Once Upon A Child: $1.24M Average Sales vs. $287K-$420K Franchise Cost

In this exclusive Franchise Chatter FDD Talk post, you’ll learn the following:

Section I – Estimated initial investment (franchise costs) for a Once Upon A Child franchise, based on Item 7 of the company’s 2024 FDD

Section II – Initial franchise fee, royalty fee, and marketing fee for a Once Upon A Child franchise, based on Items 5 and 6 of the company’s 2024 FDD

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Section III – Number of franchised and company-owned Once Upon A Child outlets at the start of the year and the end of the year for 2021, 2022, and 2023, based on Item 20 of the company’s 2024 FDD

Section IV – News updates on the Once Upon A Child franchise opportunity

Section V – Presentation and analysis of Once Upon A Child’s financial performance representations (average revenues and/or profits), based on Item 19 of the company’s 2024 FDD, including information on the:

2023 average, median, high, and low gross sales and average and median gross profit for 386 of the 387 franchised Once Upon A Child stores in the United States and Canada that had been in operation by the same franchisee or owners for the 12-month period ended December 30, 2023, grouped by year opened (2022, 2021, 2020, 2019, 2018, and 2017 and prior)

2023 average, median, high, and low gross sales and average and median gross profit for the first, second, third, and fourth quartiles of 386 of the 387 franchised Once Upon A Child stores in the United States and Canada that had been in operation by the same franchisee or owners for the 12-month period ended December 30, 2023

number and percentage of franchised Once Upon A Child stores in the United States and Canada that had been in operation by the same franchisee or owners for the 12-month period ended December 30, 2023, grouped by range of gross sales ($0 to $250,000; $250,001 to $500,000; $500,001 to $1,000,000; $1,000,001 to $2,000,000; $2,000,001 to $3,000,000; and greater than $3,000,000)

Section VI – Key ratios, comparables, computations, and analyses for the Once Upon A Child franchise opportunity (exclusive content for Platinum subscribers)

Section I – Once Upon A Child Franchise Costs

Once Upon A Child franchise costs, based on Item 7 of the company’s 2024 FDD:

Initial Franchise Fee: $25,000
Fixtures and Supplies: $45,000 to $57,000
Signs: $8,000 to $12,000
Security System and/or Cameras: $1,500 to $4,500
Point-of-Sale System: $22,300 to $29,300
Leasehold Improvements: $11,000 to $21,000
Build-Out: $25,000 to $50,000
Deposits and Business Licenses: $5,000 to $15,000
Opening Inventory: $65,000 to $80,000
Miscellaneous Pre-Opening Expenses: $35,000 to $70,000
Rent for First 3 Months: $15,000 to $24,000
Additional Funds for 3 Months: $30,000 to $33,000
Total Estimated Once Upon A Child Franchise Costs: $287,800 to $420,800

Section II – Once Upon A Child’s Initial Franchise Fee, Royalty Fee, and Marketing Fee

Once Upon A Child’s initial franchise fee, royalty fee, and marketing fee, based on Items 5 and 6 of the company’s 2024 FDD:

Initial Franchise Fee: $25,000
Continuing Fee: 5% of Gross Sales
Marketing Fee: $1,500 per year
Cooperative Advertising: maximum amount is 5% of Gross Sales
Local Marketing Expenses: minimum amount, when combined with cooperative advertising expenses, is 5% of Gross Sales
Advertising Fee: if Winmark imposes this fee, you will pay up to 2% of Gross Sales

Section III – Number of Franchised and Company-Owned Once Upon A Child Outlets

Franchised

2021

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Outlets at the Start of the Year: 399
Outlets at the End of the Year: 401
Net Change: +2

2022

Outlets at the Start of the Year: 401
Outlets at the End of the Year: 406
Net Change: +5

2023

Outlets at the Start of the Year: 406
Outlets at the End of the Year: 416
Net Change: +10

Company-Owned

2021

Outlets at the Start of the Year: 0
Outlets at the End of the Year: 0
Net Change: 0

2022

Outlets at the Start of the Year: 0
Outlets at the End of the Year: 0
Net Change: 0

2023

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Outlets at the Start of the Year: 0
Outlets at the End of the Year: 0
Net Change: 0

Section IV – News Updates on the Once Upon A Child Franchise

Winmark – the Resale Company Named to Fortune’s 2023 Change the World List

Winmark Corporation Announces Year End Results

Once Upon A Child Opens Its 400th Store – Milestone Opening Signals Growth Ahead for Leading Resale Franchise

Once Upon A Child to Open Moncton Store

Once Upon A Child Wins Franchise Times Zor Award as Top Brand to Buy

Once Upon A Child Ranked No. 220 on Entrepreneur’s 2024 Franchise 500 List

Section V – Financial Performance Representations (Average Revenues and/or Profits) for the Once Upon A Child Franchise (Item 19, 2024 FDD)

The following is a financial performance representation titled “Once Upon A Child Statement of Average Annual Sales and Gross Profit.”

