The Covery, a boutique wellness spa focused on post-workout recovery, stress relief and self-care, plans to expand into New Jersey.
Under a newly signed territory development deal with brothers Fred and Steve Vicario, the brand expects to open its first location by the end of 2023 in Cherry Hill, followed by additional sites in Camden, Burlington, Hunterdon, Gloucester and Somerset counties, according to The Covery.
The brothers – who have a combined 49 years of franchising experience with ventures such as Hand & Stone Massage and Facial Spa, Cherry Blow Dry Bar, The Goddard School and Maaco Collision Repair & Auto Painting – also purchased the master area rights for Pennsylvania and Delaware.
Altogether, the Vicarios will bring 30 locations to the three states, though a spokesperson said it is still being determined how many of those sites will be in New Jersey.
“We work so well together because we both understand the roles we play in achieving overall success,” Steve Vicario said. “Our collaboration enables us to capitalize on each other’s strengths, providing mutual support and accomplishing our business objectives. We are excited to partner with The Covery and bring its revolutionary wellness concept to the Northeast, helping communities cultivate a well-rounded approach to health.”
Founded four years ago in Baton Rouge, La., The Covery’s offerings are designed to boost immunity, reduce body aches and pain and reshape the body.
Services – which are medically supervised by licensed professionals – include:
Additionally, each location is staffed and managed by a medical team.
The brand – which currently has six stores open – has 15 new franchises in development, several resort licenses in place and expects to sell an estimated 100 locations by the end of 2023.
The Covery is also interested in attracting multiunit franchise partners, with an initial franchise fee of $39,500 for the first location.
Tatum Crews, chief executive officer of The Covery, said in a statement, “Both Steve and Fred’s impressive backgrounds in the wellness and franchising industries make them incredible assets to our brand. Collaborating with them will help propel The Covery toward our mission of providing cities throughout the U.S. with the restorative wellness they need to live their best lives.”
She added, “We know we can count on their expertise to identify quality franchisees committed to supporting communities in Pennsylvania, Delaware and New Jersey in leading more balanced lives.”