Revolution Dancewear Launches in Europe

For Immediate Release: Dec. 17, 2012

 Revolution Dancewear Launches Product Lines in Europe Signifying a Rapid and Successful Acquisition and Integration of Dance Direct

Revolution Dancewear introduces dancewear and costume collection in multiple European markets

NILES, Ill.Revolution Dancewear today announced that it has begun distribution of its dancewear and recital costume lines in Europe just three months after it acquired Dance Direct, the largest online retailer of dance apparel in the United Kingdom and throughout Europe. Revolution Dancewear is the leading designer and marketer of dancewear and footwear that sells direct to dance studios in the U.S. and Canada, and direct to dance studios and consumers in Europe.

The rapid European launch signifies a successful ongoing integration and the rapid fusion of the Revolution Dancewear and Dance Direct management teams and operations.

  • In just 50 days post acquisition, the operations, marketing and sales teams successfully executed the distribution of a Revolution Dancewear collection catalog featuring more than 400 designs to prospective U.K. dance market customers and integrated Revolution Dancewear’s products on the Dance Direct U.K. website.
  • In just three months, the teams have integrated Revolution Dancewear products into Dance Direct’s German in-language website supporting customers in that country.
  • This week, Revolution Dancewear will roll out its product line in France, Spain and Italy.

“During the due diligence process, the synergies between our companies were palpable. Yet, chemistry alone doesn’t make for a successful integration,” notes Robb Lippitt, CEO of Revolution Dancewear. “The most critical aspect of a successful integration lies within a company’s people. Our teams have been dedicated since ‘day one’ to deliver on our vision to bring more choices, the highest quality and superior standard of care to our combined dance customers. I commend our teams for their professionalism, diligence and commitment to progress.”

The Revolution Dancewear and Dance Direct teams have been especially motivated by the enthusiastic customer response to bringing ready-to-wear costumes to the European market. Unlike the U.S. dance market, most costumes in Europe are still largely hand sewn by seamstresses. Within days of the European launch, one UK dance studio owner expressed her appreciation for Revolution Dancewear costumes as she was set to sew 2,000 costumes on her own. A ready-to-wear option provides a big customer benefit and a strategic advantage for Revolution Dancewear.

Note to Editors:

Revolution Dancewear CEO Robb Lippitt is available to discuss merger and integration strategies, leading through transitions and advancing U.S. operations into European markets.

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