The gross profit figures in this Item 19 do reflect the cost of sales but do not reflect the operating expenses that must be deducted from the gross profit figures to obtain your net income or profit.

The following statement of average annual sales and gross profits includes average gross sales and gross profits during the 12-month period ended December 30, 2023 (Winmark’s fiscal year) as reported by 386 of the 387 franchised Once Upon A Child Stores located in the United States and Canada that commenced operations in each of the years 1988 through 2022, and were not transferred during 2023. This represents a subset of the 416 Once Upon A Child Stores in the United States and Canada that were open and operating as of December 30, 2023.

This statement includes information from only those Once Upon A Child Stores in the United States and Canada that had been in operation by the same franchisee or owners for the 12-month period ended December 30, 2023.

There are no material financial and operational characteristics of the U.S. Stores that differ materially from the Canadian Stores included in this financial performance representation.

No other Once Upon A Child Stores are included in this statement due to insufficient history of operations (not in operation for the 12-month period ended December 30, 2023 or transferred during this period).

There were 387 franchised Once Upon A Child Stores which had been in operation by the same franchisee owners for the 12-month period ended December 30, 2023. Only 386 of the 387 Stores are reflected in the average, however, because one Store was closed for an extended relocation period due to loss of their lease.

This financial performance representation does not include information for the 29 Once Upon A Child Stores that opened or transferred in 2023.

No Stores closed in 2023 after being opened less than 12 months.

Part 1 – Statement of Average Gross Sales and Gross Profit of 386 of the 387 Franchised Once Upon A Child Stores for the Fiscal Year Ended December 30, 2023

Year Opened – 2022

Number of Stores Reported: 26
Number and Percentage of Stores Attaining or Exceeding Average Gross Sales: 8/31%
Number and Percentage of Stores Attaining or Exceeding Average Gross Profit: 7/27%
2023 Average Gross Sales: $1,051,711
2023 Median Gross Sales: $944,536
2023 Average Gross Profit: $699,556
2023 Median Gross Profit: $637,358
Average Gross Profit Percentage: 66.52%
Sales Range: $494,324 to $2,326,966

Year Opened – 2021

Number of Stores Reported: 14
Number and Percentage of Stores Attaining or Exceeding Average Gross Sales: 6/43%
Number and Percentage of Stores Attaining or Exceeding Average Gross Profit: 6/43%
2023 Average Gross Sales: $1,173,361
2023 Median Gross Sales: $974,038
2023 Average Gross Profit: $786,739
2023 Median Gross Profit: $656,427
Average Gross Profit Percentage: 67.05%
Sales Range: $638,484 to $1,907,307

Year Opened – 2020

Number of Stores Reported: 28
Number and Percentage of Stores Attaining or Exceeding Average Gross Sales: 7/25%
Number and Percentage of Stores Attaining or Exceeding Average Gross Profit: 7/25%
2023 Average Gross Sales: $1,037,708
2023 Median Gross Sales: $984,107
2023 Average Gross Profit: $692,564
2023 Median Gross Profit: $645,615
Average Gross Profit Percentage: 66.74%
Sales Range: $465,228 to $2,200,280

Year Opened – 2019

Number of Stores Reported: 22
Number and Percentage of Stores Attaining or Exceeding Average Gross Sales: 7/32%
Number and Percentage of Stores Attaining or Exceeding Average Gross Profit: 8/36%
2023 Average Gross Sales: $1,057,724
2023 Median Gross Sales: $924,900
2023 Average Gross Profit: $708,892
2023 Median Gross Profit: $637,992
Average Gross Profit Percentage: 67.02%
Sales Range: $462,995 to $1,800,268

