Supadance
Supadance is a UK family-owned manufacturer founded in 1960 that handcrafts dance shoes and dancewear in Loughton, Essex, serving competitive dancers, teachers, hobbyists, and children worldwide via e-commerce and 100+ international dealers.
- Company typePrivate
- Founded1960
- HeadquartersBuckhurst Hill, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Supadance does
Supadance International Ltd is a UK-based, family-owned footwear manufacturer founded in 1960 by Barry Free and Mick Free, now in its third generation of family ownership. The company handcrafts dance shoes in a single workshop in Loughton, Essex, producing a comprehensive range of ballroom, Latin, practice, club, social dancing, line dance, and competition (Crystal Collection) shoes for men, women, and children, priced £79-£175, plus dancewear, accessories, and shoe care products. Its core technology centres on split-sole construction (SupaFlexi), curved cushioned heels for ballroom, a microfibre vegan sole alternative (SupaSole), and hand-set crystals for competition lines, with several proprietary models co-designed with world champions such as Michael Malitowski, Donnie Burns, and Darren Bennett.
The business model combines direct-to-consumer e-commerce (supadance.com) with a network of 100+ international dealers and a small UK Saturday retail shop, generating revenue primarily through one-time unit sales of handmade footwear, complemented by made-to-order customisations at a £25 surcharge (4-6 week lead time), vegan upcharges, and accessories. Customer segments span competitive professionals, dance teachers, social/hobbyist dancers, and children, served globally with UK, US, and international shipping via Royal Mail, Parcelforce, DHL, and UPS. The company has remained independent with no external funding, leveraging heritage, brand trust ('The Choice of Champions'), editorial credibility (Vogue, Barbie Movie, Burn the Floor, Shall We Dance), and an ambassador program of named professional dancers to defend its position in a niche specialty footwear market.
Supadance firmographics
Firmographics- Name
- Supadance
- Legal name
- Supadance International Ltd
- Website
- https://supadance.com
- Company type
- Private
- Founded year
- 1960
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Supadance is a UK family-owned manufacturer founded in 1960 that handcrafts dance shoes and dancewear in Loughton, Essex, serving competitive dancers, teachers, hobbyists, and children worldwide via e-commerce and 100+ international dealers.
- Ownership category
- akta.pro rank
Supadance industry classification
Industry- Product category
- Dance Footwear
- NAICS
- Footwear Manufacturing (3162), Shoe Retailers (45821)
- SIC
- Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Specialty Footwear Retail (Dance, Skate, Cleats, Bowling, etc.) (CRAAADAJ)
- akta.pro secondary industries
- Specialty & Orthopedic Footwear Manufacturing (Medical/Diabetic/Custom) (IMAOAIAI), Casual & Lifestyle Footwear (CRAAACAB)
Keywords
Where Supadance is headquartered
LocationHeadquarters
- HQ city
- Buckhurst Hill
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Supadance business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Dance Shoe Sales: Core revenue from selling handmade dance shoes. Products include ballroom, Latin, practice, club, social dancing, line dance, and sliders for women, men, and children. Both stock and made-to-order options available.
- Dancewear and Clothing: Sale of dancewear including practice skirts, tops, tracksuits, leggings, kimonos, and activewear made from recycled fabrics.
- Dance Accessories: Accessories including shoe care products (creams, brushes, polish), replacement soles and heel tips, shoe cases, dance towels, slippers, and tanning products.
- Custom and Bespoke Orders: Made-to-order custom shoes with options for custom colours, prints, crystals, special sizes, outdoor soles. Surcharge of £25 for custom variations. 4-6 weeks production time.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Men's Ballroom/Latin Shoes |
| Unit Pricing | Pay-as-you-go | Women's Ballroom/Latin Shoes |
| Unit Pricing | Pay-as-you-go | Practice/Club Shoes |
| Unit Pricing | Pay-as-you-go | Children's Dance Shoes |
| Unit Pricing | Pay-as-you-go | Dancewear and Accessories |
| Unit Pricing | Pay-as-you-go | Custom/Made-to-Order Surcharge |
| Unit Pricing | Pay-as-you-go | Vegan Options |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Supadance product offering
Product offeringCore offering
Supadance designs, manufactures, and sells handmade dance shoes (ballroom, Latin, practice, club, social, line dance, crystal, and slides) for men, women, and children, along with dancewear and accessories. The shoes are handcrafted in England with proprietary split-sole, SupaFlexi, and cushioned-heel technologies, and are sold direct-to-consumer and through a global network of 100+ international dealers, with made-to-order customisation available.
