Mompreneurism: Allison Malmstrom & Lisa Anderson
Photos by: John Burns
Allison Malmstrom and Lisa Anderson spent a lot of time traveling with their daughters to competitive dance events all over the country and seeking outfits that would help the girls stand out at conventions. Many apparel options were only available online and sizes varied so much that the two friends, frustrated by the hassle of returning items, fantasized about owning a store where dancers could try on items before buying them.
When they began considering the business venture, Malmstrom, a mother of two, had retired from a trade association and had worked at Ash Boutique occasionally, while Anderson, the mother of four daughters, stayed home full time.
“With my youngest about to enter school, my husband, Jared, said he couldn’t see me being home all day and asked me what was holding me back from pursuing this idea,” said Anderson. “He and Allison’s husband, Matt, couldn’t be better supporters.”
Footlights, a family-owned business in Topeka, had been providing dance shoes, apparel, and accessories to customers for more than 30 years. Anderson stopped by the store to inquire.
“The owner asked me how she could help me, and I asked her how we could help her by buying the store,” said Anderson. “Allison and I saw the potential to take an established business farther and we were encouraged by the responses we got from friends and others in the dance community.”
They purchased the business in October 2019 and began providing dancers in various “Nutcracker productions with supplies. In February 2020, in anticipation of spring recitals, they ordered hundreds of pairs of ballet, jazz and tap shoes, an ordinarily prudent business decision pre-pandemic but a misstep when Covid shut everything down mid-March.
“We had so much inventory that we had to stack shoeboxes in dressing rooms,” recalled Malmstrom. “We didn’t know what was going to happen but we knew we had to hustle.”
The business partners began making videos of themselves and their kids wearing the merchandise to build awareness on social media platforms.
“Studios began conducting virtual classes, so customers still needed things,” said Anderson. “We strengthened our online presence and dropped ordered items on doorsteps for local customers. We wanted them to know we were there to support them however we could.”
Footlights caters not only to the dance community but also to individuals of all ages interested in the performing arts, whether it’s someone taking a ballet ballroom, jazz or tap-dancing class, or acting in a Topeka Civic Theatre production.
“Many older people are returning to dance because they remember how much they enjoyed it before or because they want to try new things, especially since Covid reminded everyone how short life is,” said Malmstrom.
Through trial and error, Anderson and Malmstrom created an event calendar and streamlined inventory to help accommodate seasonal spikes.
“We haven’t experienced a normal season yet,” said Malmstrom. “Some families have opted to keep their kids out of dance temporarily and some studios have reduced class sizes. We’re learning to pivot and navigate and roll through it all with a smile on our faces.”
Referring to their partnership as a yin/yang relationship, Malmstrom said each woman brings strengths to the business, which has become not only a statewide resource for dancers but a popular online site with customers from coast to coast. The store offers an array of items at various price points and apparel from vendors the partners admire.
Anderson said she and Malmstrom strive to attend local events to watch their customers perform and “see a little piece of the magic as they do what they love.” As a stay-at-home mom, she said she’s worn many hats but adding business owner as one has given her kids a sense of pride in what she’s accomplished.
“They like to model items and be part of the business because they know how important it is to me and Allison,” said Anderson.
The two partners employ a couple of other people who can assist them when they can’t be available and take advantage of their flexibility when family commitments take priority.
“My daughter had a sixth-grade promotion ceremony and Allison’s son was graduating from the eighth grade, so we closed the store,” said Anderson. “Most of our customers have families too and are respectful of our needs.”
“Finding balance between business and family responsibilities is so important,” said Malmstrom. “Don’t discount your dreams because sometimes opportunities just present themselves. If we’d never tried this, we would never have known that we could do it.”
Anderson agrees. “The owner I approached that day could have told me no, but taking that first step and asking the question has led us to this amazing experience.”
