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Franchise Opportunity Deep Dive: Kid to Kid is a children's resale franchise that buys and sells gently used clothing, shoes, toys and baby gear while helping families save money and reducing waste.
Kid to Kid is a children's resale franchise that purchases and resells gently used children's clothing, shoes, toys, baby equipment and accessories. With more than 120 locations across 27 states and international markets, the brand has built a business around affordable shopping, sustainability and community impact while providing franchisees with a proven retail model in the growing resale industry.
Kid to Kid was founded in 1992 by a young couple who recognized how quickly children outgrow their clothes and how expensive it can be for families to keep up. They created a resale concept that allows parents to sell outgrown children's items for cash or store credit while giving other families access to high-quality products at significant savings. More than 30 years later, Kid to Kid has grown into one of the leading children's resale franchises in North America.
Mission: To help families save money while extending the life of children's clothing, toys and equipment through an upscale resale experience.
Vision: To become the category-defining children's resale brand by combining innovation, sustainability and exceptional customer experiences.
Kid to Kid is actively expanding throughout the United States and Canada, with available territories nationwide. The franchise development team works with candidates to identify protected markets based on demographics and local demand.
Initial Costs: The estimated initial investment required to begin operation of a Kid to Kid franchise ranges from $357,515 to $640,215. The 2026 Franchise Disclosure Document (FDD) breaks these costs down as follows:
| Type of Expenditure | Min | Max |
| Franchise Fee | $35,000 | $35,000 |
| Travel & Lodging Expenses While Training | $1,500 | $7,000 |
| Real Estate Deposit | $3,000 | $21,000 |
| Real Estate Improvements | $35,000 | $160,000 |
| Exterior Signs & Graphics | $10,000 | $21,000 |
| Interior Signs | $2,000 | $4,500 |
| Trade Fixtures | $75,000 | $105,000 |
| Computers, Scanners, Cash Drawers, Printers, Credit Card Machines, Routers, Cables, iPads, etc. | $22,715 | $22,715 |
| BaseCamp Software Suite | $15,000 | $15,000 |
| Security Camera System | $2,000 | $8,000 |
| Grand Opening Promotion | $20,000 | $20,000 |
| Opening Inventory | $70,000 | $90,000 |
| Incorporation Documents | $300 | $1,500 |
| Loan Fees | $0 | $25,000 |
| Licenses, Permits & Utility Deposits | $1,000 | $2,000 |
| Supplies, Hangers & Misc. Expenses | $25,000 | $35,000 |
| Additional Funds (3 Months) | $40,000 | $67,500 |
Initial Franchise Fee: The initial franchise fee is $35,000, payable in a lump sum when the franchise agreement is signed. If Kid to Kid does not approve the application, the fee is fully refunded within 10 days. Otherwise, the fee is nonrefundable.
Ongoing Fees: According to the 2026 FDD, Kid to Kid franchisees are responsible for the following ongoing payments and fees:
| Type of Fee | Amount |
| Royalty | 5% gross sales/month |
| Marketing | 0.5% gross sales/month |
| National Marketing Program | Minimum of $2,000/month |
| Computer Support Fee | $350/month |
ROI Potential: According to the 2026 FDD, the 69 franchised units operating for the entirety of FY 2025 reported the following annual gross sales:
| Quartile | Average | Median | High | Low |
| Top 1/4 (17) | $1,607,276 | $1,453,938 | $3,151,597 | $1,171,426 |
| Second 1/4 (17) | $1,023,757 | $998,727 | $1,139,693 | $911,425 |
| Third 1/4 (17) | $833,426 | $829,761 | $909,631 | $765,719 |
| Bottom 1/4 (18) | $627,949 | $642,015 | $739,972 | $453,830 |
| Total (69) | $1,017,375 | $879,337 | $3,151,597 | $453,830 |
Kid to Kid guides franchisees through every stage of launching their business, including site selection, demographic analysis, store design, buildout assistance, marketing preparation and grand opening planning.
Kid to Kid provides a comprehensive training program designed to help new franchisees understand the brand’s business model, store operations, marketing systems, technology and financial management. Training includes an online learning library with modules and videos covering the fundamentals of the business, followed by a four-day in-person training program at the company’s Salt Lake City headquarters. Franchisees also complete a six-day in-store internship with one of the brand’s high-performing operators, giving them hands-on experience before opening.
Kid to Kid franchisees receive ongoing support from a dedicated Field Operations Consultant who helps them review store performance, identify opportunities and create action plans for growth. The brand also supports franchisees with marketing strategy, paid digital advertising, social media resources, site selection, in-house accounting, expansion planning and exit planning.
Kid to Kid provides proprietary software that supports the full resale retail model. The brand’s technology platform powers point-of-sale transactions, inventory management, product appraisal, pricing optimization, performance reporting and business analytics, helping franchisees operate more efficiently and consistently.
Kid to Kid looks for hands-on franchisees who are motivated to own and operate a business full-time. Ideal candidates are strong team leaders who are organized, customer-service focused, community-minded and comfortable managing a fast-paced retail environment. Prior retail or business ownership experience is not required.
Kid to Kid is designed as a hands-on business. The company notes that owners should be prepared to commit full-time to building and operating their store, especially during the startup phase.
The franchise team helps prospective owners prepare business plans, connect with preferred lenders and explore SBA financing options.
“I fell in love with Kid to Kid. The ability to give back to the community, help save the environment, and help families save money is why Kid to Kid is such an attractive business to own.”
- Kelli Purser, Franchise Owner — Utah
“The systems are great, but what has really made this journey amazing is that we have been able to rely on other franchisees. If we just had Jason and Molly’s thrift shop without the context and ability to see everybody else’s successes, we wouldn’t be able to be where we are now.”
- Jason and Molly Newland, Multi-Unit Franchise Owners — Kentucky
For more franchisee testimonials and success stories, visit the Kid to Kid franchise website.
The U.S. secondhand market reached an estimated $61 billion in 2026 and is projected to grow to $74 billion by 2029. Additionally, the U.S. kids apparel market is projected to grow from $41 billion in 2025 to $45 billion by 2032.
Growing demand for affordable shopping and sustainable purchasing continues to fuel the children's resale market. As families look to save money on quality clothing and gear that children quickly outgrow, resale stores benefit from a steady supply of inventory and repeat customers.
Kid to Kid competes in the children's resale industry by combining the value of secondhand shopping with an organized, boutique-style retail experience. Unlike many traditional thrift stores, Kid to Kid carefully curates its inventory, offers customers instant cash or store credit for gently used items and uses proprietary technology to streamline pricing and inventory management. The brand also benefits from more than 30 years of operating experience, strong franchise support and a recognizable national presence.
Primary competitors include Once Upon A Child, Plato's Closet (for older children's and teen apparel), independent children's consignment stores and local resale boutiques, as well as online resale marketplaces such as Poshmark, Mercari, eBay and Facebook Marketplace.
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