Pretty in Paint Parties Is Breaking into the Franchising Industry by Carving Out its Own Niche in an Increasingly Crowded Segment

A few years ago, the idea of creating an art-based franchise where friends could come together to paint wasn’t on anybody’s radar. But as this “paint and sip” segment has emerged, it’s become clear that it’s a category in which franchise brands can thrive.

One concept that’s proving that the paint and sip segment of the industry has staying power is Pretty in Paint Parties. The New Jersey-based concept was created by two friends turned co-founders, Amelia Courtney and Erica Bridges after one experienced a traditional paint party for herself. But after visiting a studio, they started to question the standard business model that the industry had started to adopt. They decided that a painting business didn’t need to have a brick and mortar location in order to thrive—instead, it could work as a mobile pop up shop.

“I couldn’t wrap my mind around how paint party companies were thriving in a studio location. Between paying for the space, artists and employees to run the front desk, it didn’t seem like a sustainable business model,” said Courtney. “That’s when we got the idea to package the paint party concept in a completely different way. Instead of operating out of one specific brick and mortar location, we saw the opportunity to act as more of a pop up concept that brings paint parties directly to people’s homes.”

Right away, Pretty in Paint Parties saw a positive reaction from customers. Recognizing that they had tapped into a previously underserved audience, they decided to expand with the help of artists and local business owners.

“It became clear that our approach to hosting paint parties was something that consumers were looking for. And bringing classes and events directly into homes and businesses has been a huge point of differentiation for us as we continue to expand—there isn’t anything else like it in the industry,” said Bridges. 

Today, Pretty in Paint Parties has eight units that are open for business. And the brand is anticipating continued growth with the help of the franchising business model— its goal is to bump that number up to 20 by the end of the year. Both Courtney and Bridges are confident that achieving that goal is possible because of the fact that Pretty in Paint Parties is carving out a unique niche for itself within a booming industry, and it’s resonating with franchisees.

“I think that for people who have been going to a lot of paint parties or for those who are looking to buy a franchise in this paint and sip segment, the biggest fear is that this whole craze is going to end soon. People are afraid that if they buy into a painting franchise and the industry takes a hit, they’re going to be stuck with a lease and a business that end up costing them money. We eliminate that fear with our unique business model,” said Courtney. 

Being a mobile business isn’t the only way that Pretty in Paint Parties is revolutionizing the industry—the brand is also going beyond traditional canvases by offering customers and party hosts the opportunity to paint totes and customizable wooden shapes. That diversification in products is leading to multiple revenue streams for franchisees, which is in turn helping the brand expand beyond its base on the East Coast.

Courtney said, “If there’s one thing that I see for us going forward, it’s being a household name. As this industry continues to evolve and as we continue to experience growth, we’re definitely looking to take Pretty in Paint Parties nationwide.”