True SocietyFranchise Cost, Revenue & Review 2026
Data from FDD filing
FranchiseVerdict summary · 2026
A TRUE SOCIETY franchise requires a total initial investment of $540K – $808K, including a $30K franchise fee and an ongoing 3.0% royalty[2]. Per the 2025 FDD, average unit revenue was $1.9M[2]. Verdict grade: A. Run a live ROI scan →
Data last verified June 18, 2026 · figures per the 2025 FDD issuance
Overview
- Investment
- $540K – $808K
- 39th pct Retail
- Avg gross sales
- $1.9M
- 19th pct Retail
- Royalty
- 3.0%
- 1st pct Retail
- Units
- 8
- 6th pct Retail
- SBA default
- N/A
Quick verdict · Retail · color = vs category peers
Green = >15% above Retail avg · No shading = within ±15% · Red = >15% below avg · Source: FDD filings + SBA 7(a)
Data from public FDD filings and SBA records. Not financial advice. Methodology
Franchised units fell from 6 to 4 over 3 years. Investigate why operators are leaving.
Bottom line
- Total investment $540K – $808K including a $30K franchise fee, 3.0% ongoing royalty.
- Average unit revenue of $1.9M/year (median $1.9M).
- Verdict A (Top Quintile) with a risk score of 32/100.
Item 1 · who you're contracting with
The Franchisor
- Legal entity
- TRUE SOCIETY USA INC.
- Parent company
- True Society AG (Switzerland)
- CEO title
- Chief Executive Officer
- Martine Tracy Harris
- Incorporated in
- KS
- HQ
- 15500 W 113th Street, Lenexa, KS 66219
- Auditor
- Mayer Hoffman McCann P.C.
- Audited financials
- Franchisor revenue
- $877K
- vs $1.1M prior year
Affiliated brands
- Essense of Australia
Other brands the franchisor or its parent operates (Item 1).
Overview
About
TRUE SOCIETY franchisees operate lifestyle or wellness-focused retail/service locations (exact model unclear from data provided). Day-to-day operations likely involve customer-facing service delivery, inventory/product management, and local marketing to drive the reported ~$1.9M average revenue per unit.
- CEO
- Martine Tracy Harris
- Headquarters
- KS
- Founded
- 2021
- FDD year
- 2025
- States available
- 3
FDD Item 7 · 2025 filing · 15 line items
Initial investment breakdown
| Line item | Low | High | |
|---|---|---|---|
| Initial Franchise Feenot refundable | $30K | $30K | |
| Rent (3 Months) and Security Deposit | $30K | $50K | |
| Utility Deposit | $500 | $3K | |
| Design and Architect Feesnot refundable | $10K | $25K | |
| Leasehold Improvementsnot refundable | $250K | $350K | |
| Signagenot refundable | $5K | $10K | |
| Equipment and Suppliesnot refundable | $5K | $15K | |
| Grand Opening Marketingnot refundable | $20K | $30K | |
| Initial Inventory Packagenot refundable | $120K | $180K | |
| Point of Sale and Computer Equipment, Internet, Phone, Securitynot refundable | $25K | $35K | |
| Business Licenses, Permits and Professional Feesnot refundable | $5K | $10K | |
| Insurancenot refundable | $2K | $5K | |
| Training Expensesnot refundable | $5K | $10K | |
| Site Evaluationnot refundable | $3K | $5K | |
| Additional Funds - 3 Monthsnot refundable | $30K | $50K | |
| Total initial investment | $540K | $808K |
Line items extracted from FDD Item 7. Ranges reflect the franchisor's stated low and high per line. Total is the sum of line-item lows / highs — actual costs may fall outside this range depending on market and build-out scope.
Single-unit · estimated
Returns at a glance
Indicative numbers using FDD Item 7 / Item 19 inputs and category-benchmarked cost ratios. Full single-unit, 25-unit portfolio, and LBO models (with every input editable to stress-test your own scenario) live on the financials page.
