What Ray Rose does

Ray Rose is a UK-based specialty dance footwear manufacturer and direct-to-consumer retailer, operating from West Thurrock and serving competitive, social, and theatrical dancers. Its catalog spans approximately 175 products across Latin, Ballroom, Salsa, practice, men's, children's, accessories, and theatrical shoe categories, with prices ranging from €45 for ancillary items up to €324 for premium performance pairs.

The company's product strategy emphasizes co-developed signature lines with high-profile competitive dancers, including the PB111 Bosco trainer with 7-time World Champion Paolo Bosco, the 985A Sinai with 5-time World DanceSport Champion Claudia Koehler, and additional signature models with Tania Cannarsa, Karen Forcano, and Pacurar Andra. These collaborations anchor the brand within the professional Latin and Ballroom circuit and provide product credibility with serious amateur and competitive dancers.

Ray Rose runs a direct-to-consumer e-commerce model with multi-currency support across EUR, USD, and GBP, indicating established cross-border distribution to European and North American dance markets. The brand is associated with major televised dance competitions including "Strictly Come Dancing" and "Dancing With The Stars", as well as West End and Broadway Productions, which serve as both endorsement channels and likely wardrobe supply relationships. The firm operates with 1-10 employees under CEO Benjamin Finbow, with no disclosed funding rounds or external capital, consistent with a founder-led specialty manufacturer that has operated for roughly three decades.

Name

Ray Rose

Legal name

Ray Rose Ltd.

Website

https://rayrose.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Ray Rose is a UK-based specialty dance footwear manufacturer and DTC retailer based in West Thurrock, producing Latin, Ballroom, Salsa, and theatrical shoes across 175+ SKUs and selling direct to dancers internationally in EUR, USD, and GBP.

Ownership category

akta.pro rank

Product category

Dance Footwear

NAICS

Footwear Manufacturing (3162)

SIC

Footwear, (No Rubber) (3140)

akta.pro primary industry

Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK)

akta.pro secondary industry

Children’s & Baby Footwear (CRAAACAF)

Keywords

• Handcrafted dance shoes
• Latin ballroom footwear
• Salsa dance shoes
• Theatrical dance footwear
• Practice dance shoes

Headquarters

HQ city

West Thurrock

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Dance Shoe Sales: One-time purchase revenue from selling handcrafted dance shoes directly to consumers through e-commerce. Products include ladies', men's, and children's dance shoes for Latin, Ballroom, Salsa, theatrical, and practice use.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Ray Rose manufactures and sells handcrafted dance shoes for Latin, Ballroom, Salsa, theatrical, practice, and children's use. The company distributes directly to consumers worldwide through its e-commerce website, offering ladies', men's, and children's lines plus accessories such as heel tips, protectors, and brushes.

Product overview

Ray Rose is a manufacturer of high-quality, hand-crafted dance footwear operating for over 30 years. The product portfolio centers on dance shoes for competitive and professional use across multiple categories: Ladies' Latin and Ballroom shoes, Men's Latin and Ballroom shoes, Practice/Training shoes, Children's dance shoes, Theatrical/Character shoes, and Dance boots. Products feature specialized construction including antibacterial linings, latex orthotic socks with arch and metatarsal support, non-slip heel tips, and various heel types (Cuban, Flared, Stiletto, Contour). The company also offers care accessories (heel tips, protectors, brushes) and operates a clearance sale channel. Their shoes are worn by World Champions and featured on Strictly Come Dancing and Dancing With The Stars.

