Minted CEO Melissa Kim talks hitting $300 million in revenue this year

While the luxury market has struggled in recent years in the face of economic challenges, leaning into the segment has proven successful for some companies, namely stationary, art, and home decor marketplace Minted. The nearly 20-year-old business says it’s on track to surpass $300 million in revenue this year with double-digit YoY growth.

Co-founder and CEO Melissa Kim credits this growth to several initiatives: the company’s premium-focused strategy, paper goods that have resonated with its core zillennial demographic, an owned-channel marketing strategy, and its wholesale business, which grew 31% in 2025 through partnerships with Target, Whole Foods, and Williams-Sonoma.

Revenue Brew sat down with Kim to discuss Minted’s revenue milestone and what’s contributed to growth.

This interview has been edited and condensed for clarity.

What do you think contributed to Minted’s $300 million revenue milestone?

Laser focus on a consumer-driven strategy that also creates the financial outcomes we’re looking for. Three years ago or so, we made the decision to really focus intensely on the premium end of the market. There’s been a lot of discussion, commentary, and writing on the K-shaped economy and decided against that backdrop. We were going to lean in very heavily to the premium segment and where there were opportunities to move further upstream toward luxury. We’re currently rooted in premium with some moves toward luxury, and that’s been probably the biggest component of driving that growth.

Have you had to shift this strategy due to economic challenges?

Our business has proven time and time again that by leaning into the premium segment of the market, we are less exposed to economic pressures. There’s been a lot of commentary about that being true broadly across the market, so we actually haven’t seen impact from challenging economic situations within our customer base.

Are there any key revenue drivers for the business?

The biggest components of the business are growing at double digits. We think about the three key pillars from a scale perspective of our business: wedding, holiday, and wholesale. All three are growing double digits. The one that has outsized growth is the wholesale channel. There’s just so much untapped opportunity there, and so that business grew 31% last year. That’s the fastest grower, but everything is actually in a place where it’s really healthy, profitable, and growing nicely.

When did you see that growth in the wholesale business and how did it become a key revenue driver?

We spent a couple of years really proving to ourselves, as well as proving to Target, that we could compete alongside bigger players like Hallmark and American Greetings to effectively service the stores because you actually have to put inventory onto the shelves.

We spent time honing the profitability of that business model such that about two years ago, we were really well positioned to put our foot on the gas and expand. What’s been very helpful is how successful we’ve been at Target. We’ve been really driving growth in the greeting card business for Target. Their No. 1 goal for us when we came into that relationship was actually slightly different, which was to de-age the greeting card department. Retailers are really interested in ensuring they maintain relevance in the category of greeting cards and more broadly, the celebrations and party category, as the historical customer base ages. We’ve been very successful at bringing in Gen Z and millennial customers.

Why has Minted’s owned-channel marketing strategy been so successful?

Virality is really powerful—the virality of the physical cards, the virality of somebody sending out a wedding website to people, the virality of a digital invitation. The piece that is unique to us is in order for all those viral strategies to work, the product has to be really good. If you receive something and you don’t like it, you can have negative virality. In general, we have very much been a product-led growth company. When you think about our product, it’s a combination of the quality of the design and the quality of the execution. We’ve been able to make the owned-channel strategy really successful because of that combination of the inherent power of virality combined with a relentless focus on quality of design in a product that makes the virality work.

What is Minted’s customer acquisition and retention strategy and how does it set itself apart from competitors?

On the customer acquisition side, it really is this focus on owned channels that differentiates us. We set goals to have no more than a certain percentage of our customers come through what we consider the expensive paid channels. Even unpaid channels, we’ve also been very focused on diversification and ensuring as the customer base shifts, we shift our strategies.

On the retention side, we obviously do all of the marketing-led retention strategies, but we try to supplement that with product-driven retention. As an example, for a holiday card customer, someone who uses our address book and uses the free recipient addressing is way more likely to repeat the following year than somebody who doesn’t. It’s always looking for opportunities like that to build retention and stickiness directly into the products.

How do the free and online offerings play into that strategy?

If we get somebody to set up their wedding website with us, they’re much more likely to buy printed products from us. It’s a free product that creates a very high-quality lead for a paid product. On the digital invitation side, that’s a newer offering for us, but what we’re finding is it obviously drives new customer acquisition.

How do you anticipate Minted’s growth will continue into next year?

This year has been really, really good so far. We see the opportunity to have double-digit growth even without meaningfully expanding the segments we’re going after, the markets we’re in, any of those big step change growth drivers. We have a very clear path to continued double-digit growth for many years to come.