True Society franchise
2022 filing · April 27, 2022GrowingShares sales figures
True Society at a glance
A bridal boutique selling wedding dresses and gowns, usually converted from an existing bridal shop. At the end of 2021 there were 3 True Society locations in the US, 1 franchised and 2 company-owned, so most are run by the company itself.
The business
- Industry
- Retail
- Franchisor
- True Society USA Inc
- The company that sells the franchises
- First location
- 2019
- Franchisor based in
- Lenexa, Kansas
- Typical size
- 5,500–10,000 sq ft
What you pay
- Cost to open
- $196K–$543K
- Converting an existing bridal boutique
- Franchise fee
- Up to $30K
- Charged only to owners without experience running a similar shop
- Royalty
- 3%
- 3% of gross revenue, paid monthly, plus a 3.5% marketing fee
- Brand fund
- 3.5%
- 3.5% of gross revenue, paid monthly
- Renewal fee
- $3,000
- When the agreement ends and you sign again
- Agreement length
- 5 years
- Territory
- Protected
- Protected territory
- Franchisor financing
- None offered
Where it is
- US locations, 2021
- 3
- Franchised and company-owned
- Franchised
- 1
- Company-owned
- 2
- Change in 3 years
- +1
- Franchised locations, 2019–2021
- States
- 3
- Most in Kansas, Michigan and Missouri
From True Society USA Inc’s 2022 filing; SBA status from the SBA Franchise Directory, October 28, 2026.
Where it ranks
True Society among all franchises with the same figure.
| Figure | True Society | Among all franchises |
|---|---|---|
| Cost to open, midpointHalfway between the low and high estimate | $369,250 | Costs more than 51% of franchises |
| Franchise feePaid once, when you sign | $0 | Lower than 99% of franchises |
| RoyaltyShare of sales paid to the franchisor | 3% | Lower than 98% of brands with a set rate |
| US locationsFranchised and company-owned | 3 | Fewer than 78% of franchises |
How much a True Society franchise costs
Opening converting an existing bridal boutique costs an estimated $196,000 to $542,500. That covers the franchise fee and everything else needed to open, through the first months of working capital.
The biggest costs are leasehold improvements ($50,000 to $200,000) and initial inventory package ($80,000 to $200,000). Here is every line of the estimate as filed:
| What it pays for | Range | Low | High |
|---|---|---|---|
| Initial Franchise Fee | $0 | $30,000 | |
| Rent (3 Months) and Security Deposit | $0 | ||
| Utility Deposit | $0 | ||
| Design and Architect Fees | $10,000 | $15,000 | |
| Leasehold Improvements | $50,000 | $200,000 | |
| Signage | $5,000 | $7,500 | |
| Equipment and Supplies | $3,000 | $5,000 | |
| Grand Opening Marketing | $20,000 | $30,000 | |
| Initial Inventory Package | $80,000 | $200,000 | |
| Point of Sale and Computer Equipment, Internet, Phone, Security | $15,000 | $20,000 | |
| Business Licenses, Permits and Professional Fees | $0 | ||
| Insurance | $0 | ||
| Training Expenses | $3,000 | $10,000 | |
| Site Evaluation | $0 | ||
| Additional Funds – 3 Months | $10,000 | $25,000 | |
| Total | $196,000 | $542,500 | |
Source: True Society USA Inc, 2022 filing, page 16
True Society franchise fee
The franchise fee is up to $30,000, charged only to owners without experience running a similar shop. You pay it when you sign the franchise agreement.
Source: True Society USA Inc, 2022 filing, page 9
Royalty and ongoing fees
| Royalty | 3% of gross revenue, paid monthly, plus a 3.5% marketing fee. |
|---|---|
| Brand or marketing fund | 3.5% of gross revenue, paid monthly. |
| Renewal Fee | $3,000 |
The typical franchise royalty is 6% of sales, plus 2% for marketing. See franchise fees and royalties to compare.
Source: True Society USA Inc, 2022 filing, page 11
Other fees as filed, from page 12. The filing lists every fee, including late fees and audit costs.
Sales and earnings
Shares figures True Society publishes sales or earnings figures for its locations. The full tables, with notes on which locations are counted, are in its filing.
Source: True Society USA Inc, 2022 filing, page 49
How True Society compares
Of the 302 retail franchises on this site, True Society is the 150th cheapest to open and the 236th largest by number of locations.
| Figure | True Society | Typical retail brand | Typical franchise |
|---|---|---|---|
| Cost to open, low end | $196K | $198K | $222K |
| Cost to open, high end | $543K | $425K | $477K |
| Franchise fee | $0 | $35K | $40K |
| Royalty | 3% | 5.7% | 6% |
| Brand fund | 3.5% | 2% | 2% |
| US locations | 3 | 38 | 21 |
| Shares earnings figures | Yes | 187 of 302 | 2,147 of 3,352 |
Typical is the median across the 302 brands in retail franchises; typical franchise, across every brand here.
Locations opened and closed
| Year | Franchised | Company-owned | Opened | Closed |
|---|---|---|---|---|
| 2019 | 0 (0) | 1 | 0 | 0 |
| 2020 | 0 (0) | 2 | 0 | 0 |
| 2021 | 1 (+1) | 2 | +1 | 0 |
Closed or left counts terminations, non-renewals, locations bought back by the franchisor and locations that stopped operating.
See which brands grew most in the fastest-growing franchises rankings.
More in the guides: franchise failure rates.
Source: True Society USA Inc, 2022 filing, page 51
Where True Society locations are
At the end of 2021, True Society had locations in 3 states. The most are in Kansas, Michigan and Missouri.
- Kansas1
- Michigan1
- Missouri1
Source: True Society USA Inc, 2022 filing, page 52
Who owns True Society?
True Society franchises are sold by True Society USA Inc.
From True Society USA Inc’s 2022 filing.
Lawsuits and bankruptcy
| Lawsuits and regulatory actions | None. The filing says no litigation has to be disclosed. |
|---|---|
| Bankruptcy | None. The filing says no bankruptcy has to be disclosed. |
Franchisors must disclose lawsuits and bankruptcies involving the company, its parents and affiliates, and its executives. Many cases are routine disputes with franchisees over fees or contracts; read the descriptions in the filing and ask current owners about anything that worries you.
Source: True Society USA Inc, 2022 filing, litigation on page 9, bankruptcy on page 9
True Society filings
The figures on this page come from True Society USA Inc’s 2022 filing, issued April 27, 2022, on record with the NASAA Electronic Filing Depository.
| Filing | Issued | Registry | On this page |
|---|---|---|---|
| 2022 filing | April 27, 2022 | NASAA depository | Costs, fees and locations, 2019–2021 |
Each link opens the filing as a PDF. See the newest filings across all brands.
