All about Dance

What All about Dance does

All About Dance, operating under the legal entity Discount Dance LLC (d/b/a Discount Dance Supply, Discount Dance, All About Dance), is a privately held, U.S.-domiciled (Yorba Linda, California) direct-to-consumer e-commerce retailer of dancewear and dance shoes. The platform at discountdance.com and allaboutdance.com carries an authorized assortment spanning ballet shoes, pointe shoes, jazz shoes, tap shoes, lyrical/modern, ballroom, and dance sneakers; apparel including tights, leotards, bodywear, warm-ups, team wear, and costumes; and accessories such as bags, hair accessories, jewelry, and pointe shoe accessories. The brand portfolio includes Capezio (the flagship line with 279+ SKUs), Bloch, Mirella, Bal Togs, Body Wrappers, Danskin, Leo's, Sansha, Wear Moi, Motionwear, Mariia, Double Platinum, Freed, Gamba, Russian Pointe, Gaynor Minden, Natalie, Theatricals, and Augusta Sportswear, positioning the company as a multi-brand specialty retailer rather than a private-label brand.

Name

All about Dance

Legal name

Discount Dance LLC

Website

https://allaboutdance.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

All About Dance (Discount Dance Supply) is an authorized multi-brand online dancewear and dance-shoe retailer serving individual dancers, dance teachers and studios, and dance teams, anchored by Capezio, Bloch, and 25+ other specialty brands.

Ownership category

akta.pro rank

Product category

Dancewear Retail

NAICS

Shoe Retailers (458210), Clothing and Clothing Accessories Retailers (4581), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Yoga, Pilates & Studio Wear Retail (CRAMACAE)

Keywords

• Dancewear retail
• Ballet shoes
• Dance apparel
• Pointe shoes
• Dance costumes

Headquarters

HQ city

Yorba Linda

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Dancewear and Dance Shoe Retail: One-time transaction-based retail sales of dancewear, shoes, accessories, and costumes. No subscription model. Customers purchase individual items at listed prices with periodic sales and promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

All About Dance (operating as Discount Dance Supply and Discount Dance LLC) is an online retailer of dancewear, dance shoes, and dance accessories sold through its e-commerce platforms at discountdance.com and allaboutdance.com. The company carries an extensive selection of brands including Capezio (279+ items), Bloch, Mirella, Bal Togs, Gaynor Minden, Freed, and others, and serves individual dancers, dance studios/teachers, and dance teams with products spanning ballet shoes, pointe shoes, jazz shoes, tap shoes, leotards, tights, warm-ups, costumes, and accessories.

Product overview

All about Dance (Discount Dance Supply) operates as an e-commerce platform specializing in dancewear, dance shoes, and dance accessories. The product portfolio centers on dance footwear including ballet shoes, pointe shoes, jazz shoes, tap shoes, lyrical/modern shoes, ballroom shoes, and dance sneakers. Dance apparel includes tights, leotards, bodywear, warm-ups, team wear, and performance costumes across multiple genres. The platform features a diverse brand portfolio including Capezio (the largest brand with 279+ items), Bloch, Mirella, Bal Togs, Augusta Sportswear, Mariia, Double Platinum, Theatricals, and over 25 additional dancewear brands. Beyond retail, the platform offers teacher-focused services including studio discount programs, dress code management tools, and teacher ID verification. Recently added Capezio Custom Logowear collection expanding the customization offerings. The business model combines discount pricing with a broad brand selection serving individual dancers, dance studios, and dance teams.

