History
The AEBG Story
Our story began in 2011. Back then in Pasadena, California we wanted to create a new type of dancewear distribution company.
Today, we are privileged to connect with thousands of customers every day with dance products and services, online and offline, and across different sectors.
Symbolism
The letters A and E in AE Brands Group, Inc. stand for Active Everyday. Our logo is also inspired by the sun at sunrise, orange in color — representative of awakening every day.
2011
The idea for a new type of dancewear distribution company is conceived in Pasadena, California. The company is named DanceLova on January 26, 2011, inspired by the name Anna Pavlova after it showed up as the top result for the Google search: greatest ballerina of all time. After three design iterations, the DanceLova logo evolves from a sketch on a paper napkin to the one thousands recognize today.
2012
The company invests in the development of a physical dance studio location as a first step to truly understand dance learners and their needs as consumers. Nearly fifteen months after the founding of DanceLova, construction begins on May 15, 2012. It is to be known as DanceLova Dance Academy. Three months later on August 4, 2012, the new 3,579 square-foot dance studio opens its doors in Irvine, California for business.
2013
DanceLova Dance Academy hires its first employee, begins to accept credit card payments, introduces DanceLova Summer Camp, and selects PerfectMind as its PaaS for the development of a customized dance studio management solution. AutoPay is introduced as a convenient option to make class tuition payments.
2014
DanceLova Dance Academy digitalizes 70% of its paper processes. The Student Services functional group is formed to further serve its customers with support. New core products are also introduced this year — including The Recital by DanceLova, as well as Dance Gym for adults to meet growing demand.
2015
On February 25, 2015, the company incorporates as AE Brands Group, Inc. and positions DanceLova and DanceLova Dance Academy into its portfolio. The company also begins its diversification program by acquiring the news and entertainment site The Danceful in July of that year. This is followed by the absorption of job site DanceSoda, and the knowledge exchange site Dance Answers later in August.
2016
AE Brands Group, Inc. establishes new standards and specifications for its dance studio facility design. Equipment, fixtures and systems at DanceLova Dance Academy undergo upgrades to meet the new company requirements.
2017
AE Brands Group, Inc. enters its next phase of digital transformation with the automation of manual processes, seamless IoT integration of systems, and implementation of predictive analytics reporting. DanceLova Dance Academy’s Irvine, California branch celebrates 5 years in business.
2018
The Recital by DanceLova event hosted annually by DanceLova Dance Academy celebrates its Season 5 of the show. AE Brands Group, Inc. begins rolling out its two-year strategic reorientation plan designed to forge and position the company for its next growth stage.
2019
AE Brands Group, Inc. invests in a major multi-year overhaul of the DanceLova Dance Academy facility implementing new optimizations for onsite customer experience flow. 2019 sees the hiring of the first Studio Manager by the company to oversee branch operations for the DanceLova Dance Academy location in Irvine, California.
2020
A pandemic hits the world. AE Brands Group, Inc. pivots and moves its daily operations online for 1 year and 3 months.