Maid Brigade

Investing $120,000 or more in a home services franchise is a major financial decision, and relying on marketing claims instead of verified information can cost years of capital and effort. Maid Brigade serves a recurring consumer need through residential cleaning, documented quality practices, and safety standards. Don Hay and Bart Puett founded the company in 1979. After moving its headquarters to Atlanta, Georgia, in 1985, Maid Brigade began franchising in 1986. Franzy tracked 322 open franchise units and 24 corporate locations across 29 U.S. states. Its PUREcleaning system uses non toxic, eco friendly solutions and electrolyzed water to provide hospital grade, EPA certified disinfection. Maid Brigade was the first major cleaning franchise in the United States to adopt certified green practices nationally. On June 26, 2025, Evive Brands acquired Maid Brigade. Evive Brands is a portfolio company of private equity firm The Riverside Company, which focuses on service oriented franchise systems. Ryan Parsons serves as CEO of Evive Brands. The brand publicly targeted 10 new locations in 2025. Its franchising history, green service system, and new ownership structure are relevant areas for independent due diligence by prospective buyers.

The U.S. home cleaning services market was valued at approximately $20 billion annually, while the broader cleaning services sector, including commercial and janitorial work, generated more than $100 billion in annual U.S. revenue. Maid Brigade operates in the residential segment, which is projected to grow at a compound annual growth rate exceeding 6% through the late 2020s. More than 60% of U.S. families have both adults employed full time, supporting demand for outsourced household services. Post pandemic health concerns have also raised expectations for cleaning procedures, including EPA certified, hospital grade disinfection. The U.S. population aged 65 and older is projected to reach 73 million by 2030, creating more homeowners who may need professional cleaning as a necessity. Residential cleaning remains fragmented among local independent operators, leaving room for franchise systems with recognizable brands, established procedures, and support. Maid Brigade has held an early position in green cleaning since the mid 2000s. Consumer attention to indoor air quality and chemical exposure continues to support interest in certified eco friendly providers. Recurring service revenue, health concerns, demographic change, and local market fragmentation all shape the category's investment appeal.

For 2026, Maid Brigade's first unit franchise fee is $49,900. A second unit purchased simultaneously costs $39,900, and a third costs $34,900. The estimated initial investment is $120,616 to $136,366. Additional funds for the first three months of working capital range from $30,000 to $40,000 and account for most of the investment range. The national brand fund advertising fee is 2% of gross revenues. The 2026 liquid capital requirement is $63,816, and the minimum net worth requirement is $100,000. Maid Brigade identifies SBA lending programs and preferred lenders as potential financing pathways for qualified candidates. Compared with many franchise investments that require net worth above $250,000, this profile may be accessible to more buyers. Its home based or small office format also avoids the retail buildout expense found in some other categories, placing the total investment in the lower to mid tier of residential cleaning franchises.

A Maid Brigade owner generally manages trained cleaning technicians who visit residential customers on recurring schedules. The owner is usually focused on business management and sales leadership rather than cleaning homes personally. A new franchisee can begin with a small team and add employees as the customer base expands. The non retail, home based or small office format limits lease exposure and buildout complexity. Training begins with three days at a top performing franchisee's operation, where the new owner observes daily workflows, customer interactions, employee management, and growth practices. A Vice President of Operations then spends four days at the new owner's location covering operations, systems implementation, and launch preparation for that market. This creates a seven day, two phase training process combining field experience with location specific instruction. Continuing support includes field consultation from Vice President level operators, marketing program access, and the PUREcleaning system. Standardized cleaning procedures and product specifications can also simplify purchasing through the franchise system. Territories include exclusive service areas. In late 2025, Maid Brigade identified 21 U.S. states as uncovered markets, creating expansion opportunities in those locations.

Results vary according to service territory density and household income, the ability to recruit and retain cleaning staff, and local marketing and customer retention. These estimates are directional. Buyers should review the FDD directly, speak with franchisees, and consult a qualified franchise attorney and accountant.

The 2020 FDD reported 339 franchised locations in the United States, including 143 in the South. By March 2025, 76 franchise owners were servicing more than 380 territories across the United States and Canada. The brand reported more than 400 franchise territories by October 2025. A November 2025 figure of more than 280 franchise locations shows that counts can differ depending on whether the measure is territories, active locations, or multi unit ownership. New franchise sales historically averaged 5 per year, and Maid Brigade acknowledged that sales had flattened during the four years before a repositioning aimed at business savvy owners with greater capitalization. The 2025 target of 10 new locations represented twice that historical sales rate. Evive Brands' June 2025 acquisition, involving The Riverside Company, is a significant recent corporate development and may precede additional spending on expansion, technology, and franchisee support. Raychel Leong Sullins joined Maid Brigade in 1999, worked across multiple departments, earned her MBA, and became Brand President. She was identified as leading the brand in March 2025. Danessa Itaya became Brand President on November 12, 2025. Maid Brigade's stated competitive strengths include the proprietary, IP protected PUREcleaning system, more than 40 years of franchising experience, and national presence across 29 U.S. states, Canada, and Ireland.

The intended franchise owner is a business minded operator with management or sales leadership experience who wants to run a service company rather than perform cleaning work personally. Maid Brigade's repositioning points toward candidates with team management, local marketing, customer relationship, and financial oversight skills. Those abilities affect staffing, customer retention, and operating results. The multi unit model is supported by the reduced fees for second and third units purchased simultaneously and by the limited real estate needs of the format. Territories are available in 21 uncovered U.S. states beyond the current 29 state footprint. International expansion opportunities in Canada and other markets are also being pursued. Territories with high household income, many dual income households, and aging homeowners fit the category's identified demand drivers. The 2026 requirement of $63,816 in liquid capital and $100,000 in net worth may suit qualified career changers with management backgrounds and existing business owners seeking another operation. SBA lending eligibility may broaden the financing options for candidates who meet program and lender requirements. Maid Brigade's franchise history and FDD record can provide information for those loan discussions.

Its PeerSense Franchise Performance Index score is 54, indicating a moderate performance rating rather than a top decile result or a distress signal. The brand is repositioning for growth after the acquisition, while the residential cleaning category continues to benefit from recurring demand and demographic factors. The 21 uncovered U.S. states provide expansion space for buyers considering markets before greater competition develops. The Riverside Company's history with service franchise systems adds context to the growth plan. PeerSense offers independent due diligence information that includes SBA lending history, the Loan Activity Score, location maps with Google ratings, FDD financial data, and comparison tools for reviewing Maid Brigade alongside residential cleaning franchise alternatives. PeerSense is a commercial capital advisory firm, not a lender, and buyers should use these materials with direct FDD review and professional advice.