Bombay Dyeing plans to sell its apparels under Proline brand

Our Corporate Bureau
20 February 2003

Mumbai: Bombay Dyeing, which recently bought a major stake in Proline India, is in the process of revamping and consolidating its entire apparel business. The company now plans to sell its apparels under the Proline brand.

Proline India owns the Proline brand and is the licensee for Fila in India. With its stake acquisition in Proline India, Bombay Dyeing plans to slot the various brands in specific segments. Officials in Bombay Dyeing say Vivaldi will mark its presence as a value-for-money brand in men's formal wear while Proline will address the semi-formal, casual wear category.

Fila, for which Bombay Dyeing holds the marketing license, will offer a choice in the premium sportswear category. With Vivaldi's operations being shifted out of Mumbai, Bombay Dyeing's apparel business will henceforth be managed from Bangalore, home to a number of other major apparel companies such as Madura Garments and Indigo Nation.

Bombay Dyeing has undertaken the revamp mainly to effect a complete makeover of the Vivaldi brand and wants to position it as a value-for-money men's formal wear range. At present Vivaldi is positioned as a premium men's wear brand, competing against brands like Louise Philippe's and Van Huesen.

Also, with sourcing, buying, styling and manufacturing getting centralised under Proline India, Bombay Dyeing will be able to cut down on the cost of production by reaping significant economies of scale.