Setting up a dance store from scratch can be an intimidating prospect. Just ask Alyssa Moser, a 28-year-old former dancer from Utah who dreams of opening her own brick-and-mortar boutique. “I danced for 16 years, with 13 of those being competitive,” she tells DRN.
Moser discovered her second passion—retail—at 19, when she began working at Claire’s. “I worked my way up to store manager, left to become a merchandiser for H&M, and then made the decision to step away to be a stay-at-home mom for my daughter,” she says.
But the ambition to combine her two loves never faded. In 2023, she dipped her toes into entrepreneurship by launching an online dance store. “I spent a lot of money on merchandise and equipment that I didn’t need,” she admits. Ultimately, she had to close the business. “I think the reason it didn’t work out was my lack of knowledge. But that’s not stopping me. One day I’ll open the doors to Tiny Little Steps.”
Determined to get it right the second time, Moser shared with DRN her three biggest questions about breaking into dance retail, hoping to fill the gaps that held her back. We put them to industry veterans Gilbert Russell, an Ottawa-based retail consultant, coach, and speaker who helps independent stores thrive, and Kristin Ruggieri, founder of Attitude Dance & Active Wear. Together, they offered candid, experience-driven advice—guidance that could benefit not only Moser but any aspiring retailer preparing to take the leap.
How do you get merchandise? Where and how does it work?
Kristin Ruggieri: Most merchandise is purchased directly from manufacturers or authorized distributors through wholesale accounts. You’ll need to apply for an account, provide a resale certificate, and, in most cases, meet minimum opening orders. Before committing to a brick-and-mortar location, I would confirm with major vendors that you are in an area they are willing to serve. Trade shows and industry events are also extremely helpful, because they allow you to see products in person, build relationships with sales reps, and understand which brands align with your customer base.
Russell Gilbert: Examples of trade shows include MODE Market in the U.S. or Danzainfiera in Europe. You need to buy relative to your sales; invest too much in stock and you won’t have the money to pay rent. It might be better to start with brands with lower purchase minimums and buy the others once you have the sales volume to support them.
KR: I would advise being extremely selective; it is better to invest in inventory that will definitely sell to your target customers than try to carry everything and leave your capital tied up in slow-moving merchandise.
What type of permits do you need to open a store? Does that vary by state?
KR: You’ll need a business registration. Mine is an LLC, but you can research other entities, like S corps and sole proprietorships, to see what works best for you legally and financially. A good accountant is worth their weight in gold and can help you with this. A sales-tax number and resale permit, local business license, and a certificate of occupancy for your physical space are also necessary.
GR: You need more permits than you think. Not having the right permits can shut you down or get you fined. Your best bet is to contact your chamber of commerce for guidance. They’ll know what’s required locally—yes, the rules vary from region to region!
What should the first move be? Choosing a name? Finding a place?
GR: Your first move is to define your vision. Who will you serve? How will you serve them? What will make you different from your competitors? Be clear and go deep. Just saying “We’re going to give great service” isn’t enough. Ask AI to ask you questions to help you clarify your vision. Once you have that, everything else will flow from it—your name, logo, location, and even your procedures. For example, a business-park location could work if your vision is “affordable dancewear” but not if it’s “high-end dancewear for the serious dancer.”
KR: I would start by researching the schools around you and defining your target customer. Who are you serving and what problem are you solving for them? What will make your store appealing to the community and how will you set yourself apart from easy access points, like Amazon? Once that is clear to you, I would work on a budget. Your location and rent will likely determine many other decisions, so finding the right space that is easily accessible to your target customer AND fits your budget is an important early step. You’ll need to factor in your build-out costs in addition to your initial inventory investment. Having done three build-outs, I would suggest adding an extra 20 percent to what you think it will cost!
Emily May is the editor of Dance Retailer News.