Differentiator

Problem solved

Functional benefit

Products and services

• Ballet Shoes Canvas and leather ballet shoes in full sole and split sole styles, including child-specific sizing, for ballet practice and performance. Sold to individual dancers, parents, and dance studios.
• Pointe Shoes Professional-grade pointe shoes for advanced dancers, including brand options from Capezio, Bloch, Freed, and Gaynor Minden.
• Jazz Shoes Slip-on and split sole jazz shoes in child and adult sizes for jazz dance practice and performance.
• Tap Shoes Lace-up, ribbon tie, and character tap shoes for tap dance, including children's sizes.
• Lyrical & Modern Dance Shoes Canvas and leather footwear designed for lyrical, contemporary, and modern dance movements.
• Ballroom Shoes Specialized ballroom footwear including Cuban heels, Latin rhythm shoes, and standard ballroom styles for men and women.
• Dance Sneakers Athletic-style footwear designed for dance fitness classes including Zumba.
• Tights Footed, convertible, stirrup, shimmer, fishnet, footless, plus size, and body tights in various styles.
• Leotards Leotards in camisole, tank, short sleeve, 3/4 sleeve, long sleeve, and halter styles for practice and performance.
• Bodywear Tops, shorts, dresses, skirts, tutus, pants, leggings, unitards, and performance wear for dance.
• Warm-Ups Jackets, hoodies, knitwear, sweat pants, and wraps for keeping warm during dance practice.
• Team Wear Coordinated uniforms and costumes for dance teams, cheerleading, and gymnastics squads.
• Dance Costumes Recital costumes and performance wear across genres including acro, ballet, ballroom, hip-hop, tap/jazz, and tiny dancers.
• Dance Accessories Bags, hair accessories, jewelry, hats, socks, foot care products, and pointe shoe accessories.
• Teacher Program A B2B program offering dance teachers and studios 8% discounts, dress code list creation tools, teacher ID verification, and student tracking for coordinated dancewear purchases.
• Gift Registry / Wish List Wish list and gift registry functionality that allows customers to save and share desired dance products.
• Capezio Custom Logowear Collection Customizable logo-branded dancewear and apparel from Capezio, available through the platform for studios, teams, and individual dancers.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• CapeziocoreChannel Partner/ Reseller/ DistributorMajor brand partnership - Discount Dance is an authorized reseller of Capezio dancewear and shoes. Capezio products are prominently featured across the site with 279+ items listed.
• BlochcoreChannel Partner/ Reseller/ DistributorKey brand partnership - Bloch dancewear and shoes are sold through Discount Dance's platform.
• Augusta SportswearminorChannel Partner/ Reseller/ DistributorSportswear brand providing team wear and activewear sold through the site.
• TheatricalsminorChannel Partner/ Reseller/ DistributorDancewear brand featured in sales and trending sections of the website.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Body Wrappers: Body Wrappers is a long-standing US dancewear manufacturer brand carried by Discount Dance, and competes directly at the brand-DTC and wholesale tiers with apparel, tights, and warm-ups in the same price points.
• Gaynor Minden: Gaynor Minden is a premium pointe shoe brand carried by Discount Dance that also sells direct to consumers and studios, competing at the high end of the pointe shoe category where Discount Dance earns its deepest assortment credibility.
• Bloch: Bloch is a premium dancewear and pointe shoe brand sold through Discount Dance as a key partner, while also running its own brand-direct e-commerce site globally that competes for the same advanced dancer and studio customers.
• Amazon: Amazon is a broad incumbent that disintermediates specialty dancewear retailers through its marketplace, undercutting price on commodity dance accessories, tights, and entry-level shoes where brand authenticity matters less to the buyer.
• Capezio: Capezio is both a core brand partner (279+ SKUs on Discount Dance) and a brand-direct competitor via capeizio.com, selling the same dancewear and shoes directly to consumers and studios with a Custom Logowear offering that Discount Dance recently began reselling.
• lululemon: lululemon competes at the studio-wear and dance-adjacent activewear tier with much larger paid-media spend and brand awareness, encroaching on Discount Dance's leotards, leggings, and warm-ups category among adult dancers.

Direct peers

• The Dance Shop: The Dance Shop is an online dancewear retailer with overlapping brand assortment (Capezio, Bloch, etc.), serving individual dancers, parents, and studios in the same niche as Discount Dance.
• Dancewear Solutions: Dancewear Solutions is the closest direct competitor to All About Dance, operating an online specialty store carrying Capezio, Bloch, and other major dancewear brands with a similar Teacher/Studio program, free-shipping thresholds, and competitive discount positioning.

Emerging players

• Athleta: Athleta (Gap Inc.) competes for the studio-wear and activewear portion of dance apparel with brand strength and marketing scale that Discount Dance cannot match, particularly for adult dancers and crossover athletic-to-dance consumers.
• Mariia Dancewear: Mariia is a premium contemporary dancewear brand carried by Discount Dance and sold through its own brand-DTC site, competing for the same advanced contemporary/leotards customer with overlapping assortment and similar price positioning.

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCjWFFYJ37tmoFHRO1ZofyNQ
• Facebookfacebook.com/discountdance
• Instagraminstagram.com/discountdance
• TikToktiktok.com/@discountdance
• Pinterestpinterest.com/discountdance
• LinkedInlinkedin.com/company/all-about-dance

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 All about Dance