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Threshold Brands: USA Insulation Franchise Agreement Signed in Detroit

As the home services industry continues to boom, Threshold Brands expands its footprint in Michigan.

By 1851 Staff1851 Staff Contributions
SPONSORED 12:12PM 11/18/22

Threshold Brands, the multi-brand franchisor behind fast-growing home service brands MaidProMen in KiltsPatio PatrolPestmasterUSA InsulationPlumbing ParamedicsHeating + Air Paramedics Sir Grout, and Granite Garage Floors, is establishing itself as a massive player in the burgeoning home services market. The 500-plus-unit multi-brand franchisor has executed an agreement to bring USA Insulation to Detroit, further establishing itself as a massive player in the burgeoning home services market.

“We are looking forward to expanding our portfolio in Detroit,” said R. Scott Sutton, Chief Growth Officer. “This deal is an important part of our development strategy throughout Michigan.”

The pandemic has had everyone spending more time at home, paying attention to things they’ve let slide around the house for too long. Customers want home services now more than ever, and they’re turning to trusted local businesses like those in the Threshold Brands family to get the job done. Thus, the home services market is expected to grow by $4.7 billion worldwide between 2021 and 2025.

“The Home services sector remains extremely attractive, offering vital services that customers value, especially now,” Sutton said. “The COVID-19 pandemic accelerated the need for Americans to improve and care for their most sacred spaces, whether it be their home, yard or property where each lives, laughs, loves and connects on a daily basis. We’re ensuring our consumers get everything from cleaning and landscaping to repair services completed promptly and correctly every time so that each can choose to spend their most valuable resource - time - the ways they see fit.” 

Not only is Threshold Brands becoming a market leader, but it is doing so in a way that sets it apart from other multi-brand franchisors. The franchisor is led by a rockstar team of experts that offer immeasurable support to their franchisees who have the opportunity to work across several accomplished home services brands.

“Threshold Brands is dedicated to becoming a franchisor unlike any other,” Sutton said. “With an amazing team of franchisees, employees and brand leaders, we’re well on our way to redefining the value our services provide to our consumers.” 

Unwavering Support

Threshold Brands has developed an unrivaled level of franchisee support which has allowed its franchise brands to grow in record time and positioned each one as a leader in its segment.

According to Sutton, the franchisor assists each of its franchisees with initial and ongoing training, marketing support and business coaching and stays with owners well after launch to ensure their continued success. 

As a franchisee, you will have a dedicated business coach by your side, helping you navigate business decisions and get to a positive ROI as soon as possible. Threshold Brands also has dedicated teams for marketing and operations functions that help franchisees make key decisions and operate the day-to-day aspects of the business.

“Bringing quality employees into the organization and investing in their training and development allows franchise owners to service clients in a much more impactful way,” Sutton said. 

Expansion Opportunities

Through its cross-brand opportunity, Threshold Brands is taking aim at a greater share of the home services market. Franchisees who own one Threshold brand are encouraged to expand to others, diversifying their portfolio with established and emerging home service brands.

The company provides owners with the opportunity to expand their portfolio in a market that they are already dominating, leveraging existing contacts and providing clients with an entirely new, and often complementary, service. 

“Our franchisees are able to reinvest and scale their portfolios through Threshold Brands’ different offerings and business opportunities,'' said Kappler. “Many of our owners come to us to talk about starting up a second brand after getting one up and operating.”

Drive to Dominate the Home Services Category

Franchising with Threshold Brands means being a part of a company that continues to dominate the home services category. 

After seeing a major boom during the COVID-19 pandemic, the home services industry is already valued at $500 billion and is expected to see 53 percent growth between 2020 and 2024.

In 2021, Threshold Brands added four new brands to its portfolio — insulation franchise USA Insulation, Sir Grout, the hard surface restoration franchise, as well as sister brands Plumbing Paramedics and Heating + Air Paramedics. 

This June, the franchisor announced its acquisition of Granite Garage Floors, a franchise company that provides garage floor coatings for residential and commercial customers. The addition expands Threshold Brands’ reach in the sector, as well as its allure to both customers and franchise owners. 

For more information on franchising with Threshold Brands, visit