The Dance Shop on West Broadway has been providing dancewear to the dance and theatre community of Vancouver for over fifty years. In fact, now, they are the only dancewear retailer in Vancouver. Since 1968, when Marg and Don Evans bought the store and renamed it the Dance Shop, the business has been family-run. Utilizing experience in the shop and on the stage, expert staff serve customers of all ages. We spoke with The Dance Shop Manager, Julia Reder, to learn more.
What is your business called and what does it do?
The store is called The Dance Shop, and that is exactly what we do! We are retailers of dancewear and necessities in Vancouver, B.C. We supply dancers and performers of all ages with everything from apparel, dance shoes as well as a wide range of active wear, and accessories for hair and dancing.
What made you want to do this work?
I have danced all my life and retired from Ballet at a professional level in 2019. I also have a passion for customer relations and sales, with over 10 years of experience in related industries. The ability to combine my passion for dance with a customer-facing role was certainly appealing. The Dance Shop is also a well-known, long-standing, family-run business in the Vancouver dance scene, opening in 1968, so having the opportunity to help keep the business running was important to me.
What problem did you want to solve with the business?
To the best of my knowledge, in 1968, Margaret and Don Evans bought an existing stage supply business on West Broadway and renamed it “The Dance Shop.” The Dance Shop has been serving the dance and theatre community throughout B.C. and beyond for over 50 years and continues to support local artists and production through sponsorships and donations.
We are now the only remaining dancewear retailer in the city of Vancouver, which presents a challenge I hope to persevere through: helping The Dance Shop advance into a new era. This includes improving our online retail presence, strengthening connections with local dance studios and companies, and solidifying our legacy as the go-to retailer in the Lower Mainland for all things dance and stage performance.
Who are your clientele/demographics?
Our motto is “not just for dancers,” and this is true—anyone is welcome at The Dance Shop. While most of our clientele are dancers of all ages, we pride ourselves on carrying items that appeal to a broader audience. Legwarmers, for example, are popular gifts for many people, and several of the dancewear brands we carry also produce activewear enjoyed by people outside the dance community, such as yoga or zumba.
We also see customers shopping for gifts or costume items around holidays like Halloween. One of the most wonderful aspects of The Dance Shop is that we carry inventory for all ages, from toddlers beginning their first dance classes to experienced performers who have been dancing their entire lives. Everyone is welcome.
How does your business make money? How does it work?
We supply items that fulfill the specific needs of dancers and performers. We source our inventory from over ten popular dancewear brands at wholesale prices and sell them as certified retailers. Many of these brands do not sell directly to consumers, so we act as the primary point of access while also providing knowledgeable customer service.
Dance apparel and shoes require precise fitting and must be tailored to each performer’s needs. We generate revenue by serving the dance community, local studios, and the film and TV industry with uniforms and supplies, as well as through specialized services such as pointe shoe fittings and special orders for hard-to-find items. We deeply value our loyal customers and studio partners who have supported us for so many years.
Where in the city can we find your profession?
This profession can otherwise be found among other dancewear retailers in the Lower Mainland, though we are currently the only one in Vancouver. We sell our products both in-store and online. More broadly, retail and sales positions exist across many industries.
We also support the local dance community by contributing to events and performances throughout Vancouver.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
What benefit does a physical storefront provide that online retailing cannot?
Our answer is that while we do offer online retail, the highly specific nature of dancewear and footwear makes in-person service invaluable. Customers benefit from speaking directly with knowledgeable staff and accessing specialized services such as pointe shoe fittings, which online shopping cannot replace.
What is the best part about what you do? What is the worst part?
The best part is helping customers find the perfect piece of apparel or a perfectly fitting pair of shoes and knowing how much those items enhance their experience of dancing. It is especially rewarding to see young children—or even adults—get excited about starting dance and purchasing their first pair of shoes, or to see returning dancers rediscover the items they once loved. Bringing together such a vibrant community of artists and creativity is incredibly fulfilling.
One challenge, shared by many small businesses, is affordability. Operating in a large and expensive city like Vancouver requires creativity and hard work from our staff. Construction along West Broadway has also made parking and access more difficult for customers. While we look forward to expanded transit options, the current disruptions—such as blocked roads and fencing—can be challenging for businesses in the area. Marketing is also costly, so our physical location plays an important role in maintaining visibility.
What is your favourite joke about your own profession?
“Running a dance store is a unique business—you’re basically 50% retail manager and 50% professional crisis negotiator for dancers and parents.”
Where can we follow you?
You can find us at 1089 West Broadway, Vancouver, B.C., and online. You can also follow us on Instagram.
PAY IT FORWARD: What is another local business that you love?
A favourite local business of ours is Eddie’s Hang-Up Display Ltd., which offers a great selection for retail stores. Additionally, Voce Headquarters is based in Vancouver, and they are a wonderful supplier of ours. They are always a pleasure to work with when sourcing our Bloch and Mirella inventory.
