New owners keep Pirouette on 10th Street

Pirouette Activewear, located at 121 10th St. in Brandon, has officially transitioned to new ownership after 25 years as a staple in the city’s downtown retail scene.

Melissa and Todd Bryden, a military family who moved to Brandon just weeks before the onset of the pandemic in 2020, purchased the specialty store from former owners Lorinda and Mike Abbey in April.

The sale price remains undisclosed, but Melissa describes the acquisition as a leap of faith supported by a deep passion for community, youth and the arts.

“We made the investment as a family,” Melissa told the Sun. “None of the banks or local investors initially saw the value of the business ‘on paper,’ so we stepped in ourselves to make sure it stayed in Brandon. This store has been part of the community for a quarter-century, and we didn’t want to lose it.”

Founded in 2000 by the Abbeys, Pirouette Activewear has catered to dancers and athletes in Brandon and beyond. It stocks a wide range of dancewear, shoes, swimwear, gymnastics gear and figure skating attire, serving customers as far north as Thompson and into the U.S. border states.

But as shopping habits evolve, the Brydens are reshaping the store to meet modern expectations.

While the physical location remained open during the ownership transition, June — a traditionally quiet month in the dance world — provided an opportunity for the new owners to refresh both the store’s layout and its branding.

One major shift is the focus on e-commerce. Working with Brandon-based tech firm IntriTech, the Brydens are developing a more robust online shopping experience.

“We’re building a website and marketing strategy that will make shopping with us as easy as any online retailer,” Melissa said. “But the difference is, when you shop with us, you’re supporting local families and helping keep downtown vibrant.”

They’ve also partnered with the Brandon Downtown Development Corporation and Brandon Chamber of Commerce to access grants that support digital marketing and web development.

Notably, the Brydens chose to keep Pirouette in its longtime 10th Street location — an intentional decision that came with challenges. Some potential investors pressured them to relocate to a newer space, or even close and reopen under a different name.

“We were adamant about staying downtown,” Melissa said. “Three of the city’s major dance studios are within a block of us. It just makes sense to be where our customers are.”

However, operating a small business in the city centre isn’t without its issues. Limited parking, lower evening foot traffic and safety concerns have led to some adjustments. The store recently implemented a doorbell-entry system to enhance customer safety and comfort.

“Families have said they feel better knowing the store is a secure space, especially for our littlest customers.”

For Melissa, the business is not just about merchandise — it’s about creating experiences. As a former dancer and a mom of two young dancers, she understands the joy that comes from being part of the performing arts. And after years in the military and as a federal government employee caring for injured soldiers, she was ready for a new chapter — one filled with laughter and joy.

“It’s a refreshing change to be part of something that brings people happiness,” she shared. “From tiny ballerinas trying on their first pair of shoes to teens getting ready for competition season, I love that I get to be part of these moments.”

The Brydens plan to expand store hours to better serve working families and explore additional ways to support local arts and sports communities. They’re also focusing on social media and supplier partnerships to raise awareness and keep pricing competitive, especially with the rise in tariffs on U.S. imports.

“It’s more than shopping,” Melissa said. “We want people to come downtown, grab a coffee, visit a few shops and make an experience out of it. We’re proud to be a part of that.”

» aodutola@brandonsun.com

» X: @AbiolaOdutola