Promart India plans image makeover

Promart India, the discount retail chain for apparels

and value format concept, plans to go in for an image makeover and rebranding of its logo in a move to reach out to more people. It plans to open around 100 stores across tier-II, III, IV cities over the next year.

Run by Apple Group of companies and VEMB Lifestyle, Promart operates 50 stores. These stores will be rebranded by the February-end. The company has signed up with McCain Mumbai for all its brand communication, and plans to invest around Rs 300 crores for expansion. The idea behind the rebranding exercise is to project a youthful image of the company apart from strengthening its backend supply and processes.

Commenting on the development, Ashish Garg, MD, Promart said, “We are happy to have McCann as our creative partner as the agency will be responsible for providing 360 degree creative inputs on print, store visuals and retail merchandising to start with. McCann has a proven track record in building iconic brand strategies which will help elevate the positioning of our brand. TV and social media will be looked upon at a later stage as we are a relatively new and growing brand.”

Promart, under the new management, bought out the intellectual property and assets from Provogue in November 2011. It houses over 50 brands which includes Levi’s, Pepe, Lee, Wrangler, Spykar, and Gini & Jony, among others.