Stuff Etc

What Stuff Etc does

Stuff Etc is a privately held consignment retail company operating as Iowa's largest quality department consignment store group. Founded in 1985 in Iowa City originally as Kids Stuff and Kountry Kreations, the business evolved from a 750-square-foot children's merchandise and country crafts store into a multi-category consignment operation spanning clothing, furniture, housewares, accessories, toys, and antiques. The company now operates 8 retail locations across Iowa (Iowa City, Dubuque, Coralville, Cedar Rapids, Waterloo, Davenport, Ankeny, and Clive) averaging 23,000-46,000 square feet, structured as 4 corporate-owned stores and 3 franchise locations with 1 in development. A complementary e-commerce platform at shopstuffetc.com and the Stuff Mobile App extend reach beyond the physical footprint.

The company makes money through three streams: consignment commissions on the sale of used goods supplied by individual consignors (the core model, with a 50%-off markdown after 60 days and 80%-off after 90 days), direct retail sales of a proprietary mattress line featuring a 3-Point Support System at price points from $149.99 to $379.99, and franchise fees plus royalties ($40,000 upfront, 4% of gross sales weekly, 0.25% advertising fee). Customer segments span value-conscious consumers, consignors seeking to monetize used goods, and franchisee entrepreneurs; the company also runs segmented promotional programs for military, teachers, and seniors, and partners with local charities across all eight store cities.

Stuff Etc is led by founder Mary Sundblad-Greb and remains an independent, bootstrapped company with no external institutional investment or parent company. The technology stack is limited to a standard e-commerce storefront and mobile app with no disclosed proprietary systems, AI/ML capabilities, or data flywheel. Competitive advantages rest on 41 years of brand history, deep local consignor relationships, Iowa-only physical distribution, and a structured franchise model that supports capital-light geographic expansion across the Midwest.

Name

Stuff Etc

Legal name

Stuff Etc Franchise LLC

Website

https://shopstuffetc.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Consignment Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Used Merchandise Retailers (459510), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Consignment & Estate Sale Home Goods Retail (Curated/Managed Sales) (CRAIANAM)

akta.pro secondary industry

Secondhand & Consignment Furniture Retail (CRAIANAA)

Keywords

• Consignment retail
• Secondhand clothing
• Used furniture
• Consignment services
• Franchise retail

Headquarters

HQ city

Coralville

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Others

Revenue model

1. Consignment Sales: Stuff Etc operates as a consignment store where individuals bring quality used clothing, furniture, and housewares to sell. The company processes, prices, and sells items on behalf of consignors, taking a percentage of the sale price as commission. Consignors receive payment for their sold items and can track earnings through online accounts.
2. Direct Retail Sales: Sale of new mattress products and potentially other new merchandise directly to consumers at retail prices.
3. Franchise Fees and Royalties: The company generates revenue through franchise fees ($40,000 per franchise), royalties (4% of gross sales paid weekly), and advertising fees (0.25%).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Stuff Etc operates Iowa's largest department-sized quality consignment store group, selling previously owned clothing, furniture, housewares, accessories, toys, antiques, and collectibles across eight Iowa retail locations and an online storefront. The company accepts quality used items from individual consignors, processes and prices the merchandise, and sells it on consignment, retaining a percentage of the sale price as commission and paying consignors for sold goods. The company also sells new mattresses (three lines with a proprietary 3-Point Support System) directly at retail and licenses its retail model through a franchise system ($40,000 franchise fee plus 4% royalty).