Year Opened – 2018

Number of Stores Reported: 32
Number and Percentage of Stores Attaining or Exceeding Average Gross Sales: 9/28%
Number and Percentage of Stores Attaining or Exceeding Average Gross Profit: 9/28%
2023 Average Gross Sales: $1,164,138
2023 Median Gross Sales: $1,012,706
2023 Average Gross Profit: $778,474
2023 Median Gross Profit: $684,200
Average Gross Profit Percentage: 66.87%
Sales Range: $439,336 to $3,138,969

Year Opened – 2017 and Prior

Number of Stores Reported: 264
Number and Percentage of Stores Attaining or Exceeding Average Gross Sales: 121/46%
Number and Percentage of Stores Attaining or Exceeding Average Gross Profit: 122/46%
2023 Average Gross Sales: $1,320,745
2023 Median Gross Sales: $1,215,227
2023 Average Gross Profit: $880,527
2023 Median Gross Profit: $810,454
Average Gross Profit Percentage: 66.67%
Sales Range: $200,046 to $3,612,105

Total

Number of Stores Reported: 386
Number and Percentage of Stores Attaining or Exceeding Average Gross Sales: 158/41%
Number and Percentage of Stores Attaining or Exceeding Average Gross Profit: 159/41%
2023 Average Gross Sales: $1,248,773
2023 Median Gross Sales: $1,143,729
2023 Average Gross Profit: $833,058
2023 Median Gross Profit: $761,720
Average Gross Profit Percentage: 66.71%

“Gross Sales” means all revenues the franchisee receives from the sale of goods and services, whether by cash or by check, credit card or trade, in connection with the Store, less sales tax and customer refunds and returns.

Average Gross Profit equals Gross Sales less Cost of Goods Sold. Average Gross Profit does not reflect any expenses related to the operation of a Once Upon A Child Store other than Cost of Goods Sold.

Part 2 – Statement of Sales Ranges by Quartile for 386 of the 387 Franchised Once Upon A Child Stores Open on December 30, 2023 That Had Been in Operation for at Least 12 Months by the Same Franchisee or Owners for the 12-Month Period Ended December 30, 2023

Quartile refers to that portion of the total number of Stores open that represents 25%. For example, the first Quartile identifies those Stores that were in the top 25% of all Stores in Gross Sales.

1st Quartile

Number of Stores: 96
2023 Gross Sales Range by Quartile: $1,552,092 to $3,612,105
2023 Quartile Average Gross Sales: $1,989,203
2023 Quartile Median Gross Sales: $1,820,937
Number and Percentage of Stores Attaining or Exceeding Quartile Average Gross Sales: 33/34%
2023 Quartile Average Gross Profit: $1,321,841
2023 Quartile Median Gross Profit: $1,219,486
Number and Percentage of Stores Attaining or Exceeding Quartile Average Gross Profit: 34/35%
Quartile Average Gross Profit Percentage: 66.45%

2nd Quartile

Number of Stores: 96
2023 Gross Sales Range by Quartile: $1,146,839 to $1,547,952
2023 Quartile Average Gross Sales: $1,335,694
2023 Quartile Median Gross Sales: $1,332,861
Number and Percentage of Stores Attaining or Exceeding Quartile Average Gross Sales: 47/49%
2023 Quartile Average Gross Profit: $889,469
2023 Quartile Median Gross Profit: $866,263
Number and Percentage of Stores Attaining or Exceeding Quartile Average Gross Profit: 46/48%
Quartile Average Gross Profit Percentage: 66.59%

3rd Quartile

Number of Stores: 97
2023 Gross Sales Range by Quartile: $861,456 to $1,143,973
2023 Quartile Average Gross Sales: $993,621
2023 Quartile Median Gross Sales: $986,754
Number and Percentage of Stores Attaining or Exceeding Quartile Average Gross Sales: 46/47%
2023 Quartile Average Gross Profit: $666,634
2023 Quartile Median Gross Profit: $663,392
Number and Percentage of Stores Attaining or Exceeding Quartile Average Gross Profit: 46/47%
Quartile Average Gross Profit Percentage: 67.09%

4th Quartile

Number of Stores: 97
2023 Gross Sales Range by Quartile: $200,046 to $859,689
2023 Quartile Average Gross Sales: $685,102
2023 Quartile Median Gross Sales: $702,276
Number and Percentage of Stores Attaining or Exceeding Quartile Average Gross Sales: 55/57%
2023 Quartile Average Gross Profit: $459,909
2023 Quartile Median Gross Profit: $474,076
Number and Percentage of Stores Attaining or Exceeding Quartile Average Gross Profit: 54/56%
Quartile Average Gross Profit Percentage: 67.13%

