How to Build a Community That Increases Sales
October 30, 2025
Building a successful brand isn’t just about having great products—it’s about building a great community.
We’ve spent nearly five decades learning how connection fuels growth. Since 1975, our mission has been simple: create quality tools that make life easier for enthusiasts and retailers alike. But what’s kept us thriving isn’t just innovation—it’s the people who believe in what we make.
Here’s how focusing on community has helped us—and how it can help you—build loyalty, increase sales, and stay relevant through decades of change.
Every lasting brand starts with a purpose.
When Randy’s launched in 1975, smoking accessories were a niche category that existed mostly out of sight. The culture was creative, but discreet—and community mattered because connection wasn’t always easy to find.
Our first product, the patented wired rolling paper, wasn’t just an invention; it was a symbol of ease and craftsmanship. It helped people roll better, share more freely, and connect through a shared ritual.
That clarity of purpose—making everyday moments easier, cleaner, and more enjoyable—still drives us today.
Decades before social media, Randy’s was already connecting people online.
In the early 2000s, our brand forums became gathering places for enthusiasts across the country. People talked about music, design, and pop culture—sometimes about products, but mostly about life.
We didn’t use these forums to push sales. We used them to listen. That’s where many of our best ideas started: from customer conversations, not marketing meetings.
From album recommendations to the latest news, Randy’s forums weren’t just about the smoking culture—they were about life. For many, it became a space to express themselves freely, even at a time when the broader culture didn’t always understand or embrace the lifestyle.
From those early digital spaces to today’s Reddit threads and social feeds, our approach has stayed the same—create spaces where people feel seen, not sold to.
One of the fastest ways to grow loyalty is to recognize it.
Throughout the 2000s, Randy’s celebrated its fans through limited-edition merch, collectible wired papers, and creative collabs. We even created The Wired Guy—a stick-figure sculpture that became a mascot for our community’s creativity and humor.
Our fans weren’t just customers—they were co-creators. From forum moderators to brand advocates, they helped shape who we are.
Limited-edition collectible rolling papers made their mark, including special designs inspired by prominent community members like LadyMarilynExquisita. These unique touches reminded enthusiasts that Randy’s was more than a brand—it was a community, built by and for its people.
The culture has evolved. So have we.
Today’s retailers and consumers want discretion, style, and reliability—all values baked into our latest innovations:
Each of these products was created by listening to the same community that’s supported us for 50 years.
When you blend heritage (trust) with innovation (relevance), you earn both loyalty and new business.
Building community doesn’t stop after the sale.
We stay active on social media, reply to messages, and join conversations—not just about products, but about lifestyle, art, and creativity.
That constant presence keeps us connected with our audience and top of mind with retailers looking for reliable partners.
When fans tag us with #RollWithRandys, they aren’t just sharing a product—they’re sharing a story.
And every shared story builds awareness that money can’t buy.
The proof is in the data.
Our wholesale partners report higher reorder rates and customer retention on products with strong brand recognition and social engagement. Why? Because when customers trust a brand, they spend more—and recommend it more often.
Community isn’t just a feel-good story—it’s a measurable growth strategy.
From the early days of wired papers and underground forums to today’s sleek vaporizers and digital conversations, Randy’s has always been about connection.
We’ve built trust by showing up consistently, innovating with intention, and celebrating the people who make this community what it is. Because at the end of the day, it’s not just about selling products—it’s about belonging to something that matters.
Join the conversation. Share your story.
Tag #RollWithRandys and show how you connect with the culture that’s been rolling strong since 1975.
Already a partner? Reach out to your rep to find out how Randy’s can support you online and in-store—from social features to co-branded promotions.
Not a partner yet? Create your wholesale account today to get started, or reach out directly to one of our dedicated sales reps for personalized support.