Product overview

Stuff Etc is Iowa's largest quality consignment department store group operating eight physical retail locations across Iowa (Iowa City, Dubuque, Coralville, Cedar Rapids, Waterloo, Davenport, Ankeny, and Clive). The company operates a multi-channel retail model combining in-store consignment sales with e-commerce online shopping capabilities. Core offerings include consignment clothing for women, men, teens, and kids; consignment furniture; mattress products (with three distinct lines featuring the 3-Point Support System); housewares and home decor; accessories; toys; books; and antiques and collectibles. The company also provides consignment selling services where customers can consign their quality used items, along with pickup and delivery options. Stuff Etc also offers franchise opportunities for entrepreneurs to open their own consignment stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Consignment Clothing Quality used clothing for women, men, teens, and kids sold on consignment at a fraction of retail prices, sourced from individual consignors.
• Consignment Furniture Quality used furniture items including dressers, tables, chairs, and upholstered pieces sold through consignment, plus selected new pieces.
• Consigned Housewares and Home Decor Consignment housewares including kitchenware, small appliances, home decor items, bedding, and seasonal furnishings sold at below-retail prices.
• Mattress Products New mattress products offered directly to consumers in three distinct lines featuring a proprietary 3-Point Support System, with sizes ranging from Twin ($149.99) to King ($379.99).
• Consigned Accessories Fashion accessories including jewelry, handbags, shoes, and personal items sold at consignment prices.
• Consigned Toys and Kids Items Children's toys, books, and kids clothing items sold through consignment.
• Consigned Antiques and Collectibles Vintage and antique items including furniture, collectibles, and unique one-of-a-kind finds.
• Consignment Selling Service Service allowing individuals to bring quality used clothing, furniture, and housewares to Stuff Etc stores for pricing and sale, with consignors receiving payment for sold items and earnings tracked through online accounts.
• Pickup and Delivery Service Convenience service for consignors allowing items to be picked up from or delivered to Stuff Etc locations.
• Stuff Etc Franchise Opportunity Franchise opportunity allowing entrepreneurs to open Stuff Etc consignment stores, with startup costs of approximately $375,000, a $40,000 franchise fee, 4% royalty on gross sales paid weekly, and 0.25% advertising fee.

Quantifiable outcome

• Keeps millions of pounds of products out of landfills through reuse and recycling

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered minor.

