Once Upon A Child®, the leading children’s clothing and accessories retail resale concept, continues to support local families on Madison's west side at 255 Junction Rd. The brand is known for providing local parents with a place that not only puts cash back into their pockets, but sells gently used children’s clothing, shoes, toys, accessories and equipment for less.

With a focus on being a sustainable shopping resource for local families, the new Once Upon A Child in Madison opened on Jan. 23. Once Upon A Child is part of Winmark - the Resale Company®, a unique national retail resale franchise that focuses on sustainability, small business formation and providing Resale for Everyone®.

Local resident Jessica Rennison is thrilled to be bringing another Once Upon A Child location to Madison, with the support of her fiancé, Brian Small. After losing her father, Rennison began to look into business opportunities, inspired by his strong work ethic and generosity. Opening Once Upon A Child felt like a natural choice for Rennison, aligning with her passion for sustainability and her own experiences as an avid resale shopper for her two children. She appreciates Once Upon A Child as a valuable resource and hopes Once Upon A Child Madison – West provides the same benefits to families in the community.

“Keeping up with growing children is challenging, but resources like Once Upon A Child make shopping for new clothes and accessories affordable and convenient,” said Rennison. “I’m honored to open this store in my dad’s memory and to offer families in our community a sustainable and budget-friendly shopping option.”

Once Upon A Child’s unique retail resale concept allows for clothing, toys and accessories for kids to end up in someone else’s house rather than thrown into a landfill, providing a resource for new or existing parents who are looking to update their children’s closet on a budget and in a mindful environmental manner.

Unlike a typical consignment store, Once Upon A Child does not require appointments and pays on the spot for items it purchases from consumers. At Once Upon A Child families are able to buy necessities for their children at great values, and turn their gently used items into cash.

In addition, Once Upon A Child ensures that all products purchased and sold meet mandatory and voluntary safety standards. Staff members stay up-to-date on current recalled items, immediately pulling all recalled products from shelves and making sure all items purchased are safety-checked to meet current standards.

For questions on the buying process or store hours, the new Once Upon A Child can be reached at (608) 841-1233 or  https://onceuponachild.com/locations/madison-wi-west/.