Proline will dress up women too

Proline, once known as a sportswear brand for men, will launch its ladies wear line - women's 'sporty wear' and casual wear - in autumn (August-September) and promote it through an inhouse point of sale strategy.

The company will push the women's wear line through its standalone stores and also try to provide space in their existing stores at malls.

Proline has 30 shops today and plans to grow into a 50-store chain in 24 months. "For the expansion it will sign up with malls and it is also looking at 20 properties and shops across the country," said Rajesh Batra, chairman, Proline.

It now operates through 26 exclusive stores in India and 500 large format stores like Shopper's Stop, Globus and Lifestyle, and multi-brand outlets. It is sold through 400 independent retailers using a campaign based on endorsements from high profile cricket, tennis and squash professionals.

Proline has its presence in West Asia too where it is distributed through its agreement with the Landmark Group through the 'Lifestyle' chain. Proline has also gained a foothold in Sri Lanka through a local chain.

In 2002, Bombay Dyeing bought a 51 per cent stake in Proline. Since then Vivaldi and Proline have been brought under one umbrella, Proline India Private Ltd. Proline's two brands recorded a turnover of Rs 45 crore in 2005-06.

The firm rode the cricket wave that swept the country in 1983 with the Prudential Cup victory by Kapil's Devils. "It signed up Ravi Shastri and Sandeep Patil in the early '80s and the cricket euphoria helped push the brand to the fore," said Batra.