Name

Biely & Shoaf Co.

Legal name

Biely & Shoaf Co.

Website

https://bielyshoaf.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Greeting Cards

NAICS

Greeting Card Publishers (513191), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Greeting Cards (2771)

akta.pro primary industry

Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)

Keywords

• Illustrated greeting cards
• Stationery products
• Boxed notecards
• Wholesale greeting cards
• Recycled paper cards

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Retail Greeting Card Sales: Direct sales of individual greeting cards and boxed notecard sets to consumers through the company's e-commerce website. Cards are printed on recycled/FSC-certified paper with various price points ranging from $3.95 to $5.50 for individual cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Biely & Shoaf Co. publishes and distributes specialty greeting cards, boxed notecard sets, and stationery products printed on FSC-certified recycled paper. The company sells its proprietary Biely & Shoaf Collection featuring illustrations from 22+ independent artists across multiple occasions and seasons, alongside five distributed partner brands. Products are sold direct-to-consumer via bielyshoaf.com and to retailers via a dedicated wholesale portal.

Product overview

Biely & Shoaf Co. is a publisher and distributor of specialty greeting cards, stationery, and gifts. The company operates two main product lines: its proprietary Biely & Shoaf Collection featuring illustrated greeting cards and boxed notecards from independent artists, and five distributed partner brands (Shannon Martin Design, Oatmeal Studios, 2021 Co., Black Joy Paper, and A Smyth Co.). The Biely & Shoaf Collection includes occasion-specific greeting cards (Birthday, Anniversary, Wedding, Sympathy, Thank You, etc.), seasonal/holiday cards (Christmas, Valentine's Day, Mother's Day, Easter, Halloween, etc.), and the premium Luxe Collection of A2 format cards with gold foil accents. The company also offers boxed notecard sets and a wholesale program for retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Biely & Shoaf Collection: Proprietary greeting card collection published by Biely & Shoaf Co.

Products and services

• Biely & Shoaf Collection Greeting Cards Proprietary line of specialty illustrated greeting cards for various occasions and holidays, printed on FSC-certified recycled paper. Targeted at individual consumers seeking distinctive artist-designed cards.
• Luxe Collection Premium A2 format greeting cards printed on heavyweight textured paper with gold foil details, blank inside for personal messages. Targeted at premium gifting and special-occasion buyers.
• Boxed Notecards Sets of 10 notecards with coordinating envelopes printed on FSC-certified sustainably sourced paper, dimensions 4.3 x 5.5 inches, priced around $15.95–$17. Targeted at consumers for everyday correspondence and gift-giving.
• Wholesale Program Wholesale ordering program for retailers, gift shops, and stationery stores, with ability to schedule orders up to 6 months in advance. Operates on a separate wholesale portal at wholesale.bielyshoaf.com.
• Shannon Martin Design (Distributed Brand) Distributed brand featuring vintage and elegant illustrated greeting cards, established 2001. Sold through Biely & Shoaf's retail and wholesale channels.
• Oatmeal Studios (Distributed Brand) Distributed brand featuring quirky cartoon-style greeting cards with humorous characters. Sold alongside the Biely & Shoaf Collection.
• 2021 Co. (Distributed Brand) Distributed brand focusing on connecting through paper with illustrated designs and circular branding featuring decorative branches.
• Black Joy Paper (Distributed Brand) Distributed brand from a diverse and visionary collective featuring earthy-toned rainbow illustrations with empowering messaging, reflecting a commitment to diversity and representation.
• A Smyth Co. (Distributed Brand) Distributed brand featuring elegant designs with shield and laurel imagery and a classic brand aesthetic that complements the specialty greeting card portfolio.
• 2025 Holiday Collection Seasonal collection of 34 new holiday greeting card styles released for 2025, available as individual cards or boxed sets. Targeted at consumers seeking new holiday designs.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• Shannon Martin DesigncoreChannel Partner/ Reseller/ DistributorShannon Martin Design (Est. 2001) is an established brand distributed by Biely & Shoaf Co. as part of their distributed brands portfolio. Their vintage and elegant brand aesthetic complements the Biely & Shoaf Collection.
• Oatmeal StudioscoreChannel Partner/ Reseller/ DistributorOatmeal Studios is a distributed brand known for quirky, humorous cartoon characters. Biely & Shoaf Co. distributes their greeting cards alongside their own collection.
• 2021 Co.coreChannel Partner/ Reseller/ Distributor2021 Co. is distributed by Biely & Shoaf with the tagline 'Connecting on Paper' featuring circular branding with decorative branches. Their designs focus on meaningful connection through stationery.
• Black Joy PapercoreChannel Partner/ Reseller/ DistributorBlack Joy Paper is a diverse and visionary collective distributed by Biely & Shoaf. Their brand features earthy-toned rainbows with empowering messaging, reflecting a commitment to diversity and representation.
• A Smyth Co.coreChannel Partner/ Reseller/ DistributorA Smyth Co. is distributed by Biely & Shoaf featuring a black shield with laurel branches logo. Their elegant, classic brand aesthetic complements the specialty greeting card portfolio.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sugar Paper: Luxury stationery and greeting card brand with a focus on premium paper, foil details, and refined typography; comparable to Biely & Shoaf's Luxe Collection positioning and target gifting customer.
• Minted: Online marketplace and publisher of artist-designed stationery, greeting cards, and boxed notes; comparable multi-artist curation model, DTC e-commerce focus, and wholesale reach to specialty retailers overlap directly with Biely & Shoaf's go-to-market.
• Papyrus: Specialty premium greeting card and stationery retailer known for upscale design and gold-foil finishes; competes for the same gift-shop shelf space and similar occasion-driven consumer occasions as Biely & Shoaf.
• Crane & Co. Heritage premium stationery and greeting card maker known for letterpress, engraved, and cotton paper products; comparable to Biely & Shoaf's premium Luxe tier and gift-driven positioning.
• Moonpig: Online-first greeting card retailer specializing in personalized and customizable cards; comparable DTC e-commerce model with broader occasion coverage and similar individual-card price points.
• Rifle Paper Co. Premium illustrated greeting card and stationery brand built on collaborations with a signature artist aesthetic; directly comparable to Biely & Shoaf's curated artist-led premium card model with overlapping occasion coverage and gift-set formats.

Broad incumbents

• Etsy (greeting card sellers): Online marketplace aggregating thousands of independent greeting card designers and stationery makers; competes for the same artist-designed, sustainably produced card consumer and provides an alternative distribution channel.
• American Greetings: Major greeting card publisher with broad mass-market and licensed product lines; competes for the same retail and wholesale channels as Biely & Shoaf with significantly larger marketing and distribution capabilities.
• Anthropologie (greeting cards & stationery): Specialty lifestyle retailer with a curated in-house and third-party greeting card and stationery assortment; competes for the same design-conscious gifting customer as Biely & Shoaf.
• Hallmark Cards: Largest greeting card manufacturer and retailer in North America with mass-market and premium sub-brands; competes with Biely & Shoaf across wholesale, retail, and seasonal collections but at vastly greater scale.

Market position

Strengths4 records

Weaknesses2 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bielyshoafco
• Instagraminstagram.com/bielyshoaf
• Pinterestpinterest.com/BielyShoafCo
• Xx.com/bielyshoaf
• LinkedInlinkedin.com/company/biely-shoaf-co

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Biely & Shoaf Co.