Just Between Friends

Choosing a franchise that fits a buyer’s finances and personal priorities can be difficult when market conditions, undisclosed expenses, and long term business viability are uncertain. Just Between Friends, or JBF, operates in the secondhand economy through community based pop up consignment events for children’s and maternity items. Shannon Wilburn and Daven Tackett founded the company in 1997 in Tulsa, Oklahoma. JBF Franchise Systems, Inc. was formed in 2003 and began franchising in 2004. Its headquarters are identified as Tulsa, Oklahoma, and also as Broken Arrow, Oklahoma. In January 2023, the brand reported 151 locations in 31 states. That compares with 110 franchises in 22 states in 2011 and the announcement of its 150th franchise in September 2015, when the system covered 28 states and one location in Canada. PeerSense’s internal franchise database currently shows 3 total units and 8 franchised units, while public reports describe more than 150 franchises in the United States in both 2018 and early 2023, with no company owned locations listed. JBF operates within a global secondhand apparel market estimated at $288 billion in 2026 and projected to reach $367 billion by 2029. On January 24, 2023, former JBF franchisee Tracy Panase acquired the company and became CEO. Co founder Shannon Wilburn moved into a Brand Ambassador role for three years. The transition preserves continuity while the system pursues further growth.

Just Between Friends falls within the used merchandise store category, supported by demand for lower cost goods and reuse. The global secondhand apparel market is projected at $288 billion in 2026, a 12.5% increase from 2025, followed by $317 billion in 2027 and $367 billion by 2029. The market is expected to maintain annual growth of 10%. In the United States, the secondhand market is valued at approximately $61 billion in 2026, up 8.2% from 2025. The total addressable market for Used Merchandise Retailers is estimated at $20 billion and has a compound annual growth rate of 3.5%. Revenue for Used Goods Stores is expected to reach $27.7 billion in 2025, an increase of 0.9% after a 5.9% compound annual growth rate during the prior five years. Revenue for secondhand apparel is projected to rise from $53.7 billion in 2026 to $154.3 billion by 2036, representing an 11.1% compound annual growth rate. The United States children’s wear segment is a $31.6 billion industry and is a direct market for JBF. In 2023, the country had 19,466 used merchandise stores employing 222,478 people. Consumer demand is influenced by sustainability, savings, and broader acceptance of thrift shopping. Thrifting reduces carbon emissions by an average of 25% compared with buying new products. Cost savings are the primary motivation for 89% of secondhand consumers, and 42% of shoppers report that thrift shopping has become more accessible. Secondhand shopping now reaches consumers across demographic groups. JBF focuses on families with children aged 0 to 12, a replenishing market associated with approximately 4 million births each year in the United States. Inflation, environmental awareness, and changing views about consumption support the company’s affordable and community based event model.

The initial Just Between Friends franchise fee is $24,900. An older 2018 source described a tiered fee structure of up to $17,900 for one unit, $33,900 for two units, and $48,900 for three units. The current single unit fee is $24,900. Total initial investment is reported at an average of $66,000 to $95,000, while other sources cite $66,665 to $97,515. The 2025 Franchise Disclosure Document lists the $24,900 initial franchise fee, initial equipment of $10,000 to $20,000, and initial inventory of approximately $5,000. Storage is listed at $375 or less, and pre opening labor is estimated at $700 to $1,000. The Jump Start Guide costs $2,500 to $3,500. Travel and living expenses for the onsite apprenticeship and training are estimated at $1,800 to $2,800. A new franchise technology license and setup fee is $1,500, and venue lease costs are estimated at $2,500 to $10,000. Business registration and tax permits cost $800 to $1,000. Insurance is estimated at $500 to $1,000, and advertising is budgeted at $5,000 to $8,000. The technology fee is listed at $185 to $1,050 on an annualized basis, or $185 per month, stated elsewhere as $2,200 annually. An optional financial management course is listed at up to $400. Franchisees are advised to reserve $10,250 to $15,250 for initial operating expenses for no more than 300 days. Reported liquid capital requirements range from $10,250 to $15,250, with another source stating a minimum cash requirement of $50,000. Reported net worth requirements range from $66,665 to $97,515, with another figure of $150,000. Continuing fees include a royalty of 3% of gross sales. The Marketing Brand Fund contribution is 1% of gross sales, capped at $3,500 per year.

A Just Between Friends franchise is built around seasonal community consignment events rather than a permanent retail storefront. Franchisees generally hold at least two sales events each year in their local markets. Their responsibilities include organizing consigned merchandise, arranging temporary event spaces, and managing transactions during each sale. The temporary venue model can reduce overhead compared with a traditional brick and mortar store, although securing an appropriate venue is a central expense. The source does not specify staffing requirements. The size of the events indicates that franchisees may coordinate volunteers or temporary workers, including consignors who help in exchange for various perks. JBF’s support begins with training that covers proprietary software and hands on work with experienced team members. Travel and living expenses during the onsite apprenticeship and training are estimated at $1,800 to $2,800. After the initial program, franchisees receive continuing resources and guidance from the company. Each franchisee receives an exclusive territory, described by the brand as “your territory is your turf.” Franchisees must live within a 30 mile radius of their selected venue, which supports local involvement. The model also permits multi unit ownership. An owner can build a full time business by managing several territories, using the event format and the company’s support resources across defined geographic areas.

That represents a 57.7% increase over eight years. This is below the Clothing & Fashion subsector average of $669,581 and reflects JBF’s seasonal event structure and lower overhead approach. Sales are concentrated into specific events rather than generated through a year round storefront. Tracy Panase and her family, as JBF franchisees in the Philadelphia area, were inducted into the “Million Dollar Club” in 2012, showing that individual operators have reached that level of revenue through their events.

The public growth record shows a larger system than the current PeerSense database entry, which lists 3 total units and 8 franchised units. As of January 2023, JBF reported 151 locations across 31 states, compared with 110 franchises in 22 states in 2011. The brand announced its 150th franchise in September 2015 across 28 states and one location in Canada. By 2018, it operated more than 150 franchises in the United States. In 2022, the company described the year as a “banner year,” announced nine new franchise agreements, and held 317 consignment sales events across the United States. On January 24, 2023, Tracy Panase, a long time JBF franchisee, acquired the entire franchise system and became CEO. Wilburn became Brand Ambassador for a three year period. The company’s stated plans include making JBF a household name through partnerships with other brands, expanding the franchise development pipeline, and pursuing global expansion. The business model has operated for 25 years. Its stated points of differentiation include proprietary software, exclusive territories, sustainability, affordability, and community involvement. In 2022, the brand facilitated more than $7 million in in kind donations to more than 200 charity partners. The pop up structure requires less fixed retail infrastructure than a traditional store. JBF was named to Franchise Business Review’s Top 10 Home Based Franchises for Moms and appeared in Forbes’ “Top 10 Best Franchise to Buy” for three consecutive years based on five years of sustained growth. These recognitions and the public unit history reflect the company’s position in the secondhand apparel market.

A likely Just Between Friends franchise candidate is an organized, detail oriented person who can plan and manage large seasonal sales events. Local marketing and networking matter because the business must attract both consignors and shoppers. The brand’s stated values may appeal to someone who wants to help families save money and support sustainable living. Resourcefulness, adaptability, and customer service skills are useful when event conditions change and franchisees build relationships in their communities. The model can serve as a source of supplemental income, while multi unit ownership offers a path toward full time work for owners who want to manage several territories. Each franchisee receives an exclusive operating area and must live within a 30 mile radius of the selected venue. That local residency requirement makes community involvement and familiarity with the territory relevant parts of the ownership decision.