Amazon, and Walmart.

Differentiator

Problem solved

Functional benefit

Brands

• Close Friends: Loyalty/rewards program that rewards members with points for shopping on the site, following on social media, and other activities. Points can be redeemed for discounts and exclusive rewards.

Products and services

• We're Not Really Strangers Card Game (Original)

Quantifiable outcome

• Over 1 million card games sold
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered flagship and core.

• ComfrtflagshipStrategic or Co-development PartnerCollaborative clothing partnership producing co-branded apparel including hoodies, sweat sets, and sweatpants. The collaboration features Comfrt's signature soft fabric quality combined with WNRS messaging. Products include 'Good Things' hoodie and sweat set collections in red and black colorways, priced at $60 for hoodies and $100 for complete sweat sets.
• TargetcoreChannel Partner/ Reseller/ DistributorMajor U.S. retail chain offering in-store and online availability for We're Not Really Strangers games. Customers can find products at Target locations nationwide.
• AmazoncoreChannel Partner/ Reseller/ DistributorThird-party marketplace presence for We're Not Really Strangers products, expanding reach to Amazon's customer base and enabling Prime shipping options.
• WalmartcoreChannel Partner/ Reseller/ DistributorRetail partnership with Walmart brand store for We're Not Really Strangers products, providing another major retail channel for customers.

Scale indicators4 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Cards Against Humanity: Iconic adult party card game sold DTC and in mass retail (Target, Walmart). Closely comparable business model — purpose-driven, conversation-forward card game with viral cultural footprint — but skews humor rather than emotional connection.
• Exploding Kittens: Viral card-game brand built through Kickstarter and organic social, sold DTC and at major retailers. Comparable viral launch, multi-edition catalog (NSFW, party, family), and omnichannel distribution strategy.
• What Do You Meme?: Adult party card game brand sold DTC and through Target and Walmart. Closely comparable on price point (~$25), gifting-led positioning, and retail expansion pattern into mass-market chains.
• The School of Life: Purpose-driven brand selling conversation card games and journals centered on emotional intelligence and self-knowledge. Direct comparable to WNRS on theme (meaningful connection, self-reflection) and product format (guided question decks).
• TableTopics: Long-standing conversation-starter card game brand sold DTC and in specialty gift/retail. Comparable product category (conversation prompt decks), gifting positioning, and use-case segmentation across families, couples, and parties.
• Big Talk: Conversation card game brand directly competing in the same 'meaningful conversation' niche as WNRS. Closely comparable product, price point, and use cases (couples, family, friends).

Broad incumbents

• ban.do: Lifestyle/gift brand with colorful aesthetic across stationery, accessories, and apparel. Comparable on DTC distribution, gifting-led merchandising, and purpose-driven branding targeted at women in the same demographic as WNRS.
• Papier: DTC stationery and journal brand (guided journals, planners, notebooks) with gifting positioning. Comparable in guided-journal product category and DTC-first, design-led gifting motion.

Emerging players

• The Giving Keys: Purpose-driven accessories brand with inspirational messaging jewelry, sold DTC and in retailers like Nordstrom. Comparable on mission-led branding (employment of those transitioning out of homelessness), emotional messaging products, and gifting use cases.

Others

• Comfrt: Apparel brand co-producing hoodies, sweat sets, and sweatpants with WNRS. Directly comparable in the joint apparel line (price points $30–$100, branding-led messaging) and serves as both collaborator and supply partner for WNRS's apparel extension.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wnrstweets
• YouTubeyoutube.com/channel/UCtHtPespyIJrxtB0C_bmphw
• Instagraminstagram.com/werenotreallystrangers
• TikToktiktok.com/@werenotreallystrangers
• LinkedInlinkedin.com/company/were-not-really-strangers

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about We're Not Really Strangers