Alessandro Bastagli, the businessman who holds the Everlast license for the Italian market, has reached an agreement to buy a 40 percent stake in Dimensione Danza, the Italian producer and retailer of dance equipment, and to help promote the brand in foreign markets.
Under the agreement, Bastagli's company, A.Moda, will acquire a stake in DD Studio, a company run by the founder of Dimensione Danza, Nadia Necchi, and her daughter Ginger Baroni. A.Moda has an option to take over control of DD Studio at a later stage.
Dimensione Danza has annual revenues of €30 million, including stationary products and a children's wear license with Maglificio Simon. Under its new partnership, which will start with the spring/summer 2013 collection, A.Moda aims to raise Dimensione Danza's sales to €40 million within three years. It also wants to double the share of exports to 40 percent of the turnover during the period.
International growth will encompass the Americas, the Far East and Northern Europe. Dimensione Danza already signed a deal to set up a network of franchised stores in China two years ago. The brand enjoys a strong reputation in Russia and some other markets outside Italy.
According to Bastagli, Dimensione Danza has to complete its “migration” from a dance brand to activewear. Baroni will continue to oversee the design of the activewear collection. Dimensione Danza plans to expand its product range and its retail network. It expects to launch a licensed footwear line as well as a men's collection, using Everlast's experience in the sector.
Until six years ago, the Dimensione Danza brand was licensed to Meeting, the Italian company that is now marketing its own Deha brand as a replacement.