Store EBITDA · annual
$156K
8.0% margin
Unlevered ROIC
22%
EBITDA / total invested capital
Payback
4.6 yrs
cash-on-cash, unlevered
Item 7 · what it costs to open + operate
The Vitals
- Total investment
- $540K – $808K
- Better than avg vs category
- Liquid capital req'd
- $30K – $50K
- Better than avg vs category
- Franchise fee
- $30K – $30K
- Better than avg vs category
- Royalty
- 3.0%
- percentage_of_gross · typical 6–8%
- Ad fund
- 4.0%
- typical 3–5%
- Total fee load
- 7.0%
- vs 9–13% typical
Ongoing fees · Item 6
| Fee | Amount |
|---|---|
| Royalty | 3.0% of gross sales |
| Marketing / ad fund | 4.0% of gross sales |
| Technology fee | $845 |
| Transfer fee | $2K |
| Renewal fee | $3K |
| Total fee load | 7.0% of rev |
Financial Performance
- Avg gross sales
- $1.9M
- Per unit, per year
- Median gross sales
- $1.9M
- Item 19 type
- gross_sales
- Sample size
- 4 units
- vs category median 49 · small
- Range (low → high)
- $1.3M→$2.7M
- Cohort dispersion (min → max)
- Quartile band
- $1.2M→$2.1M
- Bottom 25% → top 25%
- Transparency
- 4 / 5
- vs category median 2 / 5 · above
Compared against 304 Retail brands
vs Retail averages
How True Society Compares
Unit growth
Item 20 · unit dynamics
The Growth Chart
- Total units
- 8
- Opened
- 2
- Last reporting year
- Closed
- 0
- Terminated
- 0
- Franchisor ended the franchise (per Item 20)
- Non-renewed
- 0
- Term expired, not renewed (per Item 20)
- Turnover rate
- 0.0%
- Company-owned
- 2
- Corporate units in the system
- % franchised
- 75%
- vs corporate-owned
- Net growth (yr3)
- +50.0%
- Net unit change last year
- 3-yr CAGR
- +50.0%
- Compounded over last 3 years
3-year detail · Item 20
- Transfers (3yr)
- 0
- Projected new
- 0
- Franchisor's next-year forecast
Year-over-year franchised unit counts and net change. Source: FDD Item 20.
Item 20 · 3 states with active franchisees
The Territory Map
Derived from franchisee contact records. Shows states with at least one current operator. Not where the franchisor is registered to sell new units (that data is re-extracting in a future refresh).
States derived from franchisee contact records (FDD Item 20). Shows states with at least one current operator on file. Full state registration data (Item 12) will appear on a future FDD refresh.
Fast growth in a small system. Newer franchisors expanding quickly may not yet have the support infrastructure of larger systems.
SBA loan performance
Government records
SBA Loan Data
Aggregated from SBA 7(a) and 504 loan disclosures, public data unique to FranchiseVerdict.
No SBA loan data available for this brand.
Risk analysis
FranchiseVerdict rating + FDD Items 3, 5, 6, 12, 17
Risk & Legal
TRUE SOCIETY presents elevated risk due to going concern disclosure, missing profitability data, minimal franchise network scale, and inability to verify franchisee returns despite moderate revenue averages.
Litigation (Item 3)
No litigation required to be disclosed
Largest disclosed settlement: $180,000
Bankruptcy (Item 4)
None disclosed
Audited financials (Item 21)
Yes · Mayer Hoffman McCann P.C.
