Motionwear

What Motionwear does

Motionwear is a US-based premium dancewear and activewear company that has operated for over 30 years, headquartered in Church Hill, Tennessee under the corporate entity Dunlap Sunbrand International. The company designs and manufactures its apparel primarily in the United States, offering a portfolio that includes the core Motionwear brand (leotards, dance basics, leggings, tops, shorts, undergarments, and accessories), the FORM sustainable sub-brand (fashion leotards and two-piece sets from upcycled materials), and the Honey Cloudz brand. Product differentiation is anchored in proprietary fabric technologies including Silkskyn (an exclusive moisture-wicking microfiber), Dri-Line (polyester/Spandex blend), ClassWear Cotton, Tencel, and Shine On finishes.

The company's technology stack centers on a BigCommerce-powered direct-to-consumer e-commerce storefront, supplemented by a wholesale distribution channel through exclusive retail dealer partners and the Faire B2B marketplace. Pricing is unit-based, with standard leotards priced at $26-$56 and premium/streetwear items ranging up to $68, with free shipping on orders over $250 within the continental US. International shipping extends to Canada, Mexico, South America, Europe, and Australia.

Motionwear serves three primary customer segments: individual dancers and dance studio consumers (recurring SMB and consumer purchases), retail dealers who purchase wholesale for resale, and institutional customers including the Boston Ballet School (which designates Motionwear Dance Basics as required apparel). The go-to-market motion combines self-serve DTC e-commerce, B2B wholesale relationships, and the Models in Motion brand ambassador program that drives organic social media marketing across Instagram, Facebook, Twitter, and Pinterest. Revenue is generated entirely through one-time product sales across all three channels, with no subscription or recurring component.

Name

Motionwear

Legal name

Motionwear

Website

https://motionwear.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

Motionwear is a US-based premium dancewear and activewear manufacturer operating for over 30 years, designing leotards, leggings, tops, and streetwear primarily made in the USA using proprietary fabrics like Silkskyn. The company sells through DTC e-commerce, wholesale dealer partners, the Faire marketplace, and institutions like Boston Ballet School.

Ownership category

akta.pro rank

Product category

Dance Apparel

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industry

Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers) (IMAOAFAJ)

Keywords

• Dance apparel
• Leotards
• Activewear manufacturing
• Dancewear accessories
• Athletic clothing

Headquarters

HQ city

Bristol

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through motionwear.com website. Customers purchase individual items at listed prices with options for various colors and sizes. One-time purchase model with no subscription component.
2. Wholesale to Retail Dealers: B2B wholesale sales to retail dealer partners who purchase at discounted wholesale pricing to resell to end consumers. Includes access to dealer direct discounts and members-only catalogs.
3. Wholesale via Faire Marketplace: Wholesale opportunities facilitated through the Faire B2B marketplace platform for connecting with retail buyers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Motionwear designs, manufactures, and sells premium dance apparel and activewear including leotards, leggings, tops, bottoms, unitards, and accessories under its Motionwear, FORM (sustainable line), and Honey Cloudz brands. Products are primarily made in the USA using proprietary fabrics such as Silkskyn and Dri-Line, sold directly to consumers via motionwear.com and to retail dealers through wholesale channels.

Product overview

Motionwear is a premium dance and activewear company offering a multi-brand portfolio including the Motionwear main brand (dance basics and leotards), FORM (sustainable dancewear from upcycled materials), and Honey Cloudz. The company primarily designs and manufactures its apparel in the USA, featuring exclusive innovative fabrics like Silkskyn, Dri-Line, and Tencel. Product categories include leotards (various styles: camisole, halter, tank, long/short sleeve), dance bottoms (leggings, shorts, skirts, capris, pants), tops (bra tops, crop tops, tank tops), underwears, accessories (tights, socks, legwarmers, hair scrunchies), streetwear, two-piece sets, unitards, and men's dance apparel. Motionwear serves both retail consumers and wholesale/retail dealer partners, with products required apparel for the Boston Ballet School.

Differentiator

Problem solved

Functional benefit

Brands

• FORM: Sustainable dancewear line crafted from upcycled materials, including fashion leotards and two-piece sets.