• Iowa City Animal Care & Adoption CenterminorOthers · 3 May 2026During Be Kind to Animals Week (May 3-9, 2026), Iowa City location partners with Iowa City Animal Care & Adoption Center; Stuff Etc matches customer donations dollar for dollar.
• Safe Haven Animal RescueminorOthers · 3 May 2026Coralville location partners with Safe Haven Animal Rescue during Be Kind to Animals Week.
• Cedar Valley Humane SocietyminorOthers · 3 May 2026Cedar Rapids location partners with Cedar Valley Humane Society during Be Kind to Animals Week.
• Cedar Bend Humane SocietyminorOthers · 3 May 2026Waterloo location partners with Cedar Bend Humane Society during Be Kind to Animals Week.
• King's Harvest Pet Rescue No Kill ShelterminorOthers · 3 May 2026Davenport location partners with King's Harvest Pet Rescue No Kill Shelter during Be Kind to Animals Week.
• Aheinz Animal ShelterminorOthers · 3 May 2026Ankeny location partners with Aheinz Animal Shelter during Be Kind to Animals Week.
• Hope Animal Rescue of IowaminorOthers · 3 May 2026Clive location partners with Hope Animal Rescue of Iowa during Be Kind to Animals Week.
• Dubuque Regional Humane SocietyminorOthers · 3 May 2026Dubuque location partners with Dubuque Regional Humane Society during Be Kind to Animals Week.
• Community Crisis Services & Food BankminorOthers · 8 April 2026Iowa City location partners with Community Crisis Services & Food Bank during 41st Anniversary Celebration (April 8-11, 2026), donating $1 for every transaction.
• Coralville Community Food PantryminorOthers · 8 April 2026Coralville location partners with Coralville Community Food Pantry during 41st Anniversary Celebration donating $1 per transaction.
• Foundation 2 Crisis ServicesminorOthers · 8 April 2026Cedar Rapids location partners with Foundation 2 Crisis Services during 41st Anniversary Celebration.
• Opening Doors (Dubuque)minorOthers · 8 April 2026Dubuque location partners with Opening Doors during 41st Anniversary Celebration.
• Clive Community ServicesminorOthers · 8 April 2026Clive location partners with Clive Community Services during 41st Anniversary Celebration.
• Ankeny Community School FoundationminorOthers · 8 April 2026Ankeny location partners with Ankeny Community School Foundation during 41st Anniversary Celebration.
• River Bend Food BankminorOthers · 8 April 2026Davenport location partners with River Bend Food Bank during 41st Anniversary Celebration.
• Northwest Iowa Food BankminorOthers · 8 April 2026Waterloo location partners with Northwest Iowa Food Bank during 41st Anniversary Celebration.
• Bur Oak Land TrustminorOthers · 22 April 2025Earth Day partner; 10% of all sales donated to support environmental preservation.
• Cedar Valley Association of Soft TrailsminorOthers · 22 April 2025Earth Day partner supporting trail maintenance and outdoor activities.
• The Friends of Vander VeerminorOthers · 22 April 2025Earth Day partner supporting botanical garden preservation.
• Soil and Water Conservation SocietyminorOthers · 22 April 2025Earth Day partner supporting water conservation efforts.
• Iowa National Heritage FoundationminorOthers · 22 April 2025Earth Day partner supporting natural heritage preservation.
• Dubuque Arboretum & Botanical GardensminorOthers · 22 April 2025Earth Day partner supporting botanical garden operations.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Buffalo Exchange: Buffalo Exchange is a chain of buy-sell-trade clothing resale stores. It competes directly with Stuff Etc for the value-conscious, trend-driven apparel shopper and uses a similar intake-on-the-spot pricing model for clothing.
• Habitat for Humanity ReStore: Habitat for Humanity ReStore is a chain of nonprofit home-goods and furniture resale stores. It overlaps with Stuff Etc's furniture and housewares consignment business and competes for the same value-conscious homeowners and renters looking for discounted furnishings.
• Once Upon A Child: Once Upon A Child is a franchise that resells gently-used children's clothing, toys, and gear. Like Stuff Etc, which originated in 1985 as Kids Stuff and Kountry Kreations in kids' merchandise, this brand focuses on the same kids-and-family resale niche and uses an identical franchise store format.
• Clothes Mentor: Clothes Mentor is a women's resale franchise that buys and sells gently-used brand-name clothing and accessories. It mirrors Stuff Etc's consignment apparel offering for adults and competes for the same value-conscious, brand-seeking female shopper.
• Plato's Closet: Plato's Closet is a teen and young-adult clothing resale franchise that buys and sells used apparel. It operates on a very similar consignment-adjacent model to Stuff Etc's clothing segment and shares the franchise-unit growth playbook, making it one of the closest structural analogues.
• Uptown Cheapskate: Uptown Cheapskate is a franchise that buys and sells contemporary fashion for teens and young adults. It runs on a near-identical consignment-of-brand-name-clothing model and grows through the same franchise store economics, placing it in direct conceptual competition with Stuff Etc's apparel segment.

Broad incumbents

• Savers / Value Village: Savers / Value Village is one of the largest for-profit thrift chains in the world, operating hundreds of stores selling donated secondhand clothing, housewares, and furniture. It overlaps broadly with Stuff Etc's assortment and competes for the same budget-conscious, sustainability-minded shopper.
• Goodwill Industries International: Goodwill operates thousands of nonprofit retail thrift stores selling donated clothing, furniture, and housewares. As the most recognized secondhand retail brand in the United States, Goodwill is a default alternative for price-sensitive customers and the most relevant incumbent benchmark for community-based resale.
• Winmark Corporation: Winmark is the franchisor of Plato's Closet, Once Upon A Child, Clothes Mentor, and Uptown Cheapskate. As the dominant operator of branded resale franchise systems in North America, Winmark is the most relevant public-market structural analogue to Stuff Etc's franchise-driven resale model.

Emerging players

• ThredUp: ThredUp is an online resale platform operating a national marketplace for secondhand apparel. It does not directly overlap with Stuff Etc's brick-and-mortar furniture/housewares consignment, but it competes for the same consignor supply in clothing and represents the digital direction the category is heading.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/stuffetcinc
• Facebookfacebook.com/StuffEtcQualityConsignment
• Instagraminstagram.com/stuffetcqualityconsignment
• Pinterestpinterest.com/stuffetcconsign
• TikToktiktok.com/@stuffetcqualityconsignme
• LinkedInlinkedin.com/company/stuff-etc-corporate

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Stuff Etc