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FRANCHISE RESALES

Buy an Once Upon A Child Franchise

Once Upon A Child is North America’s largest children’s resale franchise, buying and selling gently used kids’ clothing, shoes, toys, equipment and accessories for babies through tweens. Local families sell items their children have outgrown for cash on the spot and shop quality name-brand goods at up to 70% off retail, giving the stores a buy-sell-trade model that supplies both inventory and steady walk-in traffic from the same customer base.

Founded in 1984 and franchising since 1992, the brand operates more than 440 stores across the United States and Canada under Winmark Corporation (Winmark – the Resale Company), which has supported retail resale franchising since 1988 and also owns Plato’s Closet, Play It Again Sports and Style Encore. Stores sit in strip malls and suburban retail centres, with franchisees granted exclusive territories based on demographics and traffic.

What sets the model apart is sourcing: inventory is bought directly from local sellers rather than wholesalers, keeping merchandise costs low while supporting a sustainability message that appeals to budget-conscious, eco-minded parents.

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Why buy an Once Upon A Child Franchise?

Buying a Once Upon A Child franchise offers entry into an established, recession-resistant retail category that holds up well when families tighten budgets, since resale demand often rises as shoppers trade down from new goods. The brand is the clear category leader, with a scale advantage in both store count and average sales that gives owners strong name recognition in their local markets.

The buy-sell-trade model is the core attraction. Because inventory comes from local sellers rather than wholesale suppliers, gross margins are structurally high and stores are less exposed to supply-chain swings. Franchisees work with Winmark’s proprietary point-of-sale and inventory systems, cooperative advertising, professionally produced TV and radio creative, and field operations managers drawn from major national retailers.

Once Upon A Child Franchise Costs & Information

Based on 2025 data reported in the 2026 FDD

  • Brand Profile

    • Year Founded

      1984

    • Franchising Since

      1993

    • New Startup Cost

      $355,700 – $485,900

    • Avg. Resale Price

      Contact us for details

  • Franchise Fees

    • Initial franchise Fee

      $15,000 – $25,000

      for new territories

    • Transfer Fee

      $10,000

    • Royalty Fee

      5%

      of Gross Sales

    • Marketing Fee

      $1,500

      per Year

  • Unit Performance

    • Total Units *

      441

    • New Units Opened *

      17

    • Units Transferred *

      15

    • Avg. Unit revenue *

      $1,268,984

    * Based on 2025 data reported in the 2026 FDD

Once Upon A Child – Additional  Information

  1. Training & Support

    Winmark delivers over 65 hours of classroom and in-store training covering merchandising, store operations, pricing, customer service and the all-important buying of used inventory. Ongoing support includes proprietary point-of-sale and inventory software, cooperative advertising, a marketing team producing TV, radio, digital and social assets, an experienced media buyer, and Field Operations Managers recruited from retailers such as Target, Kohl's and Best Buy. Buyers of an existing store should confirm what transfer training and system access Winmark provides to incoming owners and their staff.

  2. Ideal Owner

    The model suits hands-on, community-minded local operators rather than passive investors. Retail experience is not required, and most franchisees come from outside retail, but owners should be comfortable managing staff, training a team on buying and pricing, controlling inventory and delivering consistent customer service. Strong people skills matter at the buy counter, where pricing decisions with sellers shape both margin and goodwill. It is an operations-led, daily-presence business that rewards owners who enjoy merchandising and building local family loyalty.

  3. Recognition & Awards

    Once Upon A Child ranks #1 in its category in Entrepreneur's Franchise 500, a position held across 2010–2026, and has appeared in the Franchise 500 for more than two decades. It is recognised as North America's largest children's resale franchise, and parent Winmark reports a 99% franchisee renewal rate, a strong retention signal. For resale buyers, brand-level recognition should be weighed alongside the specific store's local reviews, reputation and community standing.

  4. Industry / Market

    Once Upon A Child sits in the fast-growing US secondhand apparel market, which reached roughly $43 billion in 2023 and is projected to keep expanding through the decade (ThredUp). Childrenswear is a resilient segment: kids outgrow clothing quickly, so families continually cycle items in and out, and value-seeking plus sustainability concerns sustain demand across economic cycles. For resale buyers, that steady churn supports repeat traffic, though local demographics and the density of young families directly affect a store's buy-and-sell volume.

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