Ethical Standards

At PullRate, our business is guided by values that go beyond commerce. We believe that selling Trading Card Game products is, before anything else, an act of service to a community — collectors, players, and dreamers who share a passion for the cards in our boxes. Every choice we make is shaped by the desire to have a positive impact on that community, by promoting an ethical, responsible and sustainable way of doing business.

We believe that every relationship — whether with our customers, our suppliers, our partners, or the players who walk into our future store — must be built on mutual respect, trust, and integrity. We commit ourselves to fairness in every transaction, to honesty in every product description, and to building lasting relationships based on shared values rather than short-term gain.

Our motto, "Hit pulls start here," is more than a tagline. It's a promise: that what we sell is sealed, untouched, and worth the moment when you open it. We treat that promise as the foundation of our business.

Our Code of Ethics is built on four pillars:

INCLUSION and EQUALITY

We are committed to ensuring equal opportunities and an equal welcome to everyone who interacts with PullRate. The TCG community spans every age, language, gender, background, and level of experience — and we value that diversity in all its forms. New collectors, seasoned veterans, casual players, and competitive grinders are all equally part of what makes this hobby what it is, and equally welcome at our store.

SPORTSMANSHIP and FAIR PLAY

We support a gaming culture rooted in respect for the opponent, healthy competition, and loyalty — on and off the playing field. We refuse to enable behavior that goes against that culture: no resold tampered product, no opportunistic markups during shortages, no participation in scalping practices that hurt players. The cards are meant to be played and collected, not weaponised against the people who love them.

COMMUNITY GROWTH

We believe in the unifying power of play. Every activity we carry out — from the products we stock, to the content we share online, to the events we will host once our brick-and-mortar store opens in 2026 — is aimed at creating opportunities for socialisation, learning, and sharing. We see ourselves not just as a shop, but as a small piece of the wider European TCG community, and we want our presence to make that community richer rather than poorer.

ENVIRONMENTAL and SOCIAL RESPONSIBILITY

We adopt practices oriented toward sustainability wherever our scale allows it: reusing packaging materials when they are still fit for purpose, minimising single-use plastics, choosing lower-impact shipping options when available, and working with logistics partners who share these priorities. We recognise that as a small business we cannot solve the environmental challenges of the wider supply chain alone, but we commit to making the choices that are within our reach, honestly and consistently.

In all our activities, we encourage the active engagement of the local TCG community. We support brick-and-mortar shops in our area that organise events and tournaments, we collaborate with event organisers to amplify their reach through our social media channels, and we view independent retailers as partners rather than competitors. We believe that building a healthy and inclusive gaming culture is a shared responsibility, and we want PullRate to be an active promoter of it — today as an online retailer, and tomorrow as a physical store rooted in the Brussels community.