Differentiator

Problem solved

Functional benefit

Products and services

• Ladies Latin Dance Shoes Handcrafted women's dance shoes designed for Latin American styles including Salsa, Bachata, and Mambo. Available in various heel types (Cuban, Flared, Slim, Straight, Stiletto), with antibacterial lining, latex orthotic sock with arch support, and options in satin, leather, suede, and patent finishes.
• Ladies Ballroom Dance Shoes Women's Standard Ballroom dance shoes in flesh satin, leather, and lustre finishes with non-slip heel tips, sports-grade heel support, latex inner socks with metatarsal and arch support, and pointed or round toe shapes.
• Men's Latin Dance Shoes Handcrafted men's dance shoes for Latin American styles featuring Pro-Glide Impact, Contour, Signature, and Salsa heel options; flexible construction with antibacterial properties; available in leather, suede, and patent finishes.
• Men's Ballroom Dance Shoes Men's Standard Ballroom dance shoes for professional and competitive dancing with non-slip heel tips, enhanced heel support, latex inner sock with arch support; available in leather, patent, and suede.
• Practice Dance Shoes Training and practice dance shoes for all levels, featuring split sole design, arch support, impact heels, and antibacterial lining. Available in leather, suede, and mesh combinations with various heel heights; prices range from approximately €75 to €200.
• Children's Dance Shoes Dance footwear designed specifically for young dancers, including girls' Latin American sandals with T-bar straps, knot/strap configurations, diamante buckles, and specially developed insoles for arch support; boys' options in various sizes; prices range from €45 to €87.
• Theatrical Dance Shoes Character and theatrical dance shoes including the Katharos (Black Calf Leather with elastic gussets), Rachel (Hook Buckle with Pyramid Rubber Sole), Crystal (Quick Release Hook Buckle), and Can-Can Boot. Designed for stage productions, musical theatre, and character roles.
• Dance Boots Specialized dance boots including the Eclipse Line Dancing Boot (Dark Tan Leather) and Military Dance Boot (Black Leather), featuring pyramid grip soles, side zips, contoured arches, and antibacterial lining for extended stage wear. Can-Can Boot priced at €295-€324 and Dance Military Boot at approximately €183-€234.
• Dance Shoe Accessories Care and fitting accessories including Heel Tips (anti-slip material, from €2.08), Heel Protectors (Normal Base and Suede Base options, from €2.92), Wooden Shoe Brush (€7.14), and Sandal Slim Fit Converters (cushioned inserts for converting medium to slim fitting, €6.50).
• Clearance Sale Discounted and discontinued dance shoe styles including clearance versions of Ladies' Latin, Ladies' Ballroom, and Children's shoes at 30-60% off original prices, with items available from $17.35 delivery.

Quantifiable outcome

• Shoes worn by World Champions and featured on major TV dance shows
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Claudia KoehlercoreStrategic or Co-development Partner5-time World DanceSport Champion who collaborated with Ray Rose to design the 985A Sinai Ladies Standard Ballroom Dance Shoes. This partnership brings professional dancer expertise to product design.
• Paolo BoscocoreStrategic or Co-development PartnerWinner of 7 world champion titles who collaborated with Ray Rose to design the PB111 Bosco trainer-based teaching and practice shoe. Features Neoprene technology for a supportive fit.
• Tania CannarsaminorStrategic or Co-development PartnerLegend in the world of Salsa known for natural smoothness and mambo style dancing. Developed the 824-X Tania Ladies Latin Dance Shoe in conjunction with Ray Rose.
• Karen ForcanominorStrategic or Co-development Partner5-time world champion of salsa Caribbean cabaret and WORLD LATIN DANCE CUP who wears the 820 Blizzard Latin dance shoe. Represents Ray Rose at competitions.
• Pacurar AndraminorStrategic or Co-development PartnerWDSF Latin world champion who wears the 816 Medusa Ladies Latin Dance Shoes. Represents Ray Rose at professional competitions.
• Strictly Come DancingcoreOthersMajor UK television dance competition show where Ray Rose dance shoes have appeared, providing significant brand visibility.
• Dancing With The StarscoreOthersInternational television dance competition show where Ray Rose dance shoes have appeared, providing global brand visibility.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Sansha: Dancewear and footwear manufacturer producing ballet, jazz, and ballroom/Latin dance shoes. Broader incumbent with global distribution and a wider product portfolio spanning multiple dance genres.
• Grishko: Russian-founded manufacturer of ballet, character, and dance performance shoes with worldwide distribution. Comparable as a specialist dance footwear manufacturer but with stronger ballet focus and broader geographic reach than Ray Rose.
• Capezio: Established US-based dance footwear and apparel brand with broad distribution across ballet, tap, jazz, ballroom, and Latin. Larger incumbent with substantially wider product range, retail presence, and marketing budget than Ray Rose.
• Bloch: Global dance footwear and apparel brand founded in Australia, offering ballet, jazz, contemporary, and ballroom/Latin styles. Broad incumbent with international distribution and a comparable premium positioning in dance performance footwear.

Direct peers

• International Dance Shoes: UK-based manufacturer specializing in handmade Latin, ballroom, and salsa dance shoes sold direct to dancers worldwide. Closest direct competitor to Ray Rose in product mix, channel strategy, and target customer.
• Wear Moi: Dancewear and footwear brand offering Latin, ballroom, and practice shoes aimed at competitive dancers. Direct peer with overlapping product categories and similar premium positioning in the dance performance segment.
• So Danca: Dance apparel and footwear brand offering Latin, ballroom, and practice shoes. Direct peer with comparable product categories, mid-to-premium price positioning, and similar target market of competitive and social dancers.
• Supadance: UK-based dance shoe manufacturer producing handmade ballroom, Latin, and practice shoes. Direct competitor with overlapping product range, similar premium positioning, and shared emphasis on professional dancer endorsements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RayRoseDanceShoes
• Instagraminstagram.com/rayrosedanceshoes
• Xx.com/RayRoseLtd
• LinkedInlinkedin.com/company/ray-rose-ltd

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 Ray Rose