Rhea Lana Riner didn’t plan on starting a national franchise. She simply wanted to create a better way for moms like her to buy and sell children’s clothes – organized, fair, and family friendly. But what began on her living room floor – handwritten tags, borrowed racks, and a heart for serving sparked something much bigger.
At the heart of this growth is a mission that has never changed: Families Helping Families.
One Mom’s Idea That Became a Movement
When Rhea Lana’s husband left his secure engineering career to pursue work in the nonprofit sector, their young family felt the strain. With three children to care for, Rhea Lana began looking for ways to stretch their budget while keeping up with her children’s needs.
She quickly realized other parents faced the same challenge: kids outgrowing clothes, toys, and gear faster than budgets could keep up. Her idea was simple: create an inviting, convenient, retail-like shopping experience where families could sell what they no longer need and shop for high-end brands at affordable prices.
But success didn’t come overnight. That first event was, by all accounts, a flop. Few people showed up, and the systems weren’t yet in place. Instead of giving up, Rhea Lana leaned into the experience as a lesson – refining the process, listening to feedback, and improving each step. Those early struggles laid the foundation for a trusted brand.
Consignors discovered they could earn meaningful extra income while clearing out their children’s gently used items. Shoppers loved the organized setup and access to high-quality brands at a fraction of retail prices. What started as a grassroots idea soon grew into a polished professional experience families could rely on.
Today, Rhea Lana’s Children’s Consignment Events span more than 120 franchises in 27 states, empowering thousands of families to buy smart, sell confidently, and foster connections within their community.
Building a Franchise with Heart
By 2008, demand for Rhea Lana’s events had spread beyond Arkansas. Starting in Texas, Missouri, Oklahoma and Kansas – moms were eager to bring the same experience to their local communities. That year, Rhea Lana’s officially became a franchise system.
The brand was an early innovator in resale. Long before resale was mainstream, Rhea Lana’s invested in cutting-edge proprietary software. This allows consignors to enter items using voice entry, track sales in real time, the ability to use funds for purchases, and access to a digital paycheck.
Parents knew they could count on Rhea Lana’s for more than just great deals-they returned season after season for an upscale, highly organized, and enjoyable shopping experience.
As Rhea Lana explains, “This isn’t just about clothes on a rack. It’s about creating a safe space where families feel seen, supported, and celebrated.”
Philanthropy & Community Impact
Each event does more than connecting consignors and shoppers – it ripples out into the community. At the close of every sale, unsold items are donated to local nonprofits, foster families, and military families – ensuring quality clothing, toys, and gear continue to serve those who need them most.
For franchise owners, philanthropy is personal. Many partner with local foster care organizations and community shelters to make a direct impact. Franchise owners see the impact firsthand – they’re on the front lines receiving the hugs, witnessing the grateful tears, and hearing the heartwarming stories from families in need, all on behalf of the generous consignors who choose to donate unsold items.
Business and Franchise Ownership
For entrepreneurs, Rhea Lana’s offers a lifestyle that aligns with family values. Owners typically host two events a year, providing flexibility to balance work and family life. Many are parents themselves, drawn to ownership after first consigning or shopping.
One of those parents is Lauren Aloia, owner of Rhea Lana’s of Northeast San Diego, California. After long hours in a corporate career, Lauren realized she was missing out on her son’s daily life. “I spent the first year of my son’s life working a corporate job, leaving before he woke up and getting home just in time to put him to bed. I cried every night,” she remembers.
That all changed when she visited a nearby Rhea Lana’s event. Inspired, she purchased a franchise, trained and launched her first event just months later. “I took that leap of faith and haven’t looked back,” she says. Today, Lauren’s greatest reward is freedom: “I can be home doing the day-to-day with my kids. By taking that leap of faith, it opened doors I didn’t even know existed.”
Stories like Lauren’s highlight what makes this franchise unique: a proven model paired with personal purpose. Owners don’t just run events; they create traditions that bless families in their communities while transforming their own.
Rhea Lana’s provides their franchise owners with detailed playbooks, marketing strategies, mentor support and training resources.
Legacynd Recognition
Nearly three decades in, Rhea Lana’s is recognized as a leader in consignment and resale. The brand has been featured in national publications, ranked among top franchise opportunities, and praised for its integrity and innovation. Even during economic downturns, events have remained strong, proving the resilience of the model.
Families will always need affordable, high-quality children’s items, and Rhea Lana’s provides a trusted solution while embracing sustainability. With growing consumer interest in resale and community-based shopping, Rhea Lana’s is positioned for continued expansion.
Looking Ahead
From one mom’s living room to a nationwide franchise, the journey of Rhea Lana’s shows how simple ideas can spark lasting change. With nearly 30 years of experience, the brand has earned the trust of families across the U.S.
For families, it’s a place to save money, earn extra income, and feel supported. For entrepreneurs, it’s a flexible, profitable business with purpose. For communities, it’s more than an event – it’s a tradition bringing together generations of shoppers and consignors.
Because when families help families, something truly lasting begins.