Franchisor revenue (Item 21)
Franchisor entity revenue (not unit-level)
Supplier relationship · Items 8 & 16
- Franchisor sells you products: Yes
- Kickbacks from required suppliers: Yes
- Must buy proprietary products: Yes
- Restricted to system-approved products: Yes
- Can negotiate own supplier terms: No
Score breakdown · what drove the 32 / 100 rating
- 01HIGHGoing Concern Warning: Franchisor has disclosed going concern issues, indicating potential financial distress or viability questions
- 02MINORNo Net Income Disclosure: Item 19 financial performance representations absent—unable to validate if $1.9M revenue translates to meaningful profit after expenses
- 03MINORAggressive Unit Growth Masking Small Base: 50% YoY growth (4 new units) on only 8 total units is volatile and statistically insignificant; high churn risk
- 04MINORMinimal Franchisee Base: Only 8 operating units provides insufficient performance data and limits support infrastructure credibility
- 05HIGHHigh Initial Investment Range: $540K-$808K entry cost requires strong confidence in franchisor stability, which going concern status undermines
Severity inferred from the FDD text · not a regulatory classification
FDD Items 5, 6, 12, 17 · continued from Risk & Legal
Contract & Territory Detail
| Initial term | 7 years |
|---|---|
| Renewal term | 5 years |
| Allowed renewalsℹ | 2 |
| Territory type | Designated Territory based on zip codes, streets, landmarks, or county lines |
| Protected territory | Yes |
| Exclusive territoryℹ | No |
| Online sales rights | Restricted |
| Franchisor can compete | Yes |
| Hire a manager? | Allowed |
| Owner-operator | Optional |
| Non-compete (years)ℹ | 2 years |
| Right of first refusalℹ | Yes |
| Termination notice | 30 days |
| Termination groundsℹ | 1 |
| Curable defaultsℹ | 2 |
| Mandatory arbitration | No |
| Jury trial waiver | Yes |
| Governing law | Kansas |
| Litigation count | 0 |
View Item 3 litigation summary
No litigation required to be disclosed
Items 10, 11
Training & Operations
- Classroom training
- 54 hrs
- On-the-job training
- 52 hrs
- Training location
- Our Headquarters, a company owned store, your Franchised Store, Virtual Location
- Field support
- 12 hrs/yr
- On-site visits per year
- Time to open
- 2 mo
- From signing to launch
- Franchisor financing
- Offered
- Item 10
- POS system
- Bridal Live
- Operating tech stack
Items 5 & 11
Franchisor Support
Technology: Bridal Live
Item 20 · call current owners
Franchisee Contacts
3 owners to call
Name · phone · city · state. Extracted from FDD Item 20
FDD download
TRUE SOCIETY · FDD (2025) PDF
Frequently asked questions
Frequently Asked Questions
How much does it cost to open a TRUE SOCIETY franchise?
The total investment to open a TRUE SOCIETY franchise ranges from $540K – $808K, with an initial franchise fee of $30K. This includes real estate, equipment, inventory, and working capital as disclosed in their Franchise Disclosure Document (FDD).
What do TRUE SOCIETY franchise owners earn?
According to Item 19 of the TRUE SOCIETY FDD, the average gross sales per unit is $1.9M. The median is $1.9M. Note: this is gross revenue, not profit. Actual owner earnings vary based on location, operating costs, and management.
What is TRUE SOCIETY's franchise failure rate?
SBA 7(a) loan charge-off data is not available for TRUE SOCIETY (fewer than 10 loans on file). Charge-off rates are one way to gauge franchise risk, but not all franchise loans go through the SBA program. We recommend reviewing turnover and closure data in the FDD and speaking with current franchisees.
How many TRUE SOCIETY franchise locations are there?
As of their most recent FDD filing, TRUE SOCIETY has 8 total units in the United States, including 6 franchised units and 2 company-owned units. 2 new units were opened in the latest reporting year.
Is TRUE SOCIETY a good franchise to buy?
FranchiseVerdict rates TRUE SOCIETY as a A-grade franchise with a risk score of 32 out of 100, based on our analysis of investment costs, revenue data, SBA loan performance, and growth trends. Our rating is based solely on publicly available FDD and government data; we recommend speaking with current franchisees before making any investment decision. This is not investment advice.
Data sourced from public FDD filings and SBA 7(a) FOIA records. Not financial advice.
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Data extracted from public FDD filings and SBA 7(a) loan disclosures (FOIA). This information is provided for research purposes only and does not constitute financial, legal, or investment advice. Verify all figures with the franchisor's current Franchise Disclosure Document before making any investment decision.