Wet-seal CEO Robert Cameron joins the podcast to share how the brand is successfully transitioning long-term applicators into franchise owners through a “work-to-own” pathway.

With many franchisees nearing retirement and challenges finding new candidates, Wet-seal began offering committed team members a chance to buy split territories — creating smoother transitions and faster ramp-ups.

Robert explains how this model reduces risk, shortens training, and gives applicators a real career path while maintaining strong support around finance, operations, and business readiness. With nine territories already converted and more planned, this approach is becoming a key growth strategy for the brand.

0:00 Introduction

0:18 What does Wet-seal actually do

1:02 The “work-to-own” concept: what is it and how did it start? 

01:52 How Wet-seal’s aging franchise base triggered a new pathway 

03:19 How splitting large territories created new owners

4:54 Is the “work-to-own” method now formalized in the sales process?

5:25 How the applicator pathway compares to a traditional franchise buyer 

6:20 How the rest of the network reacted to this ownership model

7:13 Handling concerns about “poaching” staff from existing franchisees

8:24 The shift from applicator to business owner: training, support & early-stage adjustments

11:20 Wrap up

Podcast Produced by:  www.franchisebusinesshub.com.au

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YouTube: https://youtu.be/8ABkuMiPvnY