The franchisee is opening a ‘Til We Meet Again in the Glenbrook Square Mall in Fort Wayne, Ind., next month.
Several more likely will follow in short order. That’s even though Willow Group partners Nathan Smith and Traci Smith-Cone never planned to franchise.
“We said, ‘Absolutely not. We’re going to do this on our own,’” Smith-Cone says.
“The YouTube video,” she says.
There have been a few videos about the store, one of which has been viewed almost 124,000 times on YouTube. Calls from around the country started coming from people who wanted to open similar shops. Then a January story in Entrepreneur piqued even more interest.
“We’ve been flooded with inquiries,” Smith says.
“My limited knowledge about franchising was we would lose control of those businesses,” Smith-Cone says. “For two type-A personalities to do that, that was very tough.”
They realized they didn’t have much choice, Smith says.
“Once it got out there, to prevent anyone else from doing what we were doing, we had to move quickly,” he says. To secure exclusive deals with manufacturers, who create all kinds of unique caskets and urns, they needed to open more stores than they could afford to do on their own.
“Our fear was more of other people starting their own and creating competition for what we wanted to do,” Smith says. “Before we didn’t have that buying power.”
Now they do, but it hasn’t been easy.