Just Between Friends

Navigating the expansive franchise landscape to identify an opportunity that aligns with both financial aspirations and personal values presents a significant challenge for prospective investors, often fraught with concerns about market volatility, hidden costs, and the long-term viability of a business model. Many fear committing substantial capital to a brand without a clear, data-backed understanding of its operational strengths, market position, and growth trajectory. Just Between Friends (JBF) emerges as a compelling solution in the burgeoning secondhand economy, offering a distinctive community-based pop-up consignment sales event franchise focused on children's and maternity items. Founded in 1997 by Shannon Wilburn and Daven Tackett in Tulsa, Oklahoma, the brand began its journey with a modest sale in Wilburn's living room, involving 17 consignors and generating $2,000 in gross sales, laying the groundwork for a movement centered on affordability and sustainability. JBF Franchise Systems, Inc. was formally established in 2003 and commenced franchising in 2004, expanding its reach from its headquarters in Tulsa, Oklahoma, which is also cited as Broken Arrow, Oklahoma. As of January 2023, the brand had grown to 151 locations operating across 31 states, a significant expansion from its 2011 footprint of 110 franchises in 22 states, and its announcement of the 150th franchise in September 2015, spanning 28 states and one in Canada. While PeerSense's internal franchise database currently reflects 3 total units and 8 franchised units, the brand's public growth trajectory, as detailed in recent reports, indicates a much larger, well-established system with over 150 franchises across the U.S. in both 2018 and early 2023, with no company-owned locations listed. This leading position in a specialized niche of the global secondhand apparel market, estimated at $288 billion in 2026 and projected to reach $367 billion by 2029, underscores why this Just Between Friends franchise opportunity warrants serious consideration from investors seeking to tap into a rapidly expanding market driven by strong consumer trends. The strategic leadership transition on January 24, 2023, saw former JBF franchisee Tracy Panase acquire the company and assume the role of CEO, with co-founder Shannon Wilburn transitioning to a Brand Ambassador role for three years, signaling a continuity of vision and a commitment to sustained growth within the Just Between Friends franchise system.

The industry landscape for used merchandise stores, the category in which the Just Between Friends franchise operates, is characterized by robust growth and significant consumer demand, presenting a compelling environment for franchise investment. The global secondhand apparel market is projected to reach an estimated $288 billion in 2026, marking a 12.5% increase from 2025, with further expansion anticipated to $317 billion in 2027 and $367 billion by 2029, sustaining an annual growth rate of 10%. Within the United States, the secondhand market is valued at approximately $61 billion as of 2026, demonstrating an 8.2% rise from 2025 figures. The total addressable market for Used Merchandise Retailers is estimated at $20 billion, growing at a compound annual growth rate (CAGR) of 3.5%, while industry revenue for Used Goods Stores is expected to reach $27.7 billion in 2025, climbing modestly by 0.9% after a strong 5.9% CAGR expansion over the preceding five years. Specifically for secondhand apparel, revenue is anticipated to ascend from $53.7 billion in 2026 to $154.3 billion by 2036, registering an impressive CAGR of 11.1%. This substantial market is further bolstered by the children's wear segment in the U.S., a $31.6 billion industry, which Just Between Friends directly serves. As of 2023, the U.S. houses 19,466 used merchandise stores, collectively employing 222,478 individuals, highlighting a fragmented yet dynamic sector. Key consumer trends are unequivocally driving this demand: a pronounced preference for eco-friendly and sustainable shopping options, with thrifting reducing carbon emissions by an average of 25% compared to new purchases; an overwhelming demand for cost savings, cited by 89% of secondhand consumers as their primary motivation; and the rising popularity of thrift shopping, which has shed its stigma to become a fashionable and accessible activity, with 42% of shoppers reporting increased accessibility. The appeal of secondhand shopping now spans all demographics, with Just Between Friends uniquely positioned to serve families with children aged 0-12, a constantly renewing demographic generating approximately 4 million births annually in the U.S. These secular tailwinds, including inflation, environmental consciousness, and a cultural shift towards conscious consumption, create a fertile ground for the Just Between Friends franchise model, which directly addresses these macro forces by facilitating affordable, sustainable, and community-driven commerce.

