Rhea Lana's Inc

What Rhea Lana's Inc does

Rhea Lana's Inc operates a franchise-based children's consignment event business headquartered in Conway, Arkansas. Founded in 1997 by Rhea Lana Riner as a living-room clothing swap with 11 consignors, the company has grown into what it positions as the nation's leading children's consignment event franchise system. The core product is twice-yearly upscale pop-up events (spring/summer and fall/winter, with some franchises adding holiday sales) held in rented venues up to 55,000 square feet, where families consign gently used children's items—newborn through teen clothing, shoes, baby gear, toys, books, movies, and maternity goods—and other families shop the curated inventory at 60-90% off retail. Individual event sales range from $10,000 for startup franchises to $1,000,000 for mature events. The company also offers gift cards via a Square-powered storefront and branded apparel merchandise as ancillary revenue lines.

The company runs on a proprietary, copyrighted consignment event management software developed since 1997 that enables online consignor item entry, barcode generation, and tag printing. This software is complemented by an iOS and Android mobile app with a Voice Entry feature for consignor registration and event discovery. As of 2025, 98 of 120 franchises process payments through Square Terminals and APIs, following a transition from a previous merchant services provider. The franchise program launched in 2008 and now spans approximately 119 active franchises across 25-28 US states.

Rhea Lana's revenue model combines one-time franchise fees ($21,500 initial, $4,300 renewal after a five-year term) with an ongoing share of franchise event sales revenue—franchisees retain 35-40% of sales while the franchisor retains the residual, plus franchisees keep 100% of consignor fees, vendor fees, ticket sales, and sponsorships. The company is privately held, founder-controlled, and operates with a small corporate team (1-10 employees) including a CFO, CMO, Chief Business Development Officer, and Chief Operations & Franchise Experience Officer, supported by an expanded network of dedicated marketing, digital, training, and franchise development specialists. Notable recognition includes Franchise Business Review's #1 in Retail ranking for three consecutive years (2023-2025), Hall of Fame status for franchisee satisfaction over 12+ years, the 2025 Inc. 5000 list, and 2026 Global Franchise Awards Best Retail Franchise.

Name

Rhea Lana's Inc

Legal name

Rhea Lana's Inc

Website

https://rhealana.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Rhea Lana's Inc operates a franchise-based children's consignment event business with 119 active franchises across 25-28 US states. Founded in 1997, the company hosts twice-yearly upscale pop-up events where families consign outgrown children's items and shop curated inventory at 60-90% off retail, supported by proprietary event management software.

Ownership category

akta.pro rank

Product category

Children's Consignment Events

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Kids & Maternity Secondhand (Clothing, Gear, Toys) (CRAFAGAG)

akta.pro secondary industries

Off-Price Kids & Baby Apparel Retailers (CRAEABAG), Off-Price Kids & Family Department Stores (CRAGAEAE)

Keywords

• Children's consignment events
• Consignment franchise
• Pop-up retail events
• Resale marketplace
• Franchise system

Headquarters

HQ city

Arusha

HQ country

Tanzania

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Franchise Fees: Initial franchise fee of $21,500 with 5-year agreement. Renewal fee of $4,300 after initial term. This is a one-time and recurring revenue stream from new and renewing franchise owners.
2. Franchise Sales Revenue Share: Franchisees earn 35-40% of sales revenue from their events. This represents the company's primary ongoing revenue stream as franchise events generate sales.
3. Franchise Ancillary Revenue: Franchisees retain 100% of consignor fees, vendor fees, ticket sales, and sponsorships, which helps cover their event expenses. The company's share comes through the 35-40% of sales revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Rhea Lana's is a franchise system that operates upscale pop-up children's consignment events twice a year (spring/summer and fall/winter) in local communities. Families consign outgrown children's items (newborn through teen clothing, shoes, toys, baby gear, books, movies, maternity) and earn 60-75% of sales, while shoppers buy name-brand items at 60-90% off retail. The franchisor collects an initial $21,500 franchise fee plus 35-40% of each franchise event's sales revenue, supported by proprietary software for online consignor entry and barcode generation.

