Freed of London

What Freed of London does

Freed of London is a privately held British dance footwear and apparel manufacturer founded in 1929 by Frederick Freed in Covent Garden, London. The company designs and produces professional dance shoes — primarily pointe shoes plus ballroom, Latin, character, tap, and social dance shoes — alongside dancewear including RAD-approved uniforms, leotards, skirts, and accessories. Pointe shoes are manufactured in the UK using the traditional turn-shoe method, with nearly 250,000 pairs of Classic Pointe Shoes produced annually and two-thirds of those made to individual dancer specifications with accuracy within 3mm. A complementary Studios line, launched in 1996, combines modern manufacturing technology with traditional craftsmanship for greater consistency. The company relocated from its 69-year-old Rydal Street Leicester factory to a new purpose-built facility in Blaby, Leicestershire in 2021.

The business operates a multi-channel go-to-market: company-owned retail at the Covent Garden flagship and Blaby, a dedicated e-commerce storefront (store.freedoflondon.com), a USA wholesale and retail operation in Long Island City, New York, global wholesale from its Well Street London office, and a worldwide network of independent retailers. Freed also holds exclusive UK distribution rights for Japanese brand Chacott pointe shoes. Revenue is generated through unit-priced product sales (pointe shoes from ~£64, ballroom £40-£91, leotards £15-£50) plus bespoke special-order shoes on quote-based pricing. A 40-year partnership with the Royal Academy of Dance produces approved uniforms, and the company sponsors or exhibits at marquee events including the Blackpool Dance Festival, Prix de Lausanne, and The Fonteyn (Genée Gold Medal).

Strategic positioning is built on heritage, individual maker craftsmanship, and deep institutional ties to elite dance training and performance. The customer base spans professional dancers, dance students, schools and academies, entertainment productions (film and theatre credits include Pirates of the Caribbean and 42nd Street), and celebrity clients. The company is founder/family-controlled with no disclosed parent, funding rounds, or external shareholders, and it does not publicly report revenue.

Name

Freed of London

Legal name

Freed of London Ltd

Website

https://freedoflondon.com

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

1–10 employees

Short description

Freed of London is a privately held British manufacturer, founded 1929, that handcrafts professional dance shoes — chiefly pointe, ballroom, and Latin — plus dancewear and accessories, selling globally through flagship retail, e-commerce, wholesale, and independent retailers, and serving individual dancers, schools, and entertainment productions.

Ownership category

akta.pro rank

Product category

Professional Dance Footwear and Apparel

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821), Footwear Merchant Wholesalers (42434)

SIC

Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic Footwear Manufacturing (Running/Training/Court) (IMAOAIAA)

akta.pro secondary industries

Dress & Formal Footwear Manufacturing (IMAOAIAC), Dress & Formal Footwear (CRAAACAC)

Keywords

• Dance shoe manufacturing
• Pointe shoe craftsmanship
• Ballroom dance footwear
• Professional ballet shoes
• Dancewear apparel

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Dance Shoe Sales: Primary revenue from designing and manufacturing professional dance shoes including pointe shoes, ballroom shoes, Latin shoes, character shoes, tap shoes, and dance sneakers sold through retail, wholesale, and e-commerce channels.
2. Dancewear and Apparel: Dance apparel including leotards, skirts, warm-up wear, tights, and dance uniforms, including the Royal Academy of Dance uniform collaboration.
3. Accessories: Dance accessories including bags, ballet accessories, ballroom accessories, batons, and gifts such as branded bottles and keyrings.
4. Special Order/Bespoke Shoes: Custom special order pointe shoes and bespoke dance shoes tailored to individual dancer specifications, commanding premium pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Freed of London designs and manufactures professional handcrafted dance shoes, including pointe shoes (Classic, Studios, Classic Pro, Special Order), ballroom shoes, Latin shoes, tap shoes, and character shoes. The company also produces dancewear including leotards, skirts, uniforms, and accessories, with nearly 250,000 pairs of Classic Pointe Shoes manufactured annually using traditional methods combined with modern technology.

