The Spice & Tea Exchange® Shows How Women Are Rewriting the Franchise Playbook
By: The Spice & Tea Exchange®
When Amy Freeman and Penny Rehling opened the doors to their first shop in St. Augustine, Florida in 2008, the world was in the middle of the Great Recession. It was a moment in time when most people were tightening their budgets, not launching new ventures. But Freeman and Rehling saw something worth building; something rooted not in trends or timing, but in connection.
Sixteen years later, that vision has blossomed into The Spice & Tea Exchange®, a women founded, women led franchise brand with nearly 100 locations across 38 states. With the arrival of Women’s History Month in March, the company stands as a vibrant example of how female entrepreneurship can shape communities, cultures, and even the franchise industry itself.
Launching a retail concept during one of the most challenging economic periods in recent history required grit, and Freeman and Rehling had plenty of it. Their first store quickly became a gathering place, drawing locals and visitors alike with its handcrafted spice blends, fine loose-leaf teas, infused sugars, and globally sourced salts.
“When we founded The Spice & Tea Exchange®, our goal was to create something lasting; a brand that could bring people together the way trading posts once did,” Freeman said. “Whether it’s a local guest discovering a new flavor or a franchise owner realizing their dream of business ownership, that sense of connection is still at the heart of everything that we do.”
Today, The Spice & Tea Exchange® is more than a retail brand. It’s a community of entrepreneurs, many of them women, who are building businesses that reflect their passions and their neighborhoods. Freeman, now CEO, and Rehling, now President, have intentionally shaped a culture rooted in empowerment, collaboration, and opportunity.
“Our stores are gathering places,” Rehling said. “Just like the trading posts that inspired us, they’re about much more than just commerce. These stores are about people. That is what has allowed our brand to grow and adapt through every challenge and every season.”
As the brand enters 2026, it does so after surpassing $50 million in systemwide sales, a remarkable leap from $33 million just four years earlier. For a women-founded, women-led franchise in experiential retail, the achievement stands as a testament to what intentional, community-centered leadership can build.
In an industry where women still represent a minority of franchise owners and executives, The Spice & Tea Exchange® offers a compelling counterpoint: a system where women are not only present, but leading and shaping the future of the brand and the communities it serves.
As the nation celebrates Women’s History Month, The Spice & Tea Exchange® is reflecting on the values that have guided its journey: authenticity, connection, and staying power. Freeman and Rehling’s leadership has created a blueprint for what women-led entrepreneurship can look like.
With eight new stores opened in 2025, more planned for 2026, and a new headquarters on the way, The Spice & Tea Exchange® is entering its next chapter with strong momentum and a clear vision. The brand’s growth reflects both the strength of its model and the rising influence of women in franchising, an influence woven into the company’s DNA since its founding.
Even as the system expands, the mission remains unchanged: creating and sharing the experience of a more flavorful life. As more women step into entrepreneurship, the brand is committed to supporting them, just as its founders once supported each other, ensuring the next phase of growth stays intentional and inclusive.
Amy Freeman and Penny Rehling have built something enduring: a brand where exploration is intentional, connection is real, and leadership is rooted in clarity and purpose.