Part 3 – Number of Stores, Average and Median Gross Sales, Lowest and Highest Gross Sales Amount in Each Range, and Percentage of Total Number of Stores That Fell Within Certain Ranges of Gross Sales for 2023

Based on information reported by 386 of the 387 Once Upon A Child Stores which had been in operation by the same franchisee or owner for the 12-month period ended December 30, 2023, the following chart sets forth the number of Stores, average and median Gross Sales, the lowest and highest Gross Sales amount in each range, and the percentage of total number of Stores that fell within certain ranges of Gross Sales for 2023:

2023 Range of Gross Sales: $0 to $250,000

Number of Stores Falling Within Range: 1
Average Gross Sales for Stores Within Range: $200,046
Number and Percent of Stores Attaining or Exceeding Average Gross Sales for Stores Within Range: 1/100%
Gross Sales for Lowest Store Within Range: $200,046
Gross Sales for Highest Store Within Range: $200,046
Median Gross Sales for Stores Within Range: $200,046
Percent of Total Number of Stores (386) Within Range: 0.26%

2023 Range of Gross Sales: $250,001 to $500,000

Number of Stores Falling Within Range: 7
Average Gross Sales for Stores Within Range: $434,617
Number and Percent of Stores Attaining or Exceeding Average Gross Sales for Stores Within Range: 6/86%
Gross Sales for Lowest Store Within Range: $270,290
Gross Sales for Highest Store Within Range: $494,324
Median Gross Sales for Stores Within Range: $462,147
Percent of Total Number of Stores (386) Within Range: 1.81%

2023 Range of Gross Sales: $500,001 to $1,000,000

Number of Stores Falling Within Range: 143
Average Gross Sales for Stores Within Range: $793,338
Number and Percent of Stores Attaining or Exceeding Average Gross Sales for Stores Within Range: 73/51%
Gross Sales for Lowest Store Within Range: $506,841
Gross Sales for Highest Store Within Range: $996,616
Median Gross Sales for Stores Within Range: $799,046
Percent of Total Number of Stores (386) Within Range: 37.05%

2023 Range of Gross Sales: $1,000,001 to $2,000,000

Number of Stores Falling Within Range: 202
Average Gross Sales for Stores Within Range: $1,405,980
Number and Percent of Stores Attaining or Exceeding Average Gross Sales for Stores Within Range: 100/50%
Gross Sales for Lowest Store Within Range: $1,003,082
Gross Sales for Highest Store Within Range: $1,979,962
Median Gross Sales for Stores Within Range: $1,395,814
Percent of Total Number of Stores (386) Within Range: 52.33%

2023 Range of Gross Sales: $2,000,001 to $3,000,000

Number of Stores Falling Within Range: 27
Average Gross Sales for Stores Within Range: $2,279,174
Number and Percent of Stores Attaining or Exceeding Average Gross Sales for Stores Within Range: 13/48%
Gross Sales for Lowest Store Within Range: $2,016,296
Gross Sales for Highest Store Within Range: $2,538,432
Median Gross Sales for Stores Within Range: $2,256,226
Percent of Total Number of Stores (386) Within Range: 6.99%

2023 Range of Gross Sales: Greater Than $3,000,000

Number of Stores Falling Within Range: 6
Average Gross Sales for Stores Within Range: $3,298,481
Number and Percent of Stores Attaining or Exceeding Average Gross Sales for Stores Within Range: 3/50%
Gross Sales for Lowest Store Within Range: $3,114,077
Gross Sales for Highest Store Within Range: $3,612,105
Median Gross Sales for Stores Within Range: $3,257,297
Percent of Total Number of Stores (386) Within Range: 1.55%

These results relate to specific Once Upon A Child Stores located in the United States and Canada.

Some Stores have sold or earned these amounts. Your individual results may differ. There is no assurance that you will sell or earn as much.

Section VI – Once Upon A Child Franchise Ratios, Comparables, Computations, and Analyses (Exclusive Content for Platinum Subscribers) ⬇️

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Once Upon A Child: $1.24M Average Sales vs. $287K-$420K Franchise Cost

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Section I – Once Upon A Child Franchise Costs

Section II – Once Upon A Child’s Initial Franchise Fee, Royalty Fee, and Marketing Fee