Product overview

Freed of London is the world's leading designer and manufacturer of professional dance shoes and apparel, founded in 1929. The product portfolio comprises three core pillars: (1) Pointe Shoes including Classic, Studios, Classic Pro, and Special Order bespoke lines; (2) Ballroom and Latin Dance Shoes with competition, social, teaching, and character categories; and (3) Dancewear including the Nela Collection, Velvet Rose Collection, Royal Ballet School 100 Years Collection, and RAD-approved uniforms. The company operates its own UK-based manufacturing with handcrafting traditions, while also distributing exclusive Chacott pointe shoes. Products are sold through company-owned retail stores in London and Leicester, a US presence in New York, and global wholesale distribution.

Differentiator

Problem solved

Functional benefit

Brands

• Freed Collection: Exclusive Freed of London branded collection
• Nela Collection
• Flock Lace Collection
• Floral Collection
• Velvet Rose Collection
• Little Ballerina
• Classic Pointe Shoes
• Studios Pointe Shoes
• Royal Ballet School 100 Years Collection

Products and services

• Classic Pointe Shoes The legendary original Freed of London pointe shoe, hand-crafted using the traditional 'turn-shoe' method. Nearly 250,000 pairs are manufactured annually, with two-thirds made to individual dancer specifications requiring accuracy to within 3mm.
• Studios Pointe Shoes Internationally successful pointe shoe range launched in 1996, combining the latest manufacturing technology with traditional craftsmanship. Ensures consistency and uniformity while maintaining world-famous quality standards.
• Classic Pro Collection Pointe Shoes Advanced pointe shoe line meeting the needs of intermediate dancers and beyond, featuring a graduated insole design strong under the metatarsal and flexible under the heel.
• Special Order Pointe Shoes Bespoke pointe shoes hand-lasted by highly trained UK makers with customizable options including colour, fabric, maker, width, block, platform, vamp, insoles, and drawstring.
• Ballroom Shoes Handcrafted ballroom dance shoes made in England since 1969, available in multiple styles including competition shoes, dance step shoes, social shoes, and teaching/practice shoes. Feature satin, leather, and glitter materials.
• Latin Shoes Specialized Latin dance footwear for men and ladies, featuring various styles with different heel heights and designs for competition and practice use.
• American Smooth Shoes Dance shoes designed for American Smooth style dancing, available in men's and ladies' options.
• Show Shoes Performance-ready dance shoes designed for theatrical productions and show performances.
• Tap Shoes Tap dance footwear for adult and children's categories, including the SAMMI and SHOWTAP models for modern performers.
• Character Shoes Traditional character dance shoes for theatrical performances.
• Dancewear and Garments Dance apparel including leotards, skirts, warm-up wear, tights, trousers, and shorts. Includes RAD (Royal Academy of Dance) approved uniforms and dancewear for all levels.
• Nela Collection Exclusive dancewear collection featuring competition-ready leotards and skirts in contemporary designs. Includes Nela 2024, 2025, and 2026 sub-collections.
• Velvet Rose Collection Modern dancewear collection featuring velvet and mesh overlay designs including Anita, Cora, Lyra, and Mina leotards with ballet wrap skirts.
• Royal Ballet School 100 Years Collection Limited-edition commemorative collection celebrating 100 years of The Royal Ballet School, featuring watercoloured printed mesh designs including Monica, Ninette, and Antoinette leotards.
• Flock Lace Collection Dancewear collection featuring flock lace fabric designs.
• Floral Collection Dancewear collection with floral pattern designs for dance apparel.
• Little Ballerina Collection Dancewear collection designed for young dancers and beginning ballet students.
• Freed Collection (Exclusive) Brand's own signature dancewear collection.
• Chacott Pointe Shoes Japanese-designed pointe shoes available exclusively through Freed of London, with new styles added regularly.
• Outdoor Shoes Ballet flats and outdoor-appropriate dance footwear including Vintage Boutique collection and Non Suede Sole options.
• Dance Accessories Supporting products including bags, ballet accessories, ballroom accessories, batons, and gifts such as branded bottles, tote bags, and keyrings.
• Freed of London x RAD Uniform Collection 2025 Modernized 2025 RAD Uniform Collection celebrating 40-year partnership with Royal Academy of Dance, featuring contemporary designs across all grade levels including Silver Swans line.

