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Franchise Opportunity Deep Dive: Just Between Friends offers a flexible, event-based franchise model built around children’s resale, local families and low overhead.
For nearly three decades, Just Between Friends (JBF) has built an entirely different kind of franchise. Rather than operating a storefront, restaurant or service business, franchise owners host large-scale children's consignment events that bring thousands of local families together to buy and sell gently used children's clothing, toys, baby gear and maternity items.
Held twice each year, JBF events allow parents to purchase quality items at 50% to 90% below retail prices while helping consignors earn extra income on items their children have outgrown. The result is a business that sits at the intersection of the booming resale economy, children's retail and community event management. With relatively low overhead, flexible scheduling and a mission centered on serving families while reducing waste, Just Between Friends has become one of the nation's leading children's resale franchises.
Just Between Friends was founded in 1997 by Shannon Wilburn and Cary DeZiel, two Tulsa-area mothers who wanted a better way for families to buy and sell children's items. After organizing their first community consignment sale, demand quickly grew, leading the founders to franchise the concept in 2003. Today, Just Between Friends Franchise System, Inc. supports franchise owners who host seasonal children's and maternity consignment events across the United States.
Unlike traditional resale stores, JBF operates through temporary pop-up marketplace events held several times each year. Local families register as consignors, prepare and price their own merchandise according to JBF guidelines, and bring their items to the event venue. Shoppers browse thousands of gently used products in one convenient location, while consignors receive 60% to 70% of the selling price for items that sell. Unsold merchandise can be picked up or donated to local nonprofit organizations that serve children and families.
Today, the company is led by CEO Tracy Panase, herself a longtime successful JBF franchise owner before joining the corporate leadership team. Under her leadership, the company continues expanding while maintaining its mission of helping families save money, earn income and reduce waste.
Mission: Just Between Friends exists to help local families say "yes" by creating organized children's resale events that make raising kids more affordable while giving parents an opportunity to earn money from items their children have outgrown.
Vision: The brand's vision is to become the nation's leading children's pop-up resale franchise while strengthening local communities through sustainability, charitable giving and entrepreneurship.
Unlike many retail franchises, Just Between Friends offers entrepreneurs the opportunity to operate a seasonal business with relatively low overhead and considerable scheduling flexibility. Owners typically host two large sales events each year while spending the months between events recruiting consignors, marketing upcoming sales, securing sponsors and preparing operations.
Additional franchise benefits include:
Just Between Friends currently offers franchise opportunities throughout the United States, with territories available in all 50 states. The company is actively expanding in Florida, Georgia, Illinois, Maryland, North Carolina and Ohio, although qualified candidates are encouraged to inquire about opportunities nationwide.
Initial Costs: The estimated initial investment required to begin operating a Just Between Friends franchise ranges from $67,365 to $99,615, according to the 2026 Franchise Disclosure Document.
| Type of Expenditure | Min | Max |
| Initial Franchise Fee | $24,900 | $24,900 |
| Technology License & Setup Fee | $1,500 | $1,500 |
| Technology Fees | $185 | $1,290 |
| Jump Start Guide | $3,000 | $4,000 |
| Conference Registration | $500 | $1,000 |
| Equipment & Supplies | $2,500 | $5,000 |
| Venue Deposits & Event Expenses | $10,000 | $18,000 |
| Insurance | $500 | $1,000 |
| Professional Fees | $500 | $2,000 |
| Additional Funds (3 Months) | $23,780 | $40,925 |
Initial Franchise Fee: The initial franchise fee for a single Just Between Friends territory is $24,900, payable when the franchise agreement is signed.
Existing franchisees purchasing an additional territory receive a $5,000 discount on the franchise fee, while qualified military veterans and spouses participating in the VetFran program receive a 10% discount.
Ongoing Fees: According to the 2026 FDD, franchisees are responsible for the following recurring fees:
Type of Fee | Amount |
| Royalty Fee | 3% of gross sales/six months |
| National Marketing Brand Fund | 1% of gross sales/six months |
| Local Advertising | Greater of $3,000 or 3% of gross sales/six months |
| Technology Fee | $2,460/year ($1,230/six months or $215/month) |
ROI Potential: According to the 2026 FDD, the 136 franchise units operating for the entirety of 2025 reported the following annual gross sales:
Average | Median | High | Low |
$422,362 | $294,943 | $2,375,677 | $29,508 |
Just Between Friends provides new franchisees with extensive support before they host their first sales event. After signing the Franchise Agreement, owners work closely with the corporate team to establish their protected territory, research and secure an appropriate venue, and develop a launch plan for their business. Franchisees receive guidance on venue selection, event logistics, budgeting, recruiting consignors, sponsorship development, volunteer management and local marketing. The franchisor also provides access to its proprietary operating systems, marketing materials, event templates and the Jump Start Guide, which walks owners through every stage of preparing for their first event. Throughout the onboarding process, franchisees receive personalized coaching designed to help them successfully launch in their local market.
