The Shade

The journey of Made in the Shade (MITS) Blinds and More, now recognized as The Shade franchise, commenced in 2004, establishing a robust two-decade legacy of operational excellence in the custom window treatment sector by 2024. This significant milestone underscores the brand's enduring presence and adaptability within the competitive home interiors market. The visionary behind Made in the Shade was Cathy Morse, an accomplished interior design home professional who brought over 25 years of extensive experience in the home interiors industry to her entrepreneurial venture. Her initial objective was to scale her highly successful home-based business model, extending this proven framework to other aspiring entrepreneurs who sought both personal fulfillment and financial independence in their careers. This foundational ethos of empowering individuals through a flexible, home-based operation remains a cornerstone of The Shade franchise’s appeal. Over time, Cathy Morse strategically transitioned the leadership reins to her son, Josh Morse, who currently serves as the Chief Executive Officer of Made in the Shade. Notably, Josh Morse, alongside his wife Jessica, possesses firsthand experience as successful franchisees, having previously owned and meticulously operated their own Made in the Shade franchise unit in San Antonio, Texas. This unique leadership perspective, rooted in direct franchisee experience, provides invaluable insight into the operational realities and support needs of the network. The company's corporate headquarters are strategically situated in San Antonio, Texas, specifically at 2523 Boardwalk St. The comprehensive search results do not explicitly indicate a parent company for Made in the Shade (MITS), suggesting that The Shade franchise operates as an independently managed and self-sufficient franchise system, maintaining full control over its brand development, operational standards, and franchisee support initiatives. This independent structure allows for focused dedication to the growth and success of its franchisees.

The custom window treatment industry, in which The Shade franchise operates, represents a dynamic and resilient segment of the broader home improvement market. Characterized by consistent consumer demand for personalized and high-quality home furnishings, this sector thrives on innovation, design trends, and the perpetual desire for aesthetic enhancement and functional improvements within residential and commercial spaces. The market is driven by factors such as new home construction, remodeling projects, and the cyclical need for window treatment updates, ensuring a steady stream of potential clients for The Shade franchise. The business model, largely home-based and mobile, allows franchisees to capitalize on lower overheads compared to traditional retail establishments, translating into a more accessible entry point and potentially higher profitability margins. This operational efficiency is particularly pertinent in a market where consumers increasingly value convenience and personalized service delivered directly to their homes. The total initial investment required to launch a Made in the Shade franchise, ranging from $78,000 to $108,000 as per the 2025 FDD, stands significantly lower than the subsector average, which typically falls between $111,770 and $223,008. This substantial difference in investment level positions The Shade franchise as an exceptionally attractive and financially viable opportunity for aspiring entrepreneurs looking to enter the lucrative home services industry without the prohibitive capital outlay often associated with other segments. The focus on custom solutions further insulates The Shade franchise from mass-market competition, emphasizing value through tailored design, superior product quality, and expert installation.

The financial prerequisites for investing in The Shade franchise exhibit a degree of variation across different reporting periods and sources, a common occurrence reflecting ongoing updates to franchise offering terms. The initial franchise fee is currently listed as $64,000 in one source, while other data from December 2022 indicated a range of $67,500 to $77,500. The most recent 2025 Franchise Disclosure Document (FDD) specifically details an initial franchise fee of $67,500 for a single territory, underscoring the importance of consulting the latest FDD for precise figures. An additional source cites a franchise fee of $59,000, further illustrating the dynamic nature of these financial terms. Notably, Made in the Shade Blinds extends a commendable discount off the franchise fee for eligible veterans, demonstrating a commitment to supporting those who have served. The total estimated initial investment required to establish and launch a Made in the Shade franchise ranges from $74,500 to $101,200, with an approximate investment midpoint calculated at $87,850. The 2025 FDD provides a slightly updated total initial investment range of $78,000 to $108,000. This investment level is markedly lower than the average within the subsector, which typically ranges from $111,770 to $223,008, rendering The Shade franchise a highly accessible option for entrepreneurs. Another source suggests an even more conservative total investment range of $60,000 to $70,000. Regarding liquid capital, a minimum cash requirement of $74,500 is stated in one instance, while another source suggests a minimum of $50,000. Additionally, it is strongly recommended that prospective franchisees allocate at least $20,000 in working capital to proficiently cover essential start-up expenses such as business licenses, necessary permits, and crucial advertising collateral, ensuring a smooth operational launch for The Shade franchise.

