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The Melksham-based company, which is the largest online retailer of dance apparel in the UK and Europe, has been purchased for an undisclosed sum.
Revolution Dancewear designs and markets dancewear and footwear and sells directly to dance studios in the US and Canada. It is backed by Pennsylvania-based private equity firm Incline Equity Partners.
Revolution Dancewear said with the acquisition it would be “unmatched in the industry” and would extend its dance recital customers market into Europe selling direct to consumers and dance schools.
Robb Lippitt, chief executive of Revolution Dancewear, added: “At Revolution Dancewear, we pride ourselves on our innovative approach and creating an extraordinary apparel experience that reflects our customers’ passion for dance.
“In acquiring Dance Direct, we’ve found an opportunity to accelerate our growth and create market breadth with a company that operates under the same philosophy that we do.”
Dance Direct was founded in 1999 by two ex-professional ballet dancers. It has customers in the UK, France and Germany.