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Jeremy and Brandi Shelton have established a loyal customer base in Fredericksburg, Virginia through Detail Garage’s high-quality products, diverse events and educational classes.
Detail Garage, the country's go-to retail store for car care enthusiasts, passionate car owners and detailing professionals, is revving up its franchise growth. With a low-cost business model, a robust consumer offering, exceptional support and a massive social media presence, Detail Garage continues to appeal to entrepreneurs looking to enter the pandemic-resilient automotive industry.
Virginia-based franchisees Jeremy and Brandi Shelton, for example, joined the brand last year after over 10 years of running their own landscaping business. Jeremy says they were already fans of Chemical Guys — Detail Garage’s parent manufacturing company — and when they discovered the opportunity to open a Detail Garage store of their own, they decided to visit the Virginia Beach location. What they found was a full automotive lifestyle establishment where customers could enjoy not only high-quality products, but also tools, accessories and classes.
“We met the owners down there, got in touch with Chad Zani, director of business development, and learned more about the store,” said Jeremy. “The Virginia Beach store was very welcoming, and we loved the family atmosphere. After talking with Chad and everybody on the corporate team, it was clear we would be supported and they would always be willing to help. The training and onboarding process was very hands-on, including a week-long training process and visiting the headquarters in LA. I had never detailed a car before, but after a week, I felt extremely confident.”
The Sheltons opened their Fredericksburg Detail Garage store in December of 2020, and over the past six months they’ve seen remarkable success in the area. With $603,397 in sales since January 1, the Sheltons are on track to smash every sales record for new stores. While they may be leading the pack, Jeremy and Brandi aren’t alone in their success — Detail Garage franchisees saw a whopping 28% increase in sales last year.
When it comes to their specific experience so far in 2021, Jeremy says it can be summed up in one word: unbelievable. “We opened during a pandemic, but we had high hopes and dreams, and we’ve been working hard since day one,” he said. “We’ve definitely put a lot of time in, but it's been very rewarding, especially as we connect with car enthusiasts in our area.”
To help Detail Garage franchisees build long-lasting customer relationships, the team offers a robust support infrastructure and continuous training, which covers everything from operations and staffing to technology and marketing. Franchisees are also provided with promotional marketing materials to help with local community outreach, event planning, educational classes and more. And after events, franchisees typically see sales from attendees three times higher than an average customer.
Brandi points to these events as an integral part of building a thriving customer base despite the challenges of the pandemic. “We have an event at the end of every month, Taco Tuesdays and 4x4 Friday nights with a fried food truck,” she said. “We are not just focused on one type of customer — we want to host events that everybody can enjoy.”
Jeremy says the opportunity to offer polishing classes has also contributed to their impressive sales. Detail Garage offers an entrepreneurial-minded vocational school for professional auto detailing and reconditioning. The courses provide attendees with innovative, comprehensive, hands-on and smart training programs for professional auto detailing.
While the past six months have been a whirlwind, the Sheltons say they have no plans to slow down in the future. “We are looking over our lease for a second location in the Richmond area, and our ultimate goal is to have six stores open in the next five years,” he said.
The Sheltons aren’t the only ones looking to grow in the Detail Garage system. With 75 total locations in operation, the team is looking to reach 100 open units this year, followed by 50 locations added to the system each subsequent year. The team has identified available markets primed for growth in the Sunbelt, including markets spread from California to Florida, as well as New York, New Jersey and the Midwest.
“Thanks to dedicated and passionate franchisees like the Sheltons, we have an incredible amount of momentum leading into 2022,” said Zani. “It is exciting to see our existing franchisees scale their portfolio as we continue to support them in every aspect of the business, and we are ready to continue growing with new partners around the country.”
Franchise opportunities range from $150,975 – $260,450. For more information, visit: https://www.detailgarage.com/franchising.html
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