A distinctive and highly advantageous aspect of The Shade franchise operating model is its pioneering "ZERO ROYALTIES" policy, which represents a significant departure from traditional franchise structures. This means that franchisees are not burdened with ongoing monthly royalty fees, a substantial differentiator in the industry. This innovative approach allows franchisees to retain a significantly larger portion of their hard-earned revenues, directly contributing to potentially quicker returns on their initial investment and providing greater financial flexibility. The absence of recurring royalty payments empowers franchisees to reinvest a greater share of their profits back into their local businesses, fostering enhanced brand building, expanded marketing efforts, and ultimately, accelerated growth within their respective territories. While one older source mentioned a royalty fee of $6,000, all more recent information and marketing communications emphatically underscore the current absence of royalties, solidifying this as a core benefit of The Shade franchise. Beyond this unique royalty structure, the franchisor provides a comprehensive initial management training program, a critical component for ensuring franchisee success. This rigorous training is mandatory for the Franchisee's Operating Principal and one additional trainee, and is provided at no extra cost, covering essential knowledge and skills. The curriculum is meticulously designed to encompass critical areas such as in-depth product knowledge across a diverse range of window treatments, effective sales techniques for converting leads, and robust operational procedures to ensure efficient business management. For any supplementary trainees beyond the initial two, a fee of $750 per attendee is charged, with another source stating this fee as $1,000 per additional attendee for initial training. The franchisor retains the right to implement reasonable fees for the training of successor or replacement personnel, as well as for any subsequent or supplementary training programs deemed beneficial. The initial training program for The Shade franchise is currently conducted at the headquarters in San Antonio, Texas, and typically spans an intensive period of approximately five days, ensuring thorough preparation. Each trainee is equipped with a new tablet, designated for both training purposes and subsequent day-to-day operational use, highlighting the brand’s commitment to modern tools.

The Shade franchise demonstrates robust financial performance within its market segment. The average gross sales for a unit are reported as an impressive $855,525, a figure that significantly surpasses the subsector average of $739,341 by more than 15%. This strong performance indicator suggests that franchisees operating under The Shade franchise model are well-positioned for substantial revenue generation within the custom window treatment industry. However, it is important to note a discrepancy in figures, as the 2025 FDD lists the Average Unit Volume (AUV) as $439,000. Prospective franchisees are strongly advised to meticulously review the most current Franchise Disclosure Document for the latest and most accurate financial performance representations, as these documents provide the definitive figures for potential earnings. Item 19 of the Franchise Disclosure Document is the section where franchisors are permitted to make financial performance representations (FPRs), which can encompass a range of financial metrics including sales, income, gross profits, or net profits. While the available data provides clear figures for gross sales and average unit revenue, specific profit margins for Made in the Shade (MITS) franchisees are not explicitly detailed in the search results provided. Despite this, the consistently strong gross sales figures indicate a healthy revenue stream potential for a The Shade franchise. The ability of the average unit to exceed the subsector average by such a margin underscores the effectiveness of the business model, the quality of products, and the support systems in place, all contributing to the potential for significant financial success for franchisees. The transparency in providing gross sales data, even with variations that necessitate careful review of the FDD, offers a valuable insight into the revenue-generating capabilities within The Shade franchise system.

