Dance Supplies Etc Inc

What Dance Supplies Etc Inc does

Dance Supplies Etc Inc is a privately held, family-owned specialty dancewear retailer founded in 1994 and operating from a single physical store in Severna Park, Maryland. The company positions itself as the largest dance supply store in Maryland, Washington DC, and Virginia, carrying more than 25,000 dance items in stock including pointe shoes from major brands (Bloch, Capezio, Gaynor Minden, Nikolay, Merlet, Mirella, R-Class, Russian Pointe, So Danca, Suffolk), leotards, tights, dance shoes spanning ballet, tap, jazz, and ballroom, liturgical dancewear, and accessories. Beyond retail, the store offers professional pointe shoe fittings and paid customization services such as ribbon sewing and cobbling, and runs a Partner Studio Program connecting with 22+ local dance studios for ongoing referral relationships and group orders.

The business operates a dual-channel model: a brick-and-mortar store open seven days a week that emphasizes personalized fitting service, immediate product availability, and a comfortable shopping environment, complemented by a 24/7 e-commerce store at dancesupplies.com that ships special orders for $8 via USPS Priority Mail. Revenue streams include one-time retail and online purchases, a free rewards program (1 point per dollar spent, points never expire), teacher discounts with verification, and volume-based group discounts for teams and organizations. Marketing relies on organic social channels (Instagram, Facebook, TikTok), email newsletters, brand-influencer collaborations (notably with Nikolay), and studio referrals rather than paid acquisition at scale.

There is no proprietary technology disclosed: the platform is a standard Wix-based storefront with no API, integrations, mobile app, or AI/ML capabilities referenced. The company employs between 11 and 50 people, has not raised institutional funding, and is controlled by the founding family with no parent company or subsidiary structure. Geographic reach is concentrated in the Mid-Atlantic United States, with no indication of multi-state retail expansion, wholesale distribution, or international operations.

Name

Dance Supplies Etc Inc

Legal name

Dance Supplies Etc Inc

Website

https://dancesuppliesetc.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Dance Supplies Etc Inc is a family-owned specialty dancewear retailer in Severna Park, Maryland, founded in 1994, selling 25,000+ dance items via a single retail store and e-commerce site to individual dancers, families, and 22+ partner dance studios across the Mid-Atlantic region.

Ownership category

akta.pro rank

Product category

Dancewear Retail

NAICS

Shoe Retailers (45821), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

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

akta.pro primary industry

Specialty Footwear Retail (Dance, Skate, Cleats, Bowling, etc.) (CRAAADAJ)

akta.pro secondary industries

Yoga, Pilates & Studio Wear Retail (CRAMACAE), Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care) (CRAAADAL)

Keywords

• Dancewear retail
• Pointe shoe fittings
• Ballet supplies
• Dance accessories
• Liturgical dancewear

Headquarters

HQ city

Arnold, Maryland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Physical retail store sales of dance supplies including dancewear, footwear, accessories. In-store purchases with no shipping fees and easier returns/exchanges. Store open Mon-Fri 10am-7pm, Sat 10am-5pm, Sun 12pm-4pm.
2. Online Store Sales: E-commerce sales through dancesupplies.com, operating 24 hours a day. Offers convenience of home shopping with some products available at discounted rates. Orders placed online with shipping fees ($8 for USPS Priority Mail for special orders).
3. Rewards Program: Customer rewards program where customers earn 1 point per dollar spent. Points can be redeemed for coupons ($5, $25, $75 off) and free items (tights). Program is free to join and points never expire. Encourages repeat purchases and customer retention.
4. Group and Studio Discounts: Volume-based discounts offered to dance teams, church groups, organizations, and dance studios. Discounts vary based on item type and quantity. Special orders placed for items not in stock with 5-10 business day turnaround.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Dance Supplies Etc. operates a physical retail store and online store selling dancewear, footwear, and accessories for ballet, tap, jazz, ballroom, liturgical, and other dance styles. The store carries 25,000+ items including pointe shoes from major brands (Bloch, Capezio, Gaynor Minden, Nikolay, Merlet, Mirella, R-Class, Russian Pointe, So Danca, Suffolk), leotards, tights, shoes, and accessories. Supporting services include professional pointe shoe fittings, ribbon/elastic sewing, and shank customization available without appointment.

