The largest sector of the market relates to children, with nearly every young girl and an increasing number of boys being a prospective customer.

The market is changing, however – and growing significantly.

When the business started over 50 years ago, the emphasis was on serving dancers primarily. While dancewear, from ballet to disco, continues to provide an important source of sales revenue, today Dancia also embraces the needs of the increasing number of children and adults who engage in gymnastics, aerobics, skating, cycling and other keep-fit activities.

“Dance also makes an important contribution to national, regional and local economics and each year throughout Britain millions of services and products are bought in this multi-million pound industry.”