Winmark Corporation, the resale franchisor behind brands like Plato's closet, Once upon a Child, Play sports again, Encore style AND Music Go Roundit has quietly become a sustainability powerhouse. By buying gently used items and then selling them, the company has extended the life of 1.7 billion products since 2010 – a staggering average of 182 million items per year, or six items every second.
The impact is tangible. Last year alone, Winmark franchisees paid more than $500 million to local retailers across North America, providing a way to earn money while diverting items from landfills. “If we weren't around, all that stuff would be in your closet, your basement, your garage or a landfill,” says CEO Brett Heffes.
The key to success
Winmark has had a 99% franchise renewal rate over the past decade thanks to her patternwhich expects franchisees to follow a proven workbook that has been refined over 35 years. “We don't sell franchises; we reward them. It sounds like a marketing gimmick, but I assure you it's not,” says Heffes, emphasizing Winmark's focus on finding candidates committed to running the business the right way.
This is intentional growth strategy has paid off. According to Heffes, since 2002, the number of Winmark stores has increased by 60%, but systemwide sales have increased by more than 400%. “Ninety-five percent of our resources are focused on our actual stores,” Heffes says. “We want them to be better. If they're stronger, more people will want to join.”
Instead of prioritizing rapid expansion like some others franchisorsWinmark favors a “slow and steady” approach. Most franchises only operate in one location, and the company carefully evaluates candidates beforehand allowing them to expand.
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Value-oriented resale
Winmark's customer-first philosophy drives its growth. An impressive 90% of franchise candidates start as customers who believe in the business – and the mission. “People want to have a purpose,” Heffes says. “Everybody wants to make a living and they want to make money, but they also want to have some social benefit and community benefit, and this opportunity allows them to do both.”
The company's focus on value-oriented resale – like the average price of $11 Plato's closet or $5 items at Once upon a Child — has set it apart from luxury-focused competitors. “We're processing millions of low-priced items every day,” notes Heffes.
Use of technology
As consumer expectations around sustainability evolve, so does Winmark's strategy. “Winmark is constantly evaluating and evolving our strategies for how AI and automation can improve the franchisee and customer experience,” says Gaudette. Emerging technologies will play a key role in streamlining operations, improving efficiency for franchisees and providing better customer insights.
“From adding training and work to improving personalization, technology will help propel Winmark and our franchise partners forward,” says Gaudette.
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Stabilization over flash
of Winmark Franchises enjoy more than just strong sales. Its brands have become community staples, and the company's long-tenured leadership team—many with more than 20 years at Winmark—continues to prioritize stability over flash.
“We want to cement our place as a legacy in the community. We want people and owners to think of our stores in the same way they think of hospitals, libraries, churches – like we're around and we'll be there no matter what.” the owner,” says Heffes.
Winmark sees significant room to grow. But for now, Heffes remains focused on the basics: helping franchises thrive, strengthening local communities and extending the life of six more items every second.