Product overview
Supadance is a specialist dance shoe manufacturer offering a comprehensive portfolio of handmade dance footwear and accessories. The core product lines include Ballroom and Latin dance shoes (for men, women, and children), Practice/Teaching shoes, Club/Beginner shoes, Crystal Collection competition shoes, Social Dancing shoes, Line Dance shoes, and Slides. The company also offers dancewear including tracksuits, leggings, kimonos, and practice skirts, plus accessories such as shoe care products (Supasole Brush, heel protectors), dance towels, slippers, and self-tan products for Latin dancers. A key differentiator is the Made-to-Order customization service allowing bespoke colors, materials, heel types, and crystal designs. Vegan alternatives using SupaSole microfibre are available across most styles. All shoes are handcrafted in England using traditional techniques, with over 60 years of manufacturing expertise.
Differentiator
Problem solved
Functional benefit
Products and services
- Ballroom Dance Shoes Traditional closed-toe dance shoes designed for ballroom dancing, featuring suede soles for floor grip and stability. Available in leather, patent, satin, and nubuck materials for men, women, and children. Priced £115–£175 for core styles.
- Latin Dance Shoes Open-toe sandal-style dance shoes designed for Latin dancing, featuring higher heels and split-sole flexibility. Available in multiple heel heights including Cuban, Flare, and Stiletto options. Priced £89–£175.
- Practice and Teaching Shoes Comfort-focused training shoes for practice sessions and teaching, often featuring split-sole design for flexibility and breathability. Includes styles such as Style 8899 and Style 8825. Priced £95–£135.
- Club and Beginner Dance Shoes Entry-level dance shoes designed for beginners and social dancers, offering comfort and ease of wear at accessible price points. Entry level from £89.
- Crystal Collection Dance Shoes Competition-grade dance shoes adorned with hand-set crystals for glamour and visual impact on the competition floor. Includes styles such as Style 1401 Crystallized Silver Coag.
- Social Dancing Shoes Versatile dance shoes designed for social dancing occasions, balancing style with comfort for extended wear at social events.
- Line Dance Shoes Specialised shoes designed for line dancing, featuring appropriate sole types and heel heights for this dance style.
- Slides (Slider Sandals) Flat slip-on slides for dancers to wear between rounds at competitions or during practice breaks. Includes glitter styles such as Style 7788 and Style 7089.
- Dancewear and Clothing Dance apparel including tracksuits (from £115), leggings (from £70, made with 81% recycled fabric), kimonos (£20), practice skirts (£35–£45), and practice tops designed for dancers.
- Made-to-Order Custom Shoes Bespoke shoe customisation service allowing customers to specify colours, heel types, fittings, crystal designs, and outdoor soles. Carries a £25 surcharge with 4–6 week production time and is non-returnable.
- Vegan Shoe Options Vegan sole and upper materials available on most styles using SupaSole microfibre alternatives to traditional suede. Priced at £25 extra with 4–6 week delivery.
- Dance Essentials Bundle Practical accessory kit for dancers including shoe case, dance towel, and dance slippers for competitions and practice.
- Suede Heel Protectors Heel protectors with suede base for improved floor grip and smoother movement. Available in multiple fittings including Slim, Flare, Contour, Stiletto, and Ultra Slim.
- Supasole Brush Softer shoe brush (from £7) designed to keep suede soles in top condition, and required for care of SupaSole microfibre vegan soles.
- Dance Towel Hand/neck towel (35 x 95cm) in 100% cotton, machine washable. Designed for use during competition heat. Priced at £8.
- SUPA Legging Active wear leggings made with 81% eco-conscious recycled fabric, designed to enhance dancers' bodies with moisture-wicking properties. Priced at £70.
- Tracksuit Style D Unisex black tracksuit with red trim, slim fitting design for practice and competition wear. Priced at £115.
- Super Brown Classic Self-Tan Professional self-tan liquid containing 7% DHA for long-lasting professional tan. Specifically formulated for Latin dancers. Made in Germany.
Quantifiable outcome
- 60+ years in business
- +2 more outcomes
Companies that use Supadance
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
Supadance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature5 records
Supadance partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- BraintreecorePayment processing provider for secure online transactions. Handles all card payments with encryption. Supadance never sees or stores full card details or CVV codes.
