Pro-Line International, Inc.: The Next Chapter – Brief Article
The Alberto-Culver Company is combining its African American brands, TCB and Motions, and its marketing muscle in the U.S. and internationally, with the Pro-Line brands Soft & Beautiful, Soft & Beautiful Just for Me and Pro-Line Comb Thru to form a new company Pro-Line International, Inc.
“The goal of Pro-Line International, Inc. is to build on the strong foundation that each of these brands has established in the U.S. and to tap the huge international market,” said Howard B. Bernick, President & CEO of Alberto-Culver Company He added that the combination would form the second largest marketer of African American products in the world.
The new company will continue to be based in Dallas. Day-to-day operations will continue to be managed by the Pro-Line management team headed by Eric Brown, president and Renee C. Brown, executive vice president. The operation will report to James Marino, a group vice president for Alberto-Culver, headquartered in Melrose Park, IL. Pro-Line International President Eric Brown commented: “Alberto Culver will offer Pro-Line heightened research and development support and help spring board broadened distribution in international markets.”
In a ceremony marking the completion of the acquisition, Carol L. Bernick, President of Alberto-Culver North America, saluted Comer J. Cottrell, the founder of Pro-Line Corporation, for his vision and entrepreneurial drive in building the company. “At the time when the African American market was not on the radar screen of major marketers, Mr. Cottrell was developing innovative products and convincing retailers of their potential,” Mrs. Bernick said.
In addition to the Pro-Line manufacturing facility, Alberto-Culver operates fifteen plants around the world. It is a $2 billion manufacturer and marketer of beauty, personal care and household products, selling in 120 markets around the world. Its Sally Beauty Company is the largest distributor of professional beauty supplies in the world with over 2,200 stores in the U.S., Canada, Great Britain, Germany and Japan.
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