For a prospective investor considering the Just Between Friends franchise cost, understanding the comprehensive financial commitment is paramount to informed decision-making and mitigating the inherent risks of a new venture. The initial Just Between Friends franchise fee stands at $24,900, a figure that provides entry into a well-established system. While an older source from 2018 indicated a tiered structure with fees up to $17,900 for a single unit, $33,900 for two units, and $48,900 for three units, the current single-unit fee of $24,900 reflects the brand's updated investment structure. The total initial investment required to launch a Just Between Friends franchise ranges from an average of $66,000 to $95,000, with other sources citing a range of $66,665 to $97,515, positioning it as an accessible mid-tier franchise investment. This comprehensive range encompasses various critical pre-opening and initial operating expenses, ensuring a robust start. A detailed breakdown from the 2025 FDD outlines these costs, including the $24,900 initial franchise fee, initial equipment estimated between $10,000 and $20,000, and initial inventory requiring approximately $5,000. Further expenses include storage ranging from $0 to $375, pre-opening labor between $700 and $1,000, and a Jump Start Guide costing $2,500 to $3,500. Franchisees should also budget $1,800 to $2,800 for estimated travel and living expenses during onsite apprenticeship and training, a new franchise technology license and set-up fee of $1,500, and venue lease costs between $2,500 and $10,000. Additional operational necessities include business registration and tax permits costing $800 to $1,000, insurance ranging from $500 to $1,000, and an advertising allocation of $5,000 to $8,000. An annualized technology fee is also noted at $185 to $1,050, or $185 per month ($2,200 annually), along with an optional financial management course costing $0 to $400. Furthermore, franchisees are advised to secure additional funds ranging from $10,250 to $15,250 to cover initial operating expenses for not more than 300 days. The liquid capital required for the Just Between Friends franchise investment is specified between $10,250 and $15,250, or a minimum cash requirement of $50,000, while the net worth required ranges from $66,665 to $97,515 or $150,000. Ongoing fees include a royalty rate of 3% of gross sales, with minimums set at $5,250 per year for Years 1 and 2 (or 3% of gross sales, whichever is greater) and $10,500 per year for Years 3 and over (or 3% of gross sales, whichever is greater). An advertising fund, or Marketing Brand Fund, contribution is 1% of gross sales, capped at $3,500 per year. This transparent breakdown of the Just Between Friends franchise cost and ongoing fees provides a clear roadmap for investors evaluating this unique franchise opportunity.

The operating model of a Just Between Friends franchise is distinctly structured around community-based pop-up sales events, offering a flexible framework that caters to diverse entrepreneurial ambitions, from supplemental income generation to a full-time career managing multiple territories. Franchisees are primarily responsible for hosting seasonal shopping events in their local communities, typically requiring a minimum of two sales events per year. The core operations involve meticulous organization of consigned items, efficient setup of temporary event spaces, and seamless management of transactions during the sale periods. This pop-up event format inherently minimizes overhead costs compared to traditional brick-and-mortar retail establishments, with the main investment for franchisees often centered on securing suitable venue leases. While specific staffing requirements are not explicitly detailed, the large-scale nature of these consignment events suggests the coordination of volunteers or temporary staff, often including consignors who assist at sales in exchange for various perks. Just Between Friends provides a comprehensive support structure designed to empower its franchisees, commencing with an in-depth training program that includes proprietary software systems and hands-on work with experienced team members. The estimated travel and living expenses during this onsite apprenticeship and training period range from $1,800 to $2,800, underscoring the brand's commitment to thorough preparation. Beyond initial training, franchisees benefit from ongoing corporate support, receiving continuous resources and guidance necessary for success. The brand also offers exclusive territories, ensuring that "your territory is your turf" and providing a defined operational area. A requirement for franchisees is to reside within a 30-mile radius of their chosen venue, fostering local engagement and community integration. The flexibility of the Just Between Friends franchise model also extends to multi-unit ownership, enabling entrepreneurs to expand their operations and cultivate a full-time career managing several territories, leveraging the proven business model and robust support system to scale their impact and financial returns within their exclusive geographic areas.