Every new Just Between Friends franchisee completes a comprehensive training program before hosting their first event. Training covers the entire business model, including event planning, recruiting consignors, pricing strategies, volunteer coordination, venue operations, customer service, financial management, marketing, sponsorship sales and use of the brand's proprietary technology platform. Franchisees also learn best practices for building relationships within their communities, working with local nonprofits and creating exceptional shopping experiences for families. Beyond the initial training, owners receive ongoing education through annual conferences, webinars, peer collaboration and continuous operational coaching as the business evolves. The company's collaborative culture allows new franchisees to learn directly from experienced owners throughout the system.
Following launch, Just Between Friends continues supporting franchisees through regular coaching, operational guidance and marketing assistance. Owners receive updated operating manuals, promotional materials, event planning resources and access to experienced franchise business coaches who help improve event performance and long-term growth. The franchisor also provides national marketing assets, social media resources, public relations guidance and operational updates throughout the year. Franchisees benefit from a highly collaborative franchise network where owners routinely share best practices, ideas and encouragement, creating one of the brand's strongest competitive advantages.
Technology plays a central role in the Just Between Friends operating system. Franchisees utilize proprietary software that manages consignor registration, inventory tracking, barcode generation, checkout operations, payment processing, reporting and event management. The platform streamlines nearly every aspect of operating a consignment sale while providing owners with detailed reporting on seller participation, sales activity and event performance. Franchisees also receive ongoing technology updates, technical support and digital marketing tools that simplify communication with consignors, shoppers and volunteers while improving operational efficiency.
Just Between Friends does not specify any franchisee requirements with regard to liquid assets or net worth.
Just Between Friends franchise owners are community-minded leaders who enjoy serving families, organizing events and building local relationships. The model is a strong fit for parents, educators, nonprofit leaders, event planners, corporate professionals and entrepreneurs who want meaningful work with more flexibility than a year-round retail business.
Unlike traditional retail franchises that require daily storefront operations, Just Between Friends follows a seasonal business model. Franchisees spend the months leading up to each event recruiting consignors, securing sponsors, marketing the sale, coordinating volunteers and preparing logistics before hosting one or more large children's consignment events each year.
Much of the administrative work can be completed from a home office, giving owners flexibility to build the business around family schedules. During event weeks, however, franchisees should expect to be highly involved in setup, operations and teardown. Many owners involve spouses, children and extended family members in the business, making JBF a true family enterprise.
Just Between Friends does not directly finance franchise purchases. However, because of the concept's relatively low startup investment compared with many franchise opportunities, many owners utilize personal savings, SBA financing or conventional small business loans. The franchise development team also works with prospective franchisees as they build business plans and evaluate financing options prior to opening.
"It allowed me to see my kiddo on and off the bus every day while still being challenged to apply my skill set in a new way and also still contribute to our family's income."
- Stephanie Hyder, Franchisee — Overland Park, Kansas
"JBF was a perfect match for my personality and skillset... I also appreciate the seasonal nature of the business, as it allows me to take a break, regroup, make adjustments, and come back stronger."
- Yolanda Prince, Franchisee — Nashville, Tennessee
"I had a 3-year-old at the time and wanted to be home with him — he's now 18 and off to college! JBF allowed me the flexibility to work the hours that fit our schedule and still contribute to the household income."
- Stacy Ervin, Franchisee — Chattanooga, Tennessee
"I love all things about what JBF does for local families and gives back to the community. It allowed me to have a flexible schedule while I homeschooled my kids and contributed to our income."
- Mandi Milburn, Franchisee — Visalia, California
"It's flexibility to work from home and manage my schedule around my children... We not only create an additional revenue stream for families, but we also help reduce waste by finding new homes for useful items. Our unsold items go to our charity, which then distributes them to families in need. It's a win-win-win situation."
- Deborah Freeman, Franchisee — Denver, Colorado
The U.S. secondhand apparel market (including resale and thrift) has been growing several times faster than traditional retail and is projected to reach $73 billion by 2028. The model also aligns with increasing consumer interest in sustainability. Every JBF event helps divert thousands of gently used items from landfills while generating millions of dollars in in-kind donations to local nonprofit organizations. According to the company, franchisees have helped facilitate more than $6.9 million in donated children's items through community charity partnerships.
Just Between Friends occupies a unique position within the resale marketplace. While traditional thrift stores, children's resale boutiques and online marketplaces all compete for secondhand merchandise, few offer the large-scale, community-focused event model that has become JBF's signature.
Primary competitors include: Once Upon a Child, Kid to Kid, Goodwill and Savers.
Prospective franchisees can also attend one of the company's free informational webinars to learn more about the franchise before beginning the application process.
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