For dancers arriving in London – whether for auditions, shows, training, or simply to immerse themselves in one of the world’s great cultural capitals – there is one destination that quietly anchors the global dance community: the Capezio flagship store in Covent Garden.
Tucked into the vibrant streets of the West End, it has become far more than a retail space. Dancers drop in not just to buy what they need but also to take a breather, ask questions, or see familiar faces, making it an essential stop – part sanctuary, part support system and, as store manager Karla Bray describes it, a true “home away from home.”
With a heritage stretching back to 1887, Capezio is one of the most enduring names in dance. From its beginnings in New York to its presence on stages around the world, the brand has long been synonymous with quality, innovation and a deep understanding of dancers’ needs. That legacy is fully realised in London, where the Covent Garden store serves as the European flagship.
Positioned just moments from some of the city’s most iconic theatres, the store sits at the heart of London’s performance district, housing fresh new looks, innovations, patterns and colours alongside class and performance staples across all dance genres.
The West End is where careers are launched, where auditions can change everything in a single morning, and where preparation is as critical as performance. It’s here that Capezio plays a vital role behind the scenes. As Bray shares, the team is no stranger to the urgency of a dancer’s schedule:
“Their auditions are at half ten. We open at ten. Sometimes dancers rush in and say, ‘I need this, and I need that,’ and we quickly save the day,” Bray says with a smile.
For visiting dancers, particularly those arriving from overseas, this reliability is invaluable. The store becomes a place of reassurance in an otherwise fast-moving environment.
At the centre of this experience is Bray herself, who this year marks 12 years with Capezio. She is part of a remarkably consistent team, including staff who have been with the store since its earliest days in Covent Garden (around 13 years), creating a depth of knowledge and continuity that is rare in retail. This longevity translates directly into the level of care dancers receive.
“We have customers who have been coming to us for 13 years,” Bray shares. “We know their wardrobes, and we just want to make everything easy for them. Easy, safe, and reliable.”
It’s this long-term relationship-building that defines the store’s atmosphere. Under Bray’s leadership, the space has evolved into something much more meaningful. It is a hub where dancers feel seen, understood and supported.
“What we’ve created in the London store is something really special,” Bray says. “We’ve created this kind of hub… where people want to come by, they want to see us, they want to experience what the store can offer. They just trust us.”
That trust is grounded in shared experience. The team’s backgrounds as dancers allow them to connect with customers on a deeper level, share advice, and understand their unique needs.
Alongside its strong sense of community, the store is also known for its carefully curated product offering, guided by these years of both retail and dance experience. When asked to name her favourites, Bray highlights three essentials that reflect both practicality and performance.
Her first pick is Capezio’s tights, a staple she considers indispensable. “Capezio tights are versatile, reliable, and something every dancer needs,” she says.
She also points to the Roxy tap shoe, a coveted product that customers often customise to reflect their personal style. “It’s a beautiful shoe that celebrates your level of achievement, and with such a variety of colours available, dancers have a chance to showcase their individualism.”
But the Ava pointe shoe is her standout favourite. After years of fitting pointe shoes, Bray describes it as a “truly special design” that consistently works across a wide range of dancers and supports them through different stages of their training and careers.
“I just love the Ava pointe shoe,” she says. “I’ve been fitting pointe shoes now for 14 years (I was at another dancewear store before I was with Capezio), and I have never fitted a shoe like the Ava shoe! It’s just a fantastic pointe shoe with such an intelligent design. It just works for so many dancers.”
These recommendations reflect the store’s broader philosophy: supporting each dancer’s unique journey with products that enhance both performance and confidence.
That journey is something the team witnesses every day. Over time, relationships formed in-store become lasting connections. Bray recalls one young dancer who first visited as a shy child and who now returns years later, still part of the Capezio community:
“She made a bracelet for me when she was young that I have kept all these years,” Bray reveals. “That little girl is now 14 years old, coming back to us consistently because we’ve created that bond.”
For those dancers visiting London, Capezio is a must – whether you’re browsing, seeking advice from its passionate, dance-savvy staff, indulging in a dance shopping spree, or simply immersing yourself in the experience.
For local dancers navigating the energy of the city – between West End auditions, classes, and the everyday demands of training – the store offers a rare sense of consistency. It is a place to prepare, to regroup and to feel at home, and that is what makes it not just a store, but an essential part of the London dance experience.
Capezio London can be found at 37 Endell Street, London.
By Deborah Searle of Dance Informa.
