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Strictly's Shoe Maker Gets Tech Boost
20 Dec, 2025
Summary
- International Dance Shoes received a £20,000 grant for new technology.
- The company supplies footwear for Strictly Come Dancing dancers.
- New machinery will increase output by 10% and speed up production.
International Dance Shoes (IDS), a family-run business based in Milton Keynes, has adopted new technology to enhance its manufacturing capabilities. For over two decades, IDS has been the exclusive supplier of ballroom and Latin footwear for the popular television show, Strictly Come Dancing. This strategic investment was facilitated by a £20,000 grant from Made Smarter South East, a program designed to support manufacturers in adopting digital tools.
The grant will enable IDS to acquire advanced machinery, a move anticipated to boost their production output by 10% and significantly accelerate manufacturing timelines. This investment is crucial for the company, which is among the UK's few remaining specialist dance shoe manufacturers. They currently produce approximately 40,000 pairs annually, serving a global clientele across the US, Europe, Australia, and East Asia.
Rashmi Patel, the founder of IDS, expressed his pride in the company's long-standing association with Strictly Come Dancing. The introduction of new technology is expected to refine product quality through increased precision in the manufacturing process. Representatives from Made Smarter South East have confirmed that these advancements will foster upskilling opportunities for employees, ensuring job roles evolve with the new machinery rather than being displaced.