Products and services

• Motionwear (Main Brand) The primary brand offering premium dance apparel including leotards, dance basics, and activewear designed and sewn in the USA for dancers, performers, and athletes.
• FORM A sustainable dancewear line crafted from upcycled materials, including fashion leotards and two-piece sets designed with style and environmental responsibility.
• Honey Cloudz Additional dancewear brand in Motionwear's portfolio.
• Leotards Dance leotards in various styles including camisole, halter/wide strap, long sleeve, short sleeve, and tank designs for dancers and performers.
• Bottoms Dance bottoms including capris, leggings, pants, shorts, and skirts for dancers and active individuals.
• Tops Dance tops including bra tops, crop tops, and tank tops for performers and athletes.
• Underwears Dance undergarments including convertible strap bras, trunks, and leotard accessories.
• Accessories Dance accessories including hair scrunchies, tights (fishnet, footed nylon, convertible, shimmer), knee high socks, and legwarmers.
• Streetwear Activewear designed to transition from dance studio to street, including hoodies, joggers, and crop tops.
• Two Piece Sets FORM brand fashion two-piece sets combining style with sustainability for dance and active wear.
• Unitards and Biketards Full-body dance garments combining top and bottom in one piece for performers.
• Men's Dance Apparel Men's dance apparel including tight pants and jazz pants designed for male performers.
• Nutcracker Collection Holiday-themed dancewear collection featuring Nutcracker-inspired designs including hoodies and tank tops.

Quantifiable outcome

• Silkskyn products machine washable and dry three times faster than cotton
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Boston Ballet SchoolcoreStrategic or Co-development PartnerMotionwear provides wholesale discounts on Dance Basics, which are required apparel for the Boston Ballet School. This partnership establishes Motionwear as an approved supplier for a prestigious ballet institution, providing credibility and volume wholesale business.
• FairecoreChannel Partner/ Reseller/ DistributorMotionwear utilizes Faire marketplace for wholesale opportunities, connecting with retail dealers who want to stock Motionwear products. The wholesale link redirects to motionwear.faire.com.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Capezio: Capezio is a heritage dancewear and dance footwear brand offering leotards, tights, shoes, and activewear. It is a direct competitor to Motionwear in the dance apparel category with overlapping institutional and consumer customers.
• Sansha: Sansha is a dancewear manufacturer offering leotards, tights, and ballet apparel at multiple price points. It is a direct peer competing in the same dance apparel category, particularly in ballet and contemporary.
• Leo's Dancewear: Leo's Dancewear is an online dancewear retailer carrying leotards, tights, shoes, and accessories from multiple brands. It competes with Motionwear for DTC dancewear consumers.
• Wear Moi: Wear Moi is a dancewear and activewear brand offering leotards, separates, and training apparel. It is a direct competitor serving similar dancers, studios, and competition markets.
• Bloch: Bloch is a leading global dancewear and dance footwear brand producing leotards, warm-ups, and ballet apparel. It competes directly with Motionwear across core leotard and dance basics categories.
• Eurotard: Eurotard produces dancewear including leotards, tights, and warm-ups for studio and performance use. It directly overlaps with Motionwear's core leotard and activewear assortment.
• Discount Dance Supply: Discount Dance Supply is one of the largest online retailers of dancewear, selling branded and private-label leotards, tights, shoes, and accessories. It competes with Motionwear for both consumer and studio/dealer sales.

Broad incumbents

• Athleta: Athleta (a Gap Inc. brand) sells women's athletic apparel including leggings, bras, and training wear. It overlaps with Motionwear's athleisure and barre/fitness customer base.
• Nike: Nike is a global athletic apparel and footwear giant with dance, yoga, and training lines. It competes with Motionwear for the studio-to-street consumer, particularly through leggings, bras, and performance apparel.
• Lululemon: Lululemon is a premium athletic apparel brand with broad leggings, bras, and training categories that overlap with Motionwear's streetwear and activewear expansion. It competes for the same premium-active consumer wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/motionwear
• Facebookfacebook.com/motionwearapparel
• Instagraminstagram.com/motionwear
• LinkedInlinkedin.com/company/motionwear

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Motionwear