The Juilliard Store

What The Juilliard Store does

The Juilliard Store is the official retail operation of The Juilliard School, a nonprofit performing arts conservatory. It sells performing arts products directly to consumers through two channels: a Shopify-powered e-commerce website (juilliardstore.com) shipping globally with free domestic ground shipping on orders over $100, and a physical retail showroom at 144 West 66th Street in Manhattan open Monday through Saturday. The product catalog is organized into six core categories — Sheet Music, Music Accessories, Books, Apparel, Gifts and Accessories, and Textbooks — spanning keyboard, string, brass, woodwind, vocal, and chamber repertoire, instrument supplies (strings, reeds, rosin, mutes, batons, manuscript paper, music stands, tuners, metronomes), performing arts textbooks (with dedicated Fall 2025 and Spring 2026 collections and downloadable PDF textbook lists), and officially branded Juilliard merchandise ranging from apparel and graduation items to plush toys and custom accessories.

The underlying technology is a standard Shopify storefront with category-based navigation and a newsletter signup for sales and event communication. There are no proprietary technology features, no API surface, and no mobile application; the customer experience is self-serve browsing and purchasing on the web plus walk-in retail. Pricing is fixed retail per product with occasional sale and clearance pricing, and the price range spans approximately $0.75 for clearance pins/buttons to $150 for higher-end items such as lawn signs. Proceeds from sales are directed to the Juilliard Scholarship Fund, making the store both a commercial operation and a fundraising channel for the parent institution.

The business model is a one-time-purchase direct-to-consumer retail model serving five primary customer segments: Juilliard students and music students generally (textbooks, sheet music, supplies), Juilliard alumni (branded merchandise and apparel), accepted students (orientation supplies), children and families (kids' books, apparel, toys), and music educators and lifelong learners (pedagogy, professional development, and methodology materials). Marketing is limited to email newsletter announcements of sales and events and organic demand driven by the Juilliard brand. The store does not publish revenue or transaction metrics and operates without disclosed venture or private equity ownership, consistent with its role as an internal fundraising-aligned retail operation of the conservatory.

Name

The Juilliard Store

Legal name

Juilliard Store

Website

https://thejuilliardstore.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

The Juilliard Store is the official direct-to-consumer retail operation of The Juilliard School, selling sheet music, music accessories, textbooks, branded apparel, and performing arts gifts via a Shopify e-commerce site and a Manhattan retail showroom, with proceeds supporting the Juilliard Scholarship Fund.

Ownership category

akta.pro rank

Product category

Performing Arts Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Sports, Concert & Venue Gift Shops (CRALAJAH)

Keywords

• Performing arts retail
• Sheet music sales
• Music accessories
• Branded apparel
• Academic textbooks

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Retail Product Sales: The Juilliard Store generates revenue through direct sales of sheet music, musical supplies, textbooks, books, and branded performing arts-themed merchandise. Products are sold at fixed prices with occasional sales and discounts. Proceeds support the Juilliard Scholarship Fund.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

The Juilliard Store is a direct-to-consumer retailer that sells sheet music, music accessories, performing arts textbooks, books, official Juilliard-branded apparel, and performing arts-themed gifts and merchandise. Products are sold at fixed retail prices through a Shopify-powered e-commerce website and a Manhattan retail showroom. Proceeds from sales support the Juilliard Scholarship Fund.

Product overview

The Juilliard Store is an e-commerce platform that operates as a single unified store offering a comprehensive portfolio of performing arts-related products. The core offerings include Sheet Music (covering Keyboard, Strings, Brass, Woodwinds, Chamber, Vocal, Scores, Jazz and Pop, Percussion, and Holiday music), Music Accessories (instrument strings, string accessories, woodwind and brass accessories, and general accessories like batons, manuscript paper, music stands, tuners, and metronomes), Books (spanning Business and Career Guides, Biographies, Dance, Drama, Essays, Fiction, Jazz, Kids, Practice and Performance, Reference, Visual Art, Elements of Music, Instrument Books, and Vocal materials), Apparel (official Juilliard-branded clothing for students, alumni, adults, and kids including a Sustainable Collection), Gifts and Accessories (branded merchandise including bags, blankets, drinkware, jewelry, toys, graduation items, and alumni-specific products), Textbooks (academic textbooks for Juilliard students), and a Clearance section offering discounted items across all categories. The store supports The Juilliard Scholarship Fund through its proceeds.

Differentiator

Problem solved

Functional benefit

Products and services

• Sheet Music Comprehensive collection of sheet music spanning Keyboard, Strings, Brass, Woodwinds, Chamber music, Vocal scores, Jazz and Pop, Percussion, Holiday music, Scores (Full, Study, Facsimiles, Critical Reports), and a Lifelong Learners' Collection, for music students and performers across all disciplines.
• Music Accessories
• Books
• Apparel
• Gifts and Accessories
• Textbooks

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• J.W. Pepper: Long-established retailer of sheet music, method books, and choral/instrumental music serving schools, churches, and individual musicians. Comparable because it shares the institutional/academic customer overlap and competes in the same printed-music categories.
• Sheet Music Plus: Large online sheet music and music book retailer carrying print music, method books, and accessories across all instrument families. Directly comparable because it competes head-to-head with the Juilliard Store's sheet music, book, and accessory catalog, including for music students and educators.
• Musicnotes.com: Largest digital sheet music retailer offering downloads across all instruments and vocals. Comparable because it serves the same music-student and educator use cases for sheet music, even though it sells digital rather than print inventory.
• Theodore Presser Company: Sheet music publisher and retailer focused on classical and educational printed music. Comparable because it serves the same conservatory-trained musician customer base with curated, education-oriented sheet music and books.

Broad incumbents

• Sweetwater: Largest online retailer of musical instruments, pro audio, and music accessories with strong educator/student programs. Comparable because it serves the same musician/student customer base for music accessories, books, and gear, but with much broader catalog.
• Amazon: Mass-market online retailer carrying books, sheet music, music accessories, apparel, and gifts across virtually every category. Comparable because it competes directly on price, selection, and shipping speed for the Juilliard Store's non-branded categories.
• Hal Leonard: Major sheet music publisher and retailer with the deepest catalog of print music, method books, and educational materials. Comparable because it dominates the same categories the Juilliard Store competes in, but operates at much larger scale as publisher-retailer.
• Barnes & Noble: National bookstore chain with strong music, performing arts, and gift assortments plus a college bookstore program. Comparable because it competes for the same music-book buyers and gift-shop traffic, with overlapping physical-retail-plus-ecommerce model.

Regional players

• School Specialty: K-12 and higher-education supplies distributor carrying textbooks, classroom supplies, and some performing arts materials. Comparable because it serves academic institutions with textbook and supply purchasing, mirroring the Juilliard Store's textbook and school-supply function.

Others

• University of Music & Performing Arts Vienna Shop / Berklee Online Store: Performing arts conservatories (e.g., Berklee, NEC, Royal College of Music) operating official retail stores similar in concept to the Juilliard Store. Comparable because they replicate the same model of selling branded merchandise, apparel, and educational supplies tied to a prestigious music institution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/juilliardstore
• Facebookfacebook.com/juilliardstore
• LinkedInlinkedin.com/company/the-juilliard-store

Revenue estimate

Valuation estimate

Number of profiles

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 The Juilliard Store