Proline: To add a sub-brand, spread retail footprint

Monday, 07 May 2012
Proline: To add a sub-brand, spread retail footprintProline considered the original Indian T-shirt brand is now looking at introducing a sub brand which will cater to customization needs of the market. Also on the agenda is expansion of its retail footprint across the country. Elaborates Sandeep Mukim, CEO, Proline India, “We would do mass customization for brands and licensed brands and personalization for individual customers. We are also looking at increasing our EBO count to 50 in three years, LFS to 150 and MBOs to 1,000 this year.”

LaunchedProline: To add a sub-brand, spread retail footprint in India in 1983, Proline came in at a time when the ready to wear market was at a very nascent stage. And Batra Group promoters of the brand Proline roped in iconic brand ambassadors like cricketers Ravi Shastri and Vinod Kambli to endorse the range. The brand has a strong association with sports and continues to occupy the status. It is retailed through 20 EBO, 105 LFS and above 700 point of sales. Internationally, the range is also retailed through all Lulus stores in the Middle East. And now the company is planning to tap Sri Lanka and some African countries this year.

Proline’s collection includes Essentials, Must Haves, Vintage sports, PRLN Original and Active Sports clothing and accessories for men, women and kids. “As far as e-retailing is concerned, we work with retail websites Myntra and Jabong and are among the top brands for them. We would launch our e-store by August this year,” Mukim informs. The brand has grown 25 per cent over the last year and is targeting growths at the same pace in the next two years. “We should be a Rs 175 crores brand at retail prices by 2015,” Mukim says. Explaining the current status of knitwear industry in India, Mukim says, “Knits is accepted as an all season product now. The products range from T-shirts, sweat shirts and bottoms transcend into the summer and winter seasons. The styling changes and layering helps this category to become an all season product.”

Adding further, he says that knits for women is the fastest growing segment and is dominated by message tees for the young and dresses for older customers. The concept of knitted leggings has changed the way Indian women dress. According to him, building a lifestyle brand only with knits is not possible. “Thus increasingly brands would extend into other product categories. This has happened in the denim segment as well where all brands offer a larger mix of categories,” Mukim sums up.