Once Upon A Child

Once Upon A Child is a children's resale franchise serving families seeking lower costs on apparel, footwear, toys, books, equipment and accessories that children quickly outgrow. Lynn and Dennis Blum developed the concept in 1984 in Perrysburg, Ohio, after Mrs. Blum saw this issue firsthand. Franchise rights were sold to Growbiz International in 1992, now known as Winmark Corporation, which began franchising the brand that year. The system has more than 400 franchised stores in the United States and Canada. Reports cite 430 or more North American stores, 416 US franchises and 388 franchised units in the database. Winmark, based in Minneapolis, Minnesota, oversees more than 1,300 locations across five concepts and is North America's leading franchisor of sustainable resale brands. Once Upon A Child has ranked the number one Children's Resale Franchise in Entrepreneur Magazine's Franchise 500 for more than a decade. The global kids apparel market was valued at USD 225.88 billion in 2025 and is projected to reach USD 423.01 billion by 2034, at a CAGR of 7.25%. The US baby and children's clothing market was approximately USD 40.21 billion in 2025 and is projected to reach USD 43.92 billion by 2032, at a CAGR of 1.27%.

Once Upon A Child operates in a growing resale sector while traditional retail faces pressure. The global kids apparel market was valued at USD 225.88 billion in 2025 and is projected to reach USD 423.01 billion by 2034, at a CAGR of 7.25%. Children's wear was estimated at USD 283.37 billion in 2025, with projections of USD 302.44 billion in 2026 and USD 403.26 billion by 2031, at a CAGR of 5.92%. Clothing for infants and toddlers ages 0 to 3 was valued at USD 72.5 billion in 2024 and is projected to reach USD 112.3 billion by 2034, at a CAGR of 4.7%. Parents are spending more on premium apparel, while millennial parents are placing greater emphasis on sustainable and organic fabrics. The secondhand apparel industry was valued at $18 billion and was projected to reach $33 billion by 2021. Roughly 1 in 5 American consumers shops at a resale store each year. The US Children's and Infants' Clothing Stores industry declined at a CAGR of 2.5% over the past five years and was expected to total $9.6 billion in 2024. E commerce accounts for nearly 35% of infant and toddler clothing sales, giving a physical resale store a value focused position within a fragmented market.

The initial franchise fee is $36,000. Current database figures put the total initial investment at $29,320 to $268,820, while external sources cite $275,000 to $425,000 or $327,000 to $462,000 for a broader build out. Costs vary by facility type, location, leasehold improvements and opening inventory. Within the higher ranges, fixtures and supplies cost $55,000 to $70,000, signs cost $10,000 to $15,000 and a POS system costs $22,200 to $29,500. Leasehold improvements range from $11,000 to $21,000, build out from $35,000 to $55,000, opening inventory from $65,000 to $80,000 and funds for the first three months from $40,000 to $50,000. Franchisees must have a minimum net worth of $400,000 and at least $231,530 in liquid capital. Advertising contributions typically range from 5% to 7% or up to 2% of gross sales, with minimum advertising spending, including local advertising, of 6% of gross sales.

The model buys gently used merchandise outright and pays sellers immediately. Staff check products for condition, style, brand and safety, including recall reviews and current safety requirements. Clothing, accessories and shoes are generally accepted when no more than 5 years old, although standards vary by location and demand. Stores sell used children's apparel, toys, equipment, furniture and accessories, with approximately 95% of merchandise pre owned and a small selection of new items. Inventory knowledge and familiarity with local demographics, especially areas with young families and higher income mobility, matter to store performance. Franchisees may sell only approved goods and services. They are often advised to volunteer and work in an existing store for one to two weeks. Training begins with Resale University 101, lasting at least four days and covering real estate, business plans, purchasing new and used products and the service vendor program. It is held at Winmark's Minneapolis training center or online. Resale University 201 lasts at least five days and covers sales, customer service, marketing, advertising, computer operation, inventory, staffing and financial management. Both programs must be completed before opening, and store opening assistance is provided the day before and the day of launch. Winmark also provides a full day on a three year business plan and written narrative, an exclusive POS system, a cloud based reporting system and territory protection. Territories use population density, household income and traffic patterns. In urban areas with more than 250,000 people, the territory generally includes at least 75,000 to 100,000 people. Elsewhere, the minimum is generally 50,000 people. The initial term is 10 years, with additional 10 year renewal periods available if requirements are met. The owner is generally expected to operate the store personally, unless company consent is given for a general manager.

External research and historical disclosures from earlier FDDs report that the 2025 disclosures covered 395 stores operating for at least one year as of December 28, 2024. Stores open six years or more generally produce higher sales than newer locations. In 2018, franchisees purchased approximately 84 million items and sold more than 86 million units.

Once Upon A Child has continued expanding across the United States and Canada, with more than 400 franchised stores, reports of more than 430 North American stores and 416 US franchises, and 388 franchised units in the database. The brand opened its 400th store in Douglasville, Georgia, on September 23, 2021. That location was owned by multi unit franchise owner Allison Spartis, who was opening her second Once Upon A Child and fourth Winmark franchise. Winmark has more than 1,300 franchise locations across five resale brands in the United States and Canada, with more than 2,000 available territories identified as of June 26, 2021. Once Upon A Child has held the number one Children's Resale Franchise position in Entrepreneur Magazine's Franchise 500 for more than a decade. In 2019, it ranked No. 129 overall and No. 1 in the Children's Retail category. Its competitive advantages include longstanding brand recognition, a proprietary POS system for purchasing and pricing, Winmark's franchise infrastructure and exclusive franchise territories. Its resale model also addresses environmental concerns and consumer demand for value while traditional retail faces pressure.