When evaluating the Just Between Friends franchise revenue potential, it is crucial to address the financial performance disclosures within the context of the available data. While Item 19 financial performance data regarding profitability is not disclosed in the current Franchise Disclosure Document, the FDD from 2022 did provide information about expenses and gross sales for Spring and Fall 2018 events. However, it explicitly excluded labor costs, franchise royalties, and brand marketing fund contributions due to wide variances, preventing a direct calculation of net profit margins. Despite the absence of specific profit data, other indicators illuminate the financial vitality of the Just Between Friends franchise system. In 2022, the system-wide sales for Just Between Friends exceeded $41 million, demonstrating substantial growth from the $26 million in system-wide sales recorded in 2014. This 57.7% increase over eight years highlights a consistent upward trajectory in revenue generation across the network. The average gross revenue reported for a Just Between Friends franchise is $353,420. This figure, while positioned below the broader Clothing & Fashion subsector average of $669,581, reflects the specialized nature and distinct pop-up, low-overhead operational model of JBF events. The difference in average revenue can be attributed to the seasonal, event-based format, which, while generating significant sales during specific periods, does not incur the year-round operational costs of a traditional retail storefront. Further evidence of strong unit-level performance comes from the Panases, who, as Just Between Friends franchisees in the Philadelphia area, were inducted into the "Million Dollar Club" in 2012, indicating their ability to achieve exceptional revenue generation through their events. This success story underscores the potential for high-performing franchisees within the system. The growth in system-wide sales, coupled with individual franchisee achievements and the cost-efficient pop-up model, suggests a robust Just Between Friends franchise revenue model that can be highly profitable despite the specific non-disclosure of net profit figures in the FDD. The focus on high-volume, short-duration sales events allows for significant gross revenue per event, contributing to a strong overall financial performance for franchisees.

The growth trajectory of the Just Between Friends franchise system illustrates a consistent expansion and adaptation within the dynamic secondhand market, reinforcing its competitive positioning. While PeerSense's internal franchise database currently reflects 3 total units and 8 franchised units for Just Between Friends, the brand's public growth narrative, as detailed in recent reports, indicates a significantly larger, well-established system. As of January 2023, Just Between Friends boasted 151 locations across 31 states, demonstrating a robust expansion from 110 franchises in 22 states in 2011, and marking its 150th franchise in September 2015 across 28 states and one in Canada. The brand continued this positive trend, operating more than 150 franchises in the United States by 2018. The year 2022 was particularly notable, described as a "banner year," with the company announcing nine new franchise agreements and holding 317 consignment sales events across the U.S., culminating in over $41 million in system-wide sales. This represents a substantial increase from $26 million in system-wide sales recorded in 2014, showcasing a strong growth momentum. Recent corporate developments underscore this forward-looking strategy: on January 24, 2023, Tracy Panase, a highly successful long-time Just Between Friends franchisee, acquired the entire franchise system and assumed the role of CEO, with co-founder Shannon Wilburn transitioning to a Brand Ambassador role for a three-year period. This leadership change by an experienced insider is poised to drive the company's ambitious expansion plans, which include making Just Between Friends a household name by partnering with other brands and significantly expanding its franchise development pipeline, with explicit plans for global expansion. The competitive moat for the Just Between Friends franchise is built upon several key pillars: its proven business model, refined over 25 years of operation; proprietary software systems that streamline event management; exclusive territories that protect franchisee investments; and a deep commitment to community impact through sustainability and affordability. In 2022 alone, the brand facilitated over $7 million in in-kind donations to more than 200 charity partners, demonstrating its tangible social value. The low-overhead pop-up model allows for agility and cost efficiency, distinguishing it from traditional retail. The brand's consistent recognition, including being named to Franchise Business Review's Top 10 Home-Based Franchises for Moms and listed in Forbes' "Top 10 Best Franchise to Buy" for three consecutive years based on five years of sustained growth, affirms its strong market position and adaptability to evolving consumer demands, particularly in the growing secondhand apparel market.

The ideal candidate for a Just Between Friends franchise opportunity is typically an individual who embodies a unique blend of organizational prowess, community spirit, and entrepreneurial drive, often appealing to parents seeking a flexible business model. Franchisees are characterized as organized and detail-oriented event planners, adept at managing the logistics inherent in large-scale pop-up sales. A comfort with local marketing and networking is essential, as success hinges on attracting both consignors and shoppers within the community. Furthermore, an ideal candidate possesses a genuine passion for helping families save money and promoting sustainable living, aligning with the core values of the Just Between Friends brand. Resourcefulness, adaptability, and a strong customer service orientation are also critical qualities, enabling franchisees to navigate the dynamic nature of seasonal events and foster strong community relationships. While the model offers flexibility for supplemental income, it also supports a full-time career path, particularly for those interested in managing multiple territories, indicating a potential for scaling operations. Just Between Friends offers exclusive territories, ensuring that each franchisee has a defined operational area, and mandates that franchisees live within a 30-mile radius of their