Product overview

Rhea Lana's Inc operates a children's consignment event franchise business with a single unified offering centered on upscale, twice-yearly pop-up events where families can consign gently used children's items or shop for them at 60-90% off retail prices. The business operates primarily through a franchise model, with individual franchisees hosting events in their local communities. The portfolio consists of the core Consignment Events product, Franchise opportunities for local ownership, a Mobile App for consignors and shoppers, Gift Cards, and branded Merch/Apparel. The company's unique proprietary software enables online item entry and generates barcoded tags for consignors.

Differentiator

Problem solved

Functional benefit

Products and services

• Rhea Lana's Consignment Events Twice-yearly upscale pop-up consignment events (spring/summer and fall/winter) selling gently used children's items including newborn-through-teen clothing, shoes, toys, baby gear, books, movies, and maternity items. Shoppers purchase at 60-90% off retail, with consignors earning 65-75% of sales.
• Rhea Lana's Franchise Franchise opportunity for entrepreneurs (primarily women) to operate Rhea Lana's consignment events in their local community. Initial franchise fee is $21,500 with a 5-year agreement and $4,300 renewal. Franchisees earn 35-40% of sales revenue plus 100% of consignor fees, vendor fees, ticket sales, and sponsorships.
• Rhea Lana's Mobile App Mobile application on iOS and Android that helps consignors register items, find local events, and stay updated; includes a Voice Entry option for easier consignment item registration.
• Gift Cards Gift cards for Rhea Lana's available for purchase online through the company's Square-powered storefront.
• Rhea Lana's Branded Apparel Branded merchandise and apparel sold through the company's online merch store.

Quantifiable outcome

• 60-90% savings for shoppers on retail prices
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• SquarecoreTechnology or Integration · 24 March 2025Square is the payment processing partner for Rhea Lana's franchise events. Following a smooth transition from their previous merchant service provider, 98 of 120 franchises now use Square Terminals and APIs for payment processing at events.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Just Between Friends: Large children's and maternity consignment event franchise network running pop-up sales across the U.S. Operates the same category-local pop-up model as Rhea Lana's, with similar franchising economics and twice-yearly events.
• Once Upon A Child: National resale franchise buying and selling gently used children's clothing, toys, and gear year-round. Overlaps directly with Rhea Lana's product categories but uses a walk-in store model rather than pop-up events.
• Kid to Kid: Franchise resale chain that buys and sells gently used children's and maternity apparel. Directly comparable on product mix (kids + maternity) and on franchise-led GTM, though operated as year-round stores.

Broad incumbents

• thredUP: Public online resale platform for women's and children's apparel. Broad incumbent in the secondhand category that competes for the same consignors/shoppers as Rhea Lana's via an always-on digital channel.
• Poshmark: Large online resale marketplace with active kids' apparel/baby categories. Competes for the same consignor mindset and budget-conscious family buyer, especially in between Rhea Lana's seasonal events.
• Winmark Corporation (parent of Once Upon A Child, Play It Again Sports, Plato's Closet): Public franchisor of multiple resale brands; Once Upon A Child is a key direct competitor. Useful comp for franchise royalty economics and resale-category capital deployment.
• The RealReal: Authenticated luxury consignment marketplace demonstrating the scale potential of multi-category consignment brands. Comparable as a proof point for how brand-led consignment can mature, though product and price point differ.

Emerging players

• Savvy Saver Sales: Smaller regional children's consignment event operator following a similar pop-up format. Provides a secondary event-based competitor in markets where Rhea Lana's is not yet present.
• finders keepers consignments: Regional consignment event organizers with comparable product focus on children's items. Comparable as a smaller-franchise or independent event alternative in select U.S. markets.

Others

• Square (Block, Inc.): Rhea Lana's payment processing partner across 98 of 120 franchises; ecosystem enabler rather than competitor. Relevant as the operational backbone for the network's in-person transactions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/rhealana
• LinkedInlinkedin.com/company/retired-and-loving-it-

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rhea Lana's Inc