Product overview

Dance Supplies Etc. operates as a physical retail store with both a physical location in Severna Park, MD and an online store. The company offers a comprehensive inventory of more than 25,000 dance items in stock, positioning itself as the largest dance supply store in Maryland, DC, or Virginia. The core product portfolio centers on dancewear and footwear, with an extensive selection of pointe shoes from major brands (Bloch, Capezio, Gaynor Minden, Nikolay, Merlet, Mirella, R-Class, Russian Pointe, So Danca, and Suffolk), leotards, tights, dance shoes (Ballet, Tap, Jazz, Ballroom), warmups, accessories, and liturgical dancewear. Supporting services include professional pointe shoe fittings (with no appointment required), pointe shoe sewing and customization services (ribbon/elastic sewing, elastic drawstrings, shank tacks, shank stiffeners), group fitting sessions, a customer rewards program (earn 1 point per dollar spent), an online store available 24/7, a Partner Studio Program for dance studios, and teacher/group discounts. The company also operates an online store accessible at dancesupplies.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Leotards
• Tights
• Dance Shoes (Ballet, Tap, Jazz, Ballroom)
• Dance Accessories
• Liturgical Dancewear
• Pointe Shoes (Multi-Brand Selection)
• Pointe Shoe Fittings
• Pointe Shoe Sewing and Customizations
• Group Pointe Shoe Fittings
• Customer Rewards Program
• Online Store (dancesupplies.com)
• Partner Studio Program
• Teacher Discounts
• Group Discounts Volume-based discounts for dance teams, church groups, and organizations ordering multiple items. Discounts vary based on item type and quantity; quotes provided on request.
• Special Orders Custom orders placed with manufacturers daily, generally taking 5-10 business days. Shipping available for $8 via USPS Priority Mail. Special orders are final sale.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

27 partnerships are on record, tiered minor and core.