Quantifiable outcome

• Nearly 250,000 pairs of Classic Pointe Shoes manufactured annually
• +2 more outcomes

Named customers13 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

Feature4 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• The Royal Ballet SchoolflagshipStrategic or Co-development Partner · 1 January 2026Limited-edition collection celebrating the Royal Ballet School's 100 Years (2026). Special release honoring the institution including leotards, skirts, and accessories featuring watercolour prints and the Royal Ballet School's 100-year branding.
• Royal Academy of Dance (RAD)flagshipStrategic or Co-development Partner · 1 January 198540-year partnership (since 1985) with the Royal Academy of Dance crafting dance uniforms that embody elegance, quality, and performance. Freed of London designs and supplies RAD-approved dance uniforms including leotards, skirts, and practice wear for all grades from Pre-Primary through Vocational. Modernized 2025 collection launched in celebration of the 40-year partnership.
• English National BalletcoreGTM or Marketing PartnerPartnership with English National Ballet featuring dancer ambassadors like Precious Adams who visit the Freed of London factory in Hackney and promote the brand.
• Royal Academy of Dance - Fonteyn CompetitionflagshipGTM or Marketing PartnerFreed of London sponsors the Genée Gold Medal at The Fonteyn competition with a £5,000 award. The 2025 competition was held in São Paulo, Brazil with medal awarded to Samantha Maestre Cortez from Brazil.
• Prix de LausannecoreGTM or Marketing PartnerParticipation in the Prix de Lausanne 2026 competition as exhibitor and supporter of young ballet talent.
• Blackpool Dance FestivalcoreGTM or Marketing PartnerRegular exhibitor at the Blackpool Dance Festival, the world's most prestigious dance competition, showcasing ballroom and Latin dance shoes.
• Natalie LowecoreOEM/ Whitelabel/ Licensing PartnerCollaboration with TV personality and professional ballroom dancer Natalie Lowe to design the Lowe ballroom shoe collection featuring a diagonal strap and diamante buckle.
• Evgeniya ShawminorOEM/ Whitelabel/ Licensing PartnerCollaboration with Evgeniya Shaw for the Evgeniya ballroom shoe design featuring scalloped court shoe with low cut back quarter.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Bloch: Bloch is an Australian-founded global dance footwear and apparel brand specializing in ballet pointe shoes, ballet flats, and dancewear. It directly competes with Freed of London in pointe shoes and dance apparel across professional and student segments.
• Russian Pointe: Russian Pointe distributes pointe shoes designed and manufactured in Russia, catering to professional and pre-professional ballet dancers. It is a direct competitor in the global pointe shoe market alongside Freed of London.
• Gaynor Minden: Gaynor Minden is a US pointe shoe brand known for its modern, synthetic construction offering greater durability than traditional paste shoes. It directly competes with Freed's Classic and Studios pointe shoe lines, particularly with dancers seeking longer-lasting performance footwear.
• Sansha: Sansha is a Canadian-based dancewear and footwear brand offering ballet shoes, pointe shoes, and dance apparel at mid-tier price points. It competes with Freed of London in both dancewear and basic ballet/pointe footwear.
• Capezio: Capezio is a historic US-based manufacturer and retailer of ballet, dance, and fitness footwear and apparel. Founded in 1887, it is the most direct competitor to Freed of London in pointe shoes, ballet slippers, and dancewear, serving similar professional and student dancer customers.
• Grishko: Grishko is a Russian manufacturer of professional pointe shoes and ballet footwear with global distribution. It competes directly with Freed of London in the professional pointe shoe category, offering both ready-made and custom-fit options.

Broad incumbents

• Repetto: Repetto is a French heritage brand famous for ballet flats and dance-inspired fashion footwear. While it overlaps with Freed of London in ballet footwear, Repetto is primarily positioned as a fashion/lifestyle brand rather than a professional dance shoe specialist.

Emerging players

• Chacott: Chacott is a Japanese dancewear and ballet shoe brand that Freed of London actually distributes as a sub-brand (Chacott Pointe Shoes). It competes in the global ballet and dancewear market and represents a complementary product line within Freed's portfolio.
• Wear Moi: Wear Moi is a European dancewear brand offering leotards, skirts, tights, and ballet/dance apparel. It competes with Freed's dancewear lines (Nela, Velvet Rose) for dance school and competition customers across Europe.
• Bunheads: Bunheads is a US-based dance accessories brand offering pointe shoe accessories, ribbons, toe pads, and dance tools. It complements Freed's accessory offering and competes for the same ballet dancer customer wallet, particularly in dance accessory categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FreedofLondon
• Instagraminstagram.com/freedofondon
• Xx.com/FreedofLondon
• LinkedInlinkedin.com/company/freed-of-london-ltd

Compliance1 record

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 Freed of London