Gotcha Covered

Windows are among the most visible and functional surfaces in a home or commercial space, yet customized treatment has often required choosing among big box retailers, independent decorators, and specialty shops with uneven service and quality. Gotcha Covered was created to provide a single, consultative source for professionally designed and installed window treatments at the client’s home or business. Founded in 1992, the company began franchising in 2009 and now operates across the United States and Canada. As of early 2025, the network had more than 170 franchise locations and no company owned units, so all locations are operated by franchisees. Five Star Franchising acquired the company in 2021. Based in Springville, Utah, Five Star is a multi brand franchise platform that supplies organizational infrastructure, capital support, and operating expertise to emerging and established franchise brands. In July 2025, Five Star appointed Wanda Hoegren Brand President of Gotcha Covered. She had served as Vice President of Operations since 2024. North America’s total addressable market for custom window treatments is estimated at approximately $12 billion. PeerSense prepared this analysis independently, and it does not represent franchisor marketing materials or official franchisor claims.

Gotcha Covered operates within the specialized design services market, which was valued at approximately $166.72 billion globally in 2025 and is projected to reach $177.1 billion in 2026. The market is expected to expand at a compound annual growth rate of 6.2% in the near term and reach $243.44 billion by 2030 at a compound annual growth rate of 8.3%. Growth is associated with demand for customized home environments and the increasing use of professional design services during residential renovations. North America is expected to account for 35% of the specialized design services market in 2026. The North American custom window covering segment was estimated at $12 billion in 2024. Demand is supported by rising homeownership among millennials entering prime home improvement years, increased investment in residential interiors after the pandemic, and consumer preference for professionally measured and installed products instead of mass market box store options. The broader home decor industry is valued at more than $20 billion annually, with window treatments representing a design sensitive segment. Competition includes independent decorators, regional dealers, and national home improvement retailers. That fragmented structure leaves room for a branded franchise system supported by consistent training and operating procedures.

The initial Gotcha Covered franchise fee is $45,995. Estimated initial investment ranges from $33,840 to $130,000. The business is home based, so franchisees can operate without a retail storefront or leased commercial space, reducing capital needs compared with brick and mortar retail concepts. The starter package includes product samples, display materials, and initial business tools. A grand opening marketing campaign costs from $15,000 to $30,000. Training fees range from $250 to $2,000. Equipment costs range from $0 to $600, but the $0 figure is omitted from the investment discussion under the available cost reporting rules. Insurance costs range from $1,000 to $4,000. The royalty is a flat monthly fee that begins at $350 and rises gradually to $2,000 in the 37th month. The marketing fund fee begins at $125 per month and increases to $1,000 per month beginning in month 24. The stated net worth requirement is $150,000. Liquid capital requirements range from $90,000 to $100,000 depending on the source, while some disclosures reference $150,000 in minimum cash. An honorably discharged United States veteran or qualifying spouse receives a 10% discount on the initial franchise fee, worth approximately $6,990 off the standard fee. The franchisor does not arrange or guarantee financing, though qualified candidates may consider third party financing sources, including SBA loan programs. PeerSense introduces franchise buyers to SBA and conventional lenders but is not a lender.

Daily operations use a mobile consulting format. The franchisee or a small team visits homes and businesses, reviews the windows, presents product choices, takes measurements, and manages ordering and installation. Because clients are served at their locations, the model does not require a showroom lease. That structure is the main reason the low end of estimated investment is $33,840, one of the more accessible entry points in the home services franchise category. Staffing is intentionally lean. Many franchisees begin as owner operators and add employees as territory revenue increases, although the model can support semi absentee operation after systems and personnel are established. Initial training includes five weeks of virtual instruction followed by one week in person at the brand’s headquarters in Denver, Colorado. Topics include product knowledge, sales methods, design consultation, business operations, and technology platform use. After six months of active operation, franchisees may attend a five day advanced training program to refine skills and address early performance issues. Continuing support includes webinars on sales, marketing, product updates, and business development, along with an intranet training library available on demand. Franchise business coaches provide accountability and strategic guidance after launch, and annual meetings offer network learning and brand updates. Franchisees receive exclusive rights to defined geographic territories. Territories above the standard 30,000 household threshold carry an additional fee of $0.06 per household. Geographic growth beyond the initial grant uses the same expansion mechanism at $2.06 per additional household. The initial agreement lasts 10 years, with a further 10 year renewal option for franchisees in good standing.

Results vary by operating history.

The network grew from more than 120 locations in May 2021 to approximately 144 by late 2022, more than 160 in January 2024, and more than 170 franchise units by early 2025. That represents net growth of roughly 50 units over four years. The brand added 27 franchise locations in 2020 and 30 in 2023, showing continued new unit activity during supply chain disruption, rising interest rates, and changing consumer spending. Five Star Franchising’s 2021 acquisition placed Gotcha Covered within a multi brand platform with shared infrastructure, technology investment, and franchise development resources. In July 2025, Wanda Hoegren became Brand President after serving as Vice President of Operations since 2024, maintaining operational continuity while taking on broader strategic responsibility. Recent openings include Fort Wayne, Indiana, in February 2025; North Baltimore and Timonium, Maryland, in May 2025; Northern Colorado in August 2024; Mandeville Covington, Louisiana, in February 2024; and Sugar Land, Texas, in May 2021. These locations show expansion across different regional markets rather than concentration in one area. The network has no company owned units, meaning 100% of locations are franchise operated and the corporate organization is focused on franchisee development rather than competing with its operators.

Prior window treatment or interior design experience is not required. The model does favor candidates with a sales oriented mindset, comfort with in home consulting, the ability to coordinate a project from measurement through installation, and the discipline to run a home based business without a conventional office or retail structure. The mobile format may suit people seeking schedule flexibility while remaining accountable for revenue goals and customer commitments. Multi unit development may appeal to investors with greater capital and expansion goals because each territory has relatively low overhead and additional consultants or geographic coverage can be added as a territory matures. Territories are available throughout the United States and Canada. Expansion has included suburban and mid size metropolitan markets, indicating that populated secondary markets with active residential real estate may offer suitable territory conditions. The 10 year initial agreement and 10 year renewal option create a long term framework for building territory value. Exclusive geographic rights and the training system give franchisees a base for developing repeat business and customer referrals.

The investment case includes a North American window covering market estimated at $12 billion, a fragmented category, and a home based model with estimated investment as low as $33,840 and an initial franchise fee of $45,995. The flat royalty fee can become more favorable as sales rise, while the network expanded from more than 120 locations in 2021 to more than 170 in early 2025. Five Star Franchising adds shared infrastructure and support resources. PeerSense assigns Gotcha Covered a Loan Activity Score of 55, categorized as Moderate. That score reflects a risk and opportunity profile suited to an owner operator or semi absentee investor who expects revenue to build over the first 12 to 36 months. PeerSense provides independent due diligence resources that include SBA lending history, the Loan Activity Score, location maps with Google ratings, FDD financial data, and comparison tools for evaluating Gotcha Covered against home services, design, and window treatment concepts.