Strictly Come Dancing shoe maker keeping stars on their toes steps into next growth phase with Made Smarter

International Dance Shoes (IDS), based in Stonebridge, has supplied the ballroom and Latin footwear worn by Strictly’s professional dancers and celebrity contestants for more than two decades. 

The family-run company, founded in 1981, is one of the UK’s last remaining specialist dance shoe manufacturers and has built an international reputation for precision, comfort and craftsmanship. 

Every pair is designed and made in the IDS factory in Milton Keynes, where around 30 skilled staff work across two production tracks to cut, shape, stitch and construct shoes for global export markets. The business produces around 40,000 pairs a year, supplying customers across the United States, Europe, Australia and East Asia.

With its 45th anniversary approaching, the business is now partnering with Made Smarter South East, the government-backed programme helping manufacturers adopt new digital tools to boost productivity and prepare for long-term growth.

With support from Jez Heys, technology adoption specialist for Made Smarter South East, IDS has carried out a full review of its products, processes and workforce to create a digital transformation roadmap. 

As part of this plan, the company is applying for a grant to invest in advanced lasting machinery that would increase output by 10%, speed up throughput and shorten lead times by a third. It would also raise product quality through greater precision in the production process.

The investment will help IDS tackle the UK-wide shortage of traditional shoemaking skills, reduce labour costs and maintain competitive pricing in global markets. By simplifying and digitising key stages of production, the upgrade will upskill two existing staff into new roles and create three additional positions across the business.

"Strictly is a special part of our story. We have been supplying shoes to the show since the very first series, and it remains an important showcase of British manufacturing. We watch the show with huge pride. But while the judges and viewers are glued to the celebrities and pro-dancers, we are watching the shoes to make sure they perform," said MD Justin Patel.

"Our ambition is to remain part of Strictly’s story for years to come, but it is only one part of our future. We want to keep the craftsmanship, keep the quality and keep the elegance. Our long-term growth depends on diversification and on building a more digitally enabled production process that helps us stay competitive. Made Smarter is helping us explore what that future could be."

IDS has already expanded into new sectors, supplying footwear for major stage productions including The Devil Wears Prada in the West End. The company is also developing new ranges for performing arts colleges and large entertainment companies.

Made Smarter South East was launched in April to help manufacturing and engineering SMEs adopt cutting-edge technologies that improve productivity, competitiveness and sustainability. The £1.55m programme is being delivered by Surrey County Council in partnership with 11 local authorities and LEPs across the South East.

Since its launch, more than 400 businesses have registered to access expert advice, leadership and skills training, student placements and match-funded technology grants of up to £20,000.

"International Dance Shoes are a brilliant example of skill, creativity and innovation in our region. For two decades their shoes have supported every step, spin, kick and sauter performed on the famous Strictly dancefloor, as well as stages and studios around the world. We are proud to be supporting them as they navigate their digital transformation," stated Heys.

madesmarter.uk/adoption/in-my-region/south-east