Dancing its way to the top: EP dance apparel company is small business success story
By Natalie Conrad
The Minnesota Sun
December 23, 2013
From the Jazzercise outfits of the late 1980s to the professional dance and cheer teams of the NFL and NBA to the local dance teams and synchronized skating clubs, The Line Up has outfitted and glitzed them all on its way to becoming a small business success story.
The Eden Prairie dance apparel business was born in 1989 at the home of Deb Erickson. Today, it provides costumes for half of the NFL and NBA’s cheerleading and dance teams, as well as the greater Midwest, nationally and internationally through its online store. This year, the company moved into a new 16,000-square-foot facility in Eden Prairie and was honored as a “Small Business Success Story” by Twin Cities Business Magazine.
Owner and Creative Director Deb Erickson started her performance apparel business, The Line Up, back in 1989 when her Jazzercise designs caught the eye of the Minnesota Vikings cheer coach. Today, the business serves half of all NFL and NBA dance and cheer teams, along with college, high school and local clubs. (Sun Current staff photo by Natalie Conrad)
It all started when Erickson, a former textiles major, begin making her own workout clothes. Her unique designs caught the attention of friends from Jazzercise and Northwest Fitness, a former gym in the southwest metro. Soon, a Northwest Fitness acquaintance, who was the Minnesota Vikings Cheerleaders’ coach, asked Deb to make practice uniforms for the cheerleaders. Before long, the Washington Redskins and Minnesota Timberwolves cheerleaders called, followed by countless other professional teams. As requests outpaced Deb’s own sewing capacity, she worked with The Courage Center Homecrafter Program to help with sewing. At the time, she was still working full-time as a hard-of-hearing counselor for the state. By 1992, her hobby became a full-time pursuit and she relocated the business from home.
The Line Up got its start in the early 1990s designing costumes for the Minnesota Vikings Cheerleaders,…and has continued to make costumes for the team throughout the years, including the current costume.
Today, the company is a national leader in custom performance apparel, with a goal of $3 million in annual sales and a seasonally-flexible staff of 30-40 people. In addition to professional cheer and dance teams, the company’s client list includes cheer and dance teams for Division 1 universities, colleges, high schools, and competitive studios and clubs. The Line Up’s product line also includes figure skating apparel and fashion swimwear.
In 2007, the company opened an online store allowing them to reach more national and international clients. The website features 1,000 items that can be personalized to fit customer needs. Sizes offered range from a child size four to an adult 5X, in addition to custom sizes. The online store represents another facet of the company’s motto: “Your imagination. Our Creation.”
“We know who our customers are and what they’re looking for,” said Cheryl Ebersohl, director of product development.
The Line Up’s use of technology and online marketing has enhanced the company’s offerings and has set them apart as a leader in the industry, according to Erickson.
“The reason we’ve been so successful is our use of technology to streamline production,” Erickson said.
The Line Up employees Anna Garcia and Joana Machuca-Temoxte use the sublimation machine to cut pieces of fabric to make performance wear for dance teams. (Sun Current staff photo by Natalie Conrad)
And the dedication to making everything onsite sets it apart from other companies that outsource for production. From the embroidery to the sequins and rhinestones, all The Line Up’s products are made in the USA and right within the new facility in Eden Prairie. The fabrics used are manufactured overseas, but everything is sewn and assembled in-house.
Bloomington resident and production manager Rozi Rose sews a performance apparel piece at The Line Up’s new facility, where all products are made and completed on site. (Sun Current staff photo by Natalie Conrad)
The business moved to the new design and manufacturing, facility in Eden Prairie in April. The new facility houses every part of the business, from design to prototyping to manufacturing and enables The Line Up to have all of its products made in the USA. The new location also includes new embroidery equipment and upgraded manufacturing tools. The Line Up was previously located in another building in Eden Prairie and originally located in a small office building in Edina.
Whether it be 30 costumes for a team or a warm-up outfit for an individual hoping to make a professional dance team, The Line Up is committed to getting the customer whatever they need to make a show-stopping performance. That dedication to quality products and customer service keeps customers coming back, according to Erickson.
“Most of the time, we find that it’s more about building relationships with customers and staff,” Erickson said. “The product is always changing, so it’s important to have that experienced staff and work with customers on an individual basis.”
Developing a custom design is typically a 12-week process, so building a compatible relationship with customers is key. This philosophy, paired with technological advancements, has put The Line Up ahead of the competition. Erickson hopes the philosophy will help the company continue to grow in the future without losing its small business roots.
“We want to continue growing, but remain small,” Erickson said. “We want to be able to double our size, but still stay committed to our customers. It’s about managing growth and intimate relationships. That’s what sets us apart.”
Recent developments for the company have included working with designer Vera Wang on costumes for the Philadelphia Eagles dance team and printing text and logos directly onto fabric for parent and fan apparel.
