Revolution Dancewear Experiences Strong Momentum in Europe

For Immediate Release: July 15, 2013



—Nine months after acquisition of U.K.-based Dance Direct, Revolution Dancewear exceeds all sales and market penetration targets—

NILES, Ill. – U.S.-based Revolution Dancewear has successfully brought its stateside model for selling ready-to-wear costumes and dancewear to Europe. In the eight months after its acquisition of Dance Direct in November 2012, the largest online retailer of dance apparel in the United Kingdom and throughout Europe, Revolution Dancewear has posted European sales results of 135 percent of plan for the fiscal year which ended on June 30, 2013.

Since its ready-to-wear costumes have become available via the Dance Direct’s U.K., French, Spanish, German and Italian websites, Revolution Dancewear has sold thousands of costumes to dancers and dance studio owners. In Europe, costumes are still largely sewn by seamstresses or even hand sewn by the dance studio owner themselves. Revolution Dancewear’s beautifully crafted, ready-to-wear costumes have provided a much-needed solution. 

“We are thrilled by our accelerated growth and the quick adoption of the Revolution Dancewear line of products,” said Cedric Grosjean, managing director of Dance Direct. “We knew that there was significant pent up demand for ready-to-wear costumes. We couldn’t be more gratified by our customers’ response and support for our offerings.”

Today, Revolution Dancewear’s recital costume collection includes more than 450 designs. The company offers its customers costume headpieces and accessories such as tiaras, gloves and boot covers at no additional charge so that dancers receive the “complete look” with its costumes. The company also ships every recital costume and its associated accessories in its zippered vinyl garment bag, which protects the costume and instills a sense of pride in dancers. These tangible differentiators have separated Revolution Dancewear from its market competitors.

In 2013, Revolution Dancewear will sell nearly one million costumes in the United States, Canada and Europe. 

“We knew that acquiring Dance Direct was a strategic move for growing our business in Europe,” said Robb Lippitt, CEO of Revolution Dancewear.  “However, we did not realize the magnitude of the European pre-manufactured costume market opportunity until our costume collection became available. We’re very encouraged with our early momentum and look forward to experiencing long-term success in Europe.” 


About Revolution Dancewear

Revolution Dancewear is the only designer and marketer of beautifully-crafted and affordable dancewear, including bodywear, footwear and recital costumes, that sells exclusively to dance studios and dance schools across the U.S. and Canada. Established in 1996, Revolution Dancewear is a leader driven by innovation and industry firsts. The Niles, Ill. company was first to introduce customer-centric service, same-day shipping and higher standards for costume packaging in its commitment to making the process of buying and selling easy for its dance studio partners. Through its Dance Direct brand in Europe, Revolution Dancewear offers European dancers and dance school owners an array of top brands and products from ballet clothing to urban dancewear. For more, visit



Elizabeth Mars

The Primavera Group for Revolution Dancewear

303-955-0139 direct


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