The growth trajectory of The Shade franchise showcases consistent expansion and a strong market presence since its inception. Founded in 2004, the company began offering franchise opportunities in 2013, marking a decade of franchising experience as of 2023. The franchise network has steadily expanded, reaching 117 total units as of 2025. A notable characteristic of this growth is that all 117 locations are franchised-owned, with zero company-owned locations, emphasizing a pure franchise model where the success of the system is entirely vested in the success of its franchisees. Earlier data from December 2022 indicated a network of over 110 locations spread across both Canada and the United States, demonstrating the brand’s North American reach. A more recent source from 2024 mentions 105 active units, showcasing the dynamic nature of unit counts as new franchises open and some may close, although the overall trend is clearly upwards. The specific growth trajectory reveals an increase from 101 units in 2023, to 107 units in 2024, and further to 117 units in 2025, illustrating a steady and deliberate expansion plan. The Shade franchise operates across North America, specifically within the United States and Canada, allowing for broad market penetration. Within the U.S., franchise opportunities are available in most states, with the exceptions noted as Hawaii (HI) and Washington (WA). The relatively sparse distribution across existing territories within these available states suggests considerable potential for infill expansion, indicating that The Shade franchise has significant national growth opportunities yet to be fully realized. This geographical whitespace presents a compelling advantage for new franchisees seeking prime markets. A key competitive advantage for The Shade franchise is its "ZERO ROYALTIES" policy, which significantly lowers ongoing operational costs for franchisees, allowing them to reinvest more into their businesses and enhance local market penetration. Additionally, franchisees benefit from established partnerships with top, brand-name manufacturers, granting access to premium products at substantial discounts, which enhances profitability and product quality for every The Shade franchise.

The ideal franchisee for The Shade franchise is typically an individual driven by an entrepreneurial spirit, possessing strong interpersonal skills, and a genuine interest in home aesthetics and client satisfaction. Given the founder's background as an interior design professional and the home-based nature of the business, candidates with experience or passion for interior design, home services, or sales often find particular success within this model. The operation is designed to be highly flexible, catering to individuals who seek personal and financial fulfillment through a business that can be managed from a home office, minimizing the need for expensive commercial real estate. Franchisees should be motivated to engage directly with customers, offering personalized consultations and expert advice on custom window treatments. The comprehensive training and support provided by The Shade franchise are structured to equip individuals, regardless of prior industry-specific experience, with the necessary skills in product knowledge, sales techniques, and operational management. Each franchisee is granted a protected or exclusive sales territory, a critical component designed to maximize individual opportunity and prevent any encroachment from other Made in the Shade franchisees on potential clients. This exclusivity ensures that franchisees can focus their marketing and sales efforts within a defined geographical area without internal competition. The territory is precisely delineated by specific geographic boundaries, typically corresponding to U.S. Postal Service zip codes, providing clear operational parameters. The size of a territory generally encompasses a substantial population base, ranging from approximately 150,000 to 450,000 residents, offering a significant pool of potential customers for every The Shade franchise operator. This strategic approach to territory allocation safeguards a franchisee’s market share and supports their long-term growth within their designated area, underpinning the structured expansion of The Shade franchise network.

For prospective investors and entrepreneurs, The Shade franchise presents a compelling and distinctive opportunity within the resilient custom window treatment sector. The brand’s two-decade operational history since 2004, coupled with a decade of franchising experience since 2013, underscores its stability and proven business model. The comparatively low initial investment, with the 2025 FDD citing a range of $78,000 to $108,000, makes it an accessible entry point into a high-demand industry, especially when contrasted with the subsector average exceeding $111,770. The pioneering "ZERO ROYALTIES" policy stands out as a significant financial advantage, allowing franchisees to retain a greater share of their gross sales, which average $855,525 (though the 2025 FDD AUV is $439,000), facilitating quicker recoupment of investment and enhanced profitability. The robust support infrastructure, encompassing comprehensive initial training, ongoing marketing assistance, access to discounted premium products from leading manufacturers, and dedicated web marketing tools, ensures that franchisees are well-equipped for success. The consistent growth, with 117 franchised units by 2025 and significant infill potential across North America (excluding HI and WA in the U.S.), signals a dynamic and expanding network. This combination of a low-cost, high-support, and royalty-free model within an essential home improvement segment positions The Shade franchise as an attractive investment for individuals seeking a flexible, home-based business with strong growth prospects and a clear path to financial independence. Explore the complete The Shade franchise profile on PeerSense to access the full suite of independent franchise intelligence data.