Columbian Human Resources Professional Moves to U.S. To Start New Business Venture With Fresh Coat Painters

After a successful career in law and human resources, Orlando Torres decided he wanted to pursue business ownership. Torres and a partner opened an international trade business, but again, he found himself seeking his next adventure. With a familiarity in franchising and previous experience in Georgia and Florida, Torres began exploring business opportunities in the South that would allow him to come to the U.S. 

Torres chose Fresh Coat* Painters — the 170-plus-unit painting concept — and opened his franchise location in Brentwood, Tennessee on August 1. Now that he’s up and running, Torres is focused on establishing this business and becoming successful in his current territory. However, he says he sees a future where his daughters can also become involved in the business and “grow wings” for their own future ventures.

Torres took the time to chat with 1851 Franchise to discuss his franchising journey with Fresh Coat Painters and his plans for the future. Here’s what he had to say:

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Orlando Torres: I’m from Colombia. I was a lawyer there, but I used that education to build a successful 20-plus-year career in human resources. In 2021, I decided to quit my job and start my own business there. I later completed a master’s of business administration, and I wanted to work for myself. I worked in international trade and decided to look at franchising as a sort of crazy idea. I thought I would try to come to the U.S. and invest in or start a business. My wife and three daughters are still in Colombia for now, but in the future, I want to bring them here to live with me, and the business will give me the foundation to do that.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Torres: In general, I knew about franchising. In Colombia, most of the processes are the same; you buy the concept, pay the royalties and get the support.

When I started thinking about coming to the U.S., I knew that for an investment visa I’d need to start a new company, buy a company or buy a franchise. I decided a franchise was the best choice because it’s a business model that has been proven already, and in this case, it was more convenient for me. I didn’t know much about painting before investing with Fresh Coat, but that didn’t stop me from opening a painting business.

1851: What made you pick this brand? What excites you most about this company?

Torres: I worked with a franchise broker. I was looking at franchises, then I narrowed it down to construction and home-service brands, then painting. From there, I looked at about five brands. In the beginning, I was thinking I would move to Florida or Georgia to open my business as I’ve been there before. But Fresh Coat had very good territories in Tennessee. I have a good friend living in the area, and she said I would love the city. From there, I analyzed the different territories available with Fresh Coat, and it just made sense.

I’ve now been in Tennessee for about a month, and I’m very happy. I’m excited to know that this business could lay the foundation for me to later scale in the industry even more.

1851: What do you hope to achieve with your business? What are your plans for growth? 

Torres: Right now, I’m focusing on this business. I want to expand my territory eventually to include Brentwood and Franklin. I hope to get established here and build a good business, then maybe I can expand to another business concept.

My daughters are still young, but it’s possible they can be involved later on, too. I worked for big companies my entire life, and I don’t want them to have to do that. They can be businesswomen and work for themselves, and getting involved with this company could give them wings.

1851: What is the one thing about your story you want us to know?

Torres: It’s a tough decision to leave a good career, but now I’m here, in a new country with my own business that I’m building for myself. It takes courage, but it’s worth it.

1851: What advice do you have for other people thinking about becoming a franchise owner?

Torres: Analyze all the options. There’s a lot to choose from, and you need to find the one you feel matches with you. In my case, I didn’t know anything about painting, but I liked the business model, and I knew I would enjoy it. You need to feel the joy of doing your business.

ABOUT FRESH COAT PAINTERS:

Fresh Coat Painters, the residential and commercial painting franchise under the Strategic Franchising Systems umbrella, offers a low-cost, high-margin business model that gives entrepreneurs from all walks of life the chance to become successful business owners in the communities they serve. Since starting in 2004, Fresh Coat has expanded to over 190 franchise locations nationwide. Thanks to its unparalleled professionalism and affordable business model, it has become one of the leading concepts in the booming residential and commercial painting segment. With continued year-over-year growth, Fresh Coat is well on its way to achieving its overall goal of becoming a truly iconic painting brand.