Growth keeps International Dance Supplies on its toes


Devon-based dancewear and accessories business International
Dance Supplies (IDS) has started work on expanding its premises.
The major building project will expand IDS’s office, showroom and
warehouse facilities from 15,500 sq ft to 26,600 sq ft by
converting a car park into extra warehouse space. The building
work is scheduled to be completed in November, with additional
refurbishing running through January 2009.

The expansion coincides with what is expected to be a nearly
A 17 per cent rise in annual turnover this year, from £6
million to £7 million. Marketing and development manager
Andrew Ward attributed the growth to a number of initiatives,
including an increase in pagination for the annual catalogue,
from 212 to 228 pages. IDS is also seeing more orders from
mainstream schools, whereas previously it had marketed primarily
to dance schools.

Next year, Ward said, the company is going to work on increasing
the average order value of its core customers. To this end, it
has signed an exclusive product-endorsement deal with Darcy
Bussell, the retired principal ballerina with the Royal Ballet.
IDS is hoping that the new collection-the only range that Bussell
has endorsed to date-will encourage dance schools to upgrade
their uniforms.

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