Crafting Franchise Brings Creative Experiences to a New Market
- Craft Loft recently opened its second location in Burlington, Mass., bringing its hands-on crafting concept to a new community.
- The new studio opened quickly with a simple buildout, making the model easy for franchise owners to launch.
- With workshops, events and retail, Craft Loft gives guests a fun place to create, shop and spend time together.
Craft Loft, a hands-on crafting franchise, recently opened its second location in Burlington, Mass., bringing its creative studio concept to a suburban market after launching in urban Cambridge.
Founder and CEO Jen Gouldstone (below in white shirt) says the opening shows how the model can work in different retail settings and how quickly franchise owners can get up and running. “From signing the lease to opening the doors was literally a month,” she says.
The Burlington studio is in a renovated mall, but Gouldstone says future locations could also work well in strip malls, main streets or other standalone locations. The recommended footprint is about 2,000 square feet, and the buildout is simple.
While the build out is simple, the Craft Loft experience is quite unique. Gouldstone says the Burlington location was a “vanilla box,” meaning the walls, flooring and lighting were already in place. “The existing space allowed us to open quickly, franchisees who find a similar space could also open within a month,” Gouldstone says. Craft Loft also does not need a kitchen, food service or complicated equipment. “We’re focused on a comprehensive crafting experience for our guests.”
The Craft Loft Model
Craft Loft gives franchise owners several ways to attract customers and build revenue through workshops, private events and retail. Guests may stop in to shop, sign up for a workshop, book a party or return for a new project. The retail area features project kits, supplies and curated gifts for people who enjoy creative, thoughtful items.
“People come in to explore our fun retail items and we get a chance to talk to them and engage with them on the experience side of things,” Gouldstone says. “Then they come and do the experience and events. It all goes together.”
The mix of offerings helps make the business “sticky,” Gouldstone says. Because Craft Loft offers many different projects and experiences, customers have reasons to come back again and again. “We don’t have to rely on constant marketing spend like some of the single craft businesses,” she says.
Crafting for All
Craft Loft is designed for a wide range of guests, including families, friend groups, couples, coworkers and corporate teams looking for something fun and different to do together. Guests can choose projects that fit their skill level and interests. “A group can come in together and each person can work on something different,” Gouldstone says.
For private and corporate events, the concept gives people an option that’s more inclusive than competitive outings like go-karting or escape rooms. “The experience is relaxed, creative and welcoming to people with different interests and abilities. It’s more inclusive of everybody’s physical abilities,” Gouldstone says.
Gouldstone says the team puts a lot of thought into the customer experience. “Our space is very inviting,” she says. “When you walk in, you feel creative, supported and inspired to do things.”
Running a Craft Loft Franchise
Employee retention can be challenging in retail. The U.S. Bureau of Labor Statistics reported that retail trade had a 2.6% annual average quit rate in 2025, higher than the 2.2% rate for total private employers. Craft Loft has an advantage, Gouldstone says, because its creative, feel-good environment attracts people who are excited about the work.
Gouldstone says the company has found it easier to attract and keep quality team members because Craft Loft draws people who are passionate about the mission.
As the brand grows, Gouldstone sees opportunity for multi-unit ownership. New franchisees may start with one location and see opportunities to grow to neighboring territories. “We are encouraging a mindset towards multiple locations,” Gouldstone says. “Your second and third location will be easier to run because you’ll have staff who can help to train and hire.”
The model also gives franchise owners room to focus on their local market while the franchisor supports brand marketing, seasonal updates and new activities. “Franchisees save on the innovation costs because we are providing that,” Gouldstone says. “They just need to focus on having a good presence in the local community, including connecting with PTAs, schools, restaurants, companies and community groups.”
Experiential Retail Demand
Craft Loft is entering franchising as more people seek experience-based retail — places where they can spend time with friends, try something new, be creative and leave with a memory. According to Technavio, the experiential retail market was valued at $133.33 billion in 2025 and is projected to grow at a 14.9% compound annual growth rate from 2026 to 2030.
The trend is a natural fit for Craft Loft. Guests can make something by hand, shop for creative products and enjoy a fun, low-stress outing with friends, family or coworkers. Gouldstone believes the concept meets a real need. “Every town needs a Craft Loft,” she says.
For more information, visit the Craft Loft franchise website.
