The countdown to back-to-dance shopping has already begun. Dance Retailer News spoke with two dance-store owners who shared what they’re seeing for fall trends and some of their merchandising strategies, as well as how they’re preparing for potential price hikes amid President Donald J. Trump’s tariffs.
What’s Trending?
When it comes to classic studio wear, “elevated basics” seem to be on the must-have list this year. “We’re seeing clean lines with subtle mesh details and a lot of earthy tones with deep greens and warm browns,” says Jon DeMott, president of Dancewear Corner, a 10,000-square-foot store in Orlando, FL.
According to Solveig Mebust, director of operations for the 975-square-foot Grand Jeté in St. Paul, MN, customers seem to be drawn to color blocking and striping. She mentions Suffolk’s new Wall Street Collection, which features menswear-inspired pinstripes and tailored silhouettes. Longer midi skirts that are higher in the front and longer in the back are also making a comeback. “They’ve been functional as rehearsal skirts,” she says, “but I’m seeing much more that is what folks want to wear in class.”
Nabbing Those Add-On Sales
Back-to-dance is the perfect time to think of extra, last-minute sales opportunities. At Dancewear Corner, customers navigate a walkway to the registers that is lined with impulse purchases like hair bows, bobby pins, self-care kits, and stickers. It’s like a dance-store version of Sephora, or any grocery or big-box store that has candy, gum, and snack options as customers wait for their turn.
Grand Jeté utilizes a specific display area at one end of the shop that can be adapted relatively easily. “It can be fairly micro-seasonal. If it’s St. Patrick’s Day, for example, that week we will feature a lot of green,” Mebust says. “We also have a ‘featured area’ wall aimed at new products or things that are a little bit more of an impulse buy, like T-shirts, make-up bags, fashion items, or warm-ups.”
Tariffs 411
While manufacturers usually end their back-to-dance incentives in March, this year some have extended it through May and into June. The hope is that, by July, there will be a resolution on tariffs, or at least more information. That’s when the elevated global tariffs that were announced on April 2 are scheduled to take effect after President Trump’s 90-day pause. It is unclear whether he will roll any of them back or to what degree.
Right now, there is a universal 10% tariff on all items coming into the country, except for those from China, which, as of mid-May 2025, faces 30% tariffs for 90 days as negotiations continue. Many major dance brands rely on China for materials, manufacturing, warehousing and/or distribution, so time will only tell what that might mean for stock levels or price increases.
The U.K. was the first country to agree to a “breakthrough” trade deal with the U.S., yet Keri Suffolk, co-owner of Suffolk Dance, informed DRN via email after publication of this article that this did not take away the 10% baseline. “The HS code for traditional pointe shoes made of leather with a satin upper is 10% duty from the U.K. to the U.S.,” she says. “The new 10% reciprocal tariffs apply to almost everything under the new trade deal. Most people do not understand that the new tariffs stack on top of the current duties. The only exceptions are a few car and airline manufacturers. Therefore, since April 1, tariffs have doubled on pointe shoes made in England, and will remain at this level. While we used to pay only the 10% duty assigned to the HS Code, we now must pay 20% in total tariffs to import pointe shoes into the U.S. from England.”*
At the time of the interview, Grand Jeté had only received a price-increase notice from one medium-sized vendor. “The larger vendors have indicated that they’re not going to raise prices yet,” says Mebust. “They have warehouses full enough that they feel they can ride it out and see what happens over time.” This said, “there are a few pointe shoes that are coming to the U.S. from warehouses abroad where we have more concerns that timelines in receiving shipments might be extended.” Furthermore, Mebust has since reported receiving two more increases from other vendors—one medium vendor, the other major.
Looking Ahead to the Holidays
Stocking for the back-to-dance season likely won’t be as challenging as it could be for placing holiday-season orders, if tariffs do play a significant role in the second half of the year. “Buckle up for a possible ride,” warns DeMott. He suggests lining up as much cash and lines of credit as possible in advance. “I can only say that it seems similar to COVID. If you survived that, you’ll survive this. We’re all in the same boat, so as long as we are consistently following MSRP and pricing guidelines, then it’s a fair market. We’re all in this together, so we have to hunker down like it’s a hurricane.”
For Mebust, she hasn’t yet experienced a year of “normal” since she acquired her store in 2022. “Things have been so unpredictable for years, so I mostly just have emotional advice,” she says. “Remain both open and flexible. Try to deal with business as it comes, and also be really kind to yourself if things are really hard. And it’s going to be hard because it’s unpredictable.”
Hannah Maria Hayes has an MA in dance education from New York University and has been writing for Dance Media publications since 2008.
* This section of the article was updated on May 28, 2025 to reflect the latest tariff news.