Selling: Football


Prostar’s bright future


Grass roots football brand Prostar is now operating side-by-side with Mitre to reaffirm its position in the market. David Pittman reports


P


rostar has been supplying the sports trade in one form or another for over 100 years, starting with socks and then growing into teamsports apparel at the turn of the 21st Century.


In March 2010, Prostar was acquired by the Pentland Group, entering it into a stable that includes Mitre, Speedo, Berghaus, Kickers and more.


In the 15 months since the takeover, Prostar and Mitre have been brought closer together. For example, they have combined some services in a move which has seen the operational teams and warehouses merged to service both brands from the former Prostar offices in Wakefield. This has helped overcome one of the main issues that Prostar faced prior to the Pentland takeover: stock replenishment. Pentland has now invested heavily in making sure Prostar is carrying the right stock levels as people want to be able to place an order and have it delivered within 48 hours, it says.


Nicola Lesirge, now marketing manager for both Mitre and Prostar, says: “Prostar wasn’t replenishing its stock levels at the correct rate, which meant core lines were not always available at key periods during the season. Stock replenishment is a critical aspect for all teamwear brands, and the inability to deliver had a negative impact on the trade.”


The collaboration


between Mitre and Prostar has continued beyond the merging of services, and into more strategic decisions. For instance, the decision has been made to withdraw the Mitre grass roots


28 www.sgb-sports.com


apparel range, with Prostar no longer involved in producing equipment. This will keep the two brands separate and distinct, but allow them to offer a complete range to the market through a single


catalogue. New point-of-


sale units are in the process of being distributed to the


market in order to help retailers draw attention to the Prostar range and cement the brand’s position within the consumer consciousness. A new and improved stock portal has been launched where retailers can order and monitor stock, check prices and keep up-to-date with both the Prostar and Mitre ranges. This was launched in April, with account details and access information now distributed to retail partners. Lesirge says: “This is already being well used by the trade and is part of an effort to provide a one-stop shop level of service where customers can use one catalogue to place one order, then receive one delivery and fulfil one invoice.


“The Prostar range has been improved by the addition of the Ascoli and Maritimo jerseys as well as the Fasano training shirt and short set, with further new additions to follow for the 2012-13 range.” But, in the midst of


all these developments, Prostar


has not lost its roots.


“Value is a very


important proposition for


Prostar. The products are available at competitive prices, offering the quality and


benefits the market has come to expect from the brand,” says Lesirge.


Prostar also remains focused on grass roots football and has a proud relationship with the England Schoolboy Football Association, which highlights this commitment.


Mitre has also benefited from the partnership with Prostar. This has come from the pooling of resources and the fact that both brands can concentrate on their own areas of expertise while also calling on the other for support. Lesirge says: “Now the two brands are operating side-by-side, the aim is to be the leading teamsports brands on the field of play. With expertise in all areas of the game, we offer the ultimate one-stop shop for all clubs and their kit and equipment needs, with a vast range that ensures availability regardless of budget.”


She adds: “Early feedback from existing customers would suggest this combination is a winning formula for both Mitre and Prostar and is only the beginning of things to come. This certainly appears to back up the combined brands’ new strapline ‘Play as One’.”


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