E-commerce brand for board games for couples and adults
E-commerce brand for board games for couples and adults
Business model: Direct-to-consumer sales of two physical products, a board game (€49.99, core product) and a couples card game (€29.99), through its own online store and a major online marketplace. Production is made to order by an EU manufacturer at fixed volume-based pricing, while storage, shipping, and returns are fully automated through an integrated fulfillment provider. Gross margins range from 68% to 80%, fixed costs are approximately €144 per month, and the workload is around 30 minutes per month. Customer acquisition to date has been 100% organic through strong brand awareness within the target community, including a verified shop with 57,000 visitors and an owned group with around 900 members. Approximately 71% of buyers come from this channel, achieved without any advertising spend.
Why the price is justified: €22,000 equals 1.2x revenue from the last 12 months (€18,500), and the buyer receives far more than just the cash flow: (1) the full sale-ready inventory (cost value approximately €5,000) is included in the price, (2) the EU trademark, all design and content rights, and print-ready production files, with replacement value alone in the five-figure range, (3) access to a highly targeted audience that cannot be easily acquired through standard paid advertising, especially in a category with advertising restrictions and where community trust takes years to build. (4) The growth potential is built in, not speculative: returning to around 55% of the community performance level previously achieved in H1/2025, combined with moderate niche marketing, would mathematically double revenue, while margins also increase at the same time to 80% to 84% through the next print run.
Tech Stack
Shopify (Shop, Orders, Analytics), Amazon Seller Central (FBM), Intermail fulfillment interface (automatic order retrieval via Shopify), Shopify Email (newsletter), post-purchase survey app, Google Search Console. No custom development, no code – built entirely on standard SaaS.
Key Competitors
Marketing Channels
Purely organic so far
Markets
Germany
Target Group
Adult couples and swingers (ages 25–55) in German-speaking countries (87% Germany, the rest Austria/Switzerland). Two segments: the active swinger community (core target group, reached via Joyclub – Europe’s largest platform in the scene) as well as curious couples who buy the card game as an introduction or gift (Valentine’s Day, anniversary). A high-spending, loyal niche with a high referral rate – 10% of buyers come through friends and acquaintances.
Monetization
Sale of games
Monthly Costs
Shopify €69, Amazon account €39, pallet storage €33, packaging license (Grüner Punkt) €3 – total approx. €144/month fixed. Marketing: €0. No personnel, office, or agency costs. Variable costs are incurred only per sale (product costs + fulfillment incl. shipping: approx. €14 per board game, approx. €11 per couples game).
Weekly Workload
Under 1 hour (approx. 30 minutes per month)
Reasons for Selling
Pure focus on time: I am concentrating fully on my main company. Midara has recently been running deliberately on the back burner (~30 min./month) and still sells steadily — but the brand deserves an owner who actually leverages the untapped opportunities (community reactivation, expansion sets, B2B, marketing). Until mid-2025, I was actively doing community work on Joyclub — since I stopped, you can see in the shop itself what is missing: not demand, but attention. That is exactly what I can no longer provide, but a new owner can.
Marketing Channels
Purely organic so far
Markets
Germany
Target Group
Adult couples and swingers (ages 25–55) in German-speaking countries (87% Germany, the rest Austria/Switzerland). Two segments: the active swinger community (core target group, reached via Joyclub – Europe’s largest platform in the scene) as well as curious couples who buy the card game as an introduction or gift (Valentine’s Day, anniversary). A high-spending, loyal niche with a high referral rate – 10% of buyers come through friends and acquaintances.
Monetization
Sale of games
Monthly Costs
Shopify €69, Amazon account €39, pallet storage €33, packaging license (Grüner Punkt) €3 – total approx. €144/month fixed. Marketing: €0. No personnel, office, or agency costs. Variable costs are incurred only per sale (product costs + fulfillment incl. shipping: approx. €14 per board game, approx. €11 per couples game).
Weekly Workload
Under 1 hour (approx. 30 minutes per month)
Reasons for Selling
Pure focus on time: I am concentrating fully on my main company. Midara has recently been running deliberately on the back burner (~30 min./month) and still sells steadily — but the brand deserves an owner who actually leverages the untapped opportunities (community reactivation, expansion sets, B2B, marketing). Until mid-2025, I was actively doing community work on Joyclub — since I stopped, you can see in the shop itself what is missing: not demand, but attention. That is exactly what I can no longer provide, but a new owner can.
Launch date
July 2024
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- Published on 09.08.2026
- Seller last active this week