- Royal MailcorePrimary UK shipping provider. Offers tracked 48-hour and 24-hour delivery services. Returns labels provided via Royal Mail for UK customers.
- ParcelforcecoreUK next-day tracked delivery service for time-sensitive orders. Available as premium option alongside Royal Mail.
- DHL / UPScoreInternational express shipping partners for premium worldwide delivery. Used for express quotes and bulk orders.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Supadance competitors and assessment
Company assessmentDirect peers
- Sansha: Global dance shoe and apparel brand offering ballroom, Latin, ballet, and jazz shoes at competitive price points. Overlaps directly with Supadance's entry-level/club and social dancer segments.
- Capezio: Iconic US dance footwear and apparel brand offering ballroom, Latin, ballet, and tap shoes with broad DTC and dealer distribution. Directly comparable product mix and customer base to Supadance, with a much larger US market presence.
- Bloch: Australian-headquartered dance footwear and apparel maker covering ballet, ballroom, jazz, and Latin. Competes head-to-head with Supadance in dance-specialty retail globally and offers a comparable premium, dancer-focused product range.
- International Dance Shoes (IDS): UK-based dance shoe manufacturer producing ballroom, Latin, and practice shoes for professionals and social dancers. Competes directly with Supadance in the same dealer channels and on similar price points.
- Freed of London: Long-established UK handmade dance shoe maker with deep heritage, own London factory, and similar ballroom/Latin focus. Closest like-for-like UK competitor to Supadance on craftsmanship, heritage positioning, and target customers.
- So Danca: Dance footwear and apparel maker offering ballroom, Latin, ballet, and jazz shoes through global dealers. Directly competes with Supadance for the social/hobbyist dancer segment and dealer shelf space.
- Grishko: Russian-origin dance footwear brand with strong ballet heritage expanding into ballroom and character shoes. Overlaps with Supadance in Latin and character footwear for competitive dancers.
Emerging players
- Russian Pointe: US-based specialty maker focused on pointe and ballet footwear with crossover into ballroom/Latin styles. Comparable premium, dancer-centric positioning to Supadance.
- Wear Moi: French dancewear brand growing internationally across ballroom, Latin, ballet, and contemporary categories. Comparable target customer (dance professionals and students) and overlapping apparel/shoe mix.
Regional players
- American Dancewear: US-based dancewear retailer/distributor stocking multiple dance shoe brands and accessories. Comparable as a multi-brand channel partner rather than a direct manufacturer, relevant for understanding Supadance's US dealer positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Supadance social profiles
Digital presenceSupadance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Supadance leadership team
Management profileNumber of profiles
Profiles2 records
Supadance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Supadance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Supadance
What does Supadance do?
Supadance designs, manufactures, and sells handmade dance shoes (ballroom, Latin, practice, club, social, line dance, crystal, and slides) for men, women, and children, along with dancewear and accessories. The shoes are handcrafted in England with proprietary split-sole, SupaFlexi, and cushioned-heel technologies, and are sold direct-to-consumer and through a global network of 100+ international dealers, with made-to-order customisation available.
Is Supadance a public or private company?
Supadance is a private company. It is classified as family owned and is currently operating.
When was Supadance founded?
Supadance was founded in 1960. It employs 11 to 50 people.
Where is Supadance based?
Supadance is headquartered in Buckhurst Hill, United Kingdom, in the Europe region.
How does Supadance make money?
Four revenue lines are on record. Dance Shoe Sales are the primary driver. The others are dancewear and Clothing, dance Accessories and custom and Bespoke Orders.
Who are Supadance's main competitors?
Direct peers on record are Sansha, Capezio, Bloch, International Dance Shoes (IDS), Freed of London, So Danca and Grishko. Emerging players are Russian Pointe and Wear Moi. American Dancewear is listed as a regional player.
Does Supadance have an API?
No public API is recorded for Supadance.
What industry is Supadance in?
Supadance's product category is Dance Footwear. Its primary akta.pro industry code is CRAAADAJ, Specialty Footwear Retail (Dance, Skate, Cleats, Bowling, etc.), with a secondary code of IMAOAIAI, Specialty & Orthopedic Footwear Manufacturing (Medical/Diabetic/Custom). Its NAICS code is 3162 and its SIC code is 3140.