• AACPS (Anne Arundel County Public Schools)minorGTM or Marketing PartnerPartner studio in the Partner Studio Program. Anne Arundel County Public Schools dance program receiving promotional support and discount benefits for students.
• Abundance DanceminorGTM or Marketing PartnerPartner studio located in Severna Park, MD. Receives promotional listing on Dance Supplies Etc. website and discount benefits for students.
• Academy Ballet School of AnnapolisminorGTM or Marketing PartnerPartner studio in Annapolis, MD. Included in Partner Studio Program with promotional support.
• Akmedova Ballet AcademyminorGTM or Marketing PartnerPartner studio in Silver Spring, MD. Part of Partner Studio Program network.
• All About Dance AcademyminorGTM or Marketing PartnerPartner studio in Pocomoke City, MD. Receives benefits under Partner Studio Program.
• Annapolis Dance AcademyminorGTM or Marketing PartnerPartner studio in Arnold, MD. Included in Partner Studio Program.
• Anne Arundel Community CollegeminorGTM or Marketing PartnerPartner educational institution in Arnold, MD with dance program.
• Artistic Movement Academy of DanceminorGTM or Marketing PartnerPartner studio in Glen Burnie, MD. Part of Partner Studio Program network.
• Arts n' MotionminorGTM or Marketing PartnerPartner studio in Odenton, MD. Included in Partner Studio Program.
• Athletic ArtsminorGTM or Marketing PartnerPartner studio in Crofton, MD. Receives promotional support through Partner Studio Program.
• B. Funk Dance CompanyminorGTM or Marketing PartnerPartner studio in La Plata, MD. Part of Partner Studio Program network.
• BCV Dance CenterminorGTM or Marketing PartnerPartner studio in Columbia, MD. Included in Partner Studio Program.
• Jamz Dance StudiominorGTM or Marketing PartnerPartner studio in Pasadena, MD. Receives benefits under Partner Studio Program.
• Jean Marie Dance StudiominorGTM or Marketing PartnerPartner studio in Berlin, MD. Part of Partner Studio Program network.
• Jeanette's School of DanceminorGTM or Marketing PartnerPartner studio in Glen Burnie, MD. Included in Partner Studio Program.
• Just DanceminorGTM or Marketing PartnerPartner studio in Alexandria, VA. Located in Virginia, expanding regional presence of Partner Studio Program.
• Kinetics Dance TheatreminorGTM or Marketing PartnerPartner studio in Ellicott City, MD. Part of Partner Studio Program network.
• L'ecole de DanseminorGTM or Marketing PartnerPartner studio in Annapolis, MD. Receives promotional support through Partner Studio Program.
• Les Cher Classical Ballet AcademyminorGTM or Marketing PartnerPartner studio in Crofton, MD. Included in Partner Studio Program.
• Level Dance ProjectminorGTM or Marketing PartnerPartner studio in Annapolis, MD. Part of Partner Studio Program network.
• Limitless Dance CenterminorGTM or Marketing PartnerPartner studio in Deale, MD. Included in Partner Studio Program.
• Making Moves Dance CompanyminorGTM or Marketing PartnerPartner studio in Beltsville, MD. Receives benefits under Partner Studio Program.
• Maryland Youth BalletminorGTM or Marketing PartnerPartner studio in Silver Spring, MD. Well-known regional dance institution included in Partner Studio Program.
• Metropolitan Ballet Theatre & AcademyminorGTM or Marketing PartnerPartner studio in Clarksburg, MD. Part of Partner Studio Program network.
• Jeri Tidwell Dance PhotographyminorGTM or Marketing PartnerPartner photographer in Photographer Partner Program. Offers benefits to clients who mention partnered photographers at checkout. Specializes in dance photography for photoshoots.
• Allison Studholme (Ally Day Photography)minorGTM or Marketing PartnerPartner photographer (Ally Day Photography) in Photographer Partner Program. Provides dance photography services with checkout benefits for referred clients.
• NikolaycoreGTM or Marketing PartnerMajor pointe shoe brand partner. Store runs Nikolay Influencer Search program where dancers can become brand influencers. Influencers receive quarterly boxes with pointe shoes and gifts (leotards, tights, accessories). One of the major pointe shoe brands carried in-store.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Amazon: Mass-market e-commerce platform selling dancewear, shoes, and accessories across many brands. Competes on convenience, pricing, and selection for commodity SKUs but cannot replicate in-person fitting or local studio partnership value.
• Bloch: Major dance footwear and apparel brand with direct-to-consumer e-commerce and global wholesale. Comparable on pointe shoe and dancewear categories; competes as a manufacturer-retailer rather than independent multi-brand retailer.
• Dick's Sporting Goods: National sporting goods retailer carrying athletic footwear and apparel including limited dance/ballet offerings. Competes for general athletic shoe purchases but lacks dance-specialty depth, fitting, or studio relationships.
• Academy Sports + Outdoors: Large sporting goods retailer selling athletic footwear, apparel, and accessories across many categories. Partial overlap on dance-adjacent athletic footwear/apparel but without specialty pointe shoe fitting or dance-specific depth.
• Capezio: Iconic dancewear and footwear manufacturer and retailer with flagship stores and direct e-commerce. Comparable on product mix and brand authority; broader national footprint and owned brand versus Dance Supplies Etc.'s multi-brand retail model.

Direct peers

• The Dance Shop: Specialty dance apparel and footwear retailer offering pointe shoes, ballet slippers, and dancewear with fitting services. Closely comparable specialty-store model targeting individual dancers and studios.
• Dancewear Solutions: Online specialty dancewear retailer carrying leotards, shoes, and accessories with group/team uniform programs. Comparable on product mix and B2B studio servicing; competes on convenience and price.
• Just for Kix: Dance apparel retailer (formerly catalog, now primarily online) offering team uniforms, dancewear, and footwear. Comparable on studio/group servicing and dancewear mix, especially for team and competition markets.
• Onstage Dancewear: Specialty dancewear retailer carrying leotards, tights, shoes, and recital/competition attire. Comparable product mix and target customer (dancers and studios) with both online and limited physical presence.
• Discount Dance Supply: Largest online-only dancewear and shoe retailer in the U.S., offering pointe shoes, leotards, tights, and accessories across all major brands. Direct competitor on selection and pricing, but without Dance Supplies Etc.'s in-person fitting and custom services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DanceSuppliesEtc
• Instagraminstagram.com/dancesuppliesetc
• TikToktiktok.com/@dancesuppliesetc
• LinkedInlinkedin.com/company/dance-supplies-etc-inc

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 Dance Supplies Etc Inc