Strictly Shoe Maker in Milton Keynes Invests in New Technology to Boost Production
A family-run dance shoe manufacturer based in Milton Keynes, International Dance Shoes (IDS), renowned for supplying footwear to Strictly Come Dancing, has announced a significant investment in new technology aimed at enhancing production efficiency and maintaining its competitive edge.
Longstanding Connection with Strictly Come Dancing
For over two decades, IDS has crafted ballroom and Latin shoes worn by dancers on the popular BBC series Strictly Come Dancing, filmed at Elstree Studios in Borehamwood, Hertfordshire. Founded in 1981 by Rashmi Patel, who previously worked in shoe manufacturing, the company has established a reputation for quality and craftsmanship. Rashmi Patel expressed pride in his shoes being featured on the show since its inception and often visits the studios to assist with fitting dancers.
Managing Director Justin Patel emphasized the importance of the partnership, calling Strictly “a special part of our story,” and highlighted the busy period the business experiences during the show’s run. “While the judges and viewers are glued to the celebrities and pro-dancers, we are watching the shoes to make sure they perform,” he said.
Government-Backed Support for Digital Transformation
To modernize their manufacturing processes, IDS recently secured a £20,000 grant from Made Smarter South East, a government-backed program that supports manufacturers in adopting new digital tools and automation technologies. This funding is designated to facilitate the purchase of advanced machinery slated for installation next year.
Justin Patel outlined that the investment would enable the company to "combine multiple processes into one and speed things up a lot," projecting a 10% increase in output as a direct result. The new equipment is expected to improve product quality through heightened precision and streamline production workflows.
Skilled Workforce and Job Security
IDS employs approximately 30 skilled workers managing two production lines dedicated to cutting, shaping, stitching, and assembling the dance shoes. Jez Heys from Made Smarter South East reassured that the introduction of new technology is designed to upskill employees rather than reduce jobs. “Our purpose is to help businesses digitize and automate their processes, increasing productivity while allowing people to grow their skills on the new machinery,” he explained.
A Legacy of British Manufacturing Excellence
Producing around 40,000 pairs annually, IDS serves customers worldwide including in the US, Europe, Australia, and East Asia. The company remains one of the UK’s last specialist manufacturers dedicated solely to dance shoes, underscoring a legacy of British manufacturing in a niche market.
With the new technology investment, IDS aims to enhance its operational capacity while continuing to supply high-quality shoes for Strictly Come Dancing and dance enthusiasts globally. The Strictly Come Dancing 2025 final is scheduled to broadcast on BBC One and BBC iPlayer from 7 pm today.
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Related Links:
- International Dance Shoes
- Made Smarter South East
- Strictly Come Dancing
