Specialized Brand

Complete Home & Office Furniture

CEO ​Message
”PASSION PERSISTENCE & PATIENCE.”

Are the key attributes to attain the highest degree of excellence!

Bringing change is like walking against the river water. This can be only achieved with Passion persistence and PATIENCE.

Holding a fortune in the family business is always very alluring. Whereas I was keen to dismantle the old outdated culture and replace it with a thoroughly professional and sophisticated one. yet anxious enough to explore the new horizons of craftsmanship embedded in technology to transform the business along modern professional lines. In the initial extreme tense and tough years of struggle, I was able to break the status quo. My determination turned into passion and was enough to keep me motivated to meet the international standard of the industry.

Persistence makes PROFINE able to be recognized amongst top five prestigious furniture brands in Pakistan. This degree of excellence couldn’t be attained without patience.

Company Legacy

The story begins in the 1867s in a city of Uttar Pradesh known as Saharanpur when Ali Hassan, a man of craft started wood carving and manufacturing. It is hard to trace back much about that generation, what they used to like, what they liked to eat etcetera but one thing we know about him is that he made a living out of his hobby and converted that into his passion. After the partition, his son, lntezam Ali, the man of determination, decided to do something extra ordinary. The love for crafting wood transformed into making furniture. 

 

A wooden a furniture store was built and he started giving furniture on rent. It was very natural of him wanting his next generation to be joining the same line of work as his. And guess what, among twelve, three children did not disappoint him. One of those three, Saleem Mehmood, another man of craft and determination both, kept the lights on and worked unreservedly in the furniture industry than rest.

 

He altered the structure a little and expanded the horizons from just renting to selling office furniture. The bequest of working in the furniture industry travelled from that generation of 1800s to the generation of 2021 (as we speak) when the command is now in the hands of a man who has the craft, who is determined, persistent and earnestly vigorous.

Brand Journey

The fourth generation of The Ali Hassan Family took the company to higher place. The young and enthusiastic man of the present generation refused to take up the old ways. His determination paved the way for the first step towards establishing the brand we are now. To make it a top-of-mind brand has become a lifelong obsession not only for him but he has transferred this determination into his team as well. He believed that to compete with the world is not what Profine should be doing but the competition is with itself; to become better and better each passing day!

The unrelenting efforts of Mr. Ali Hassan who doesn’t only share the name of his great-grandfather but also a hundred times more determined are going to pay off. Today, Profine employs a team of enthusiastic people and operates in the furniture industry with a new mission possessing the legacy of 100 years. In keeping with its founder’s ideologies and level-headed leadership of the people who kept it going no matter what the circumstances were, the brand has maintained a remarkably decorous persona.

Throughout all these years Profine has gone through many struggles. It was not easy to survive for more than 10 decades. Darwin’s theory ‘survival of the fittest’ is equally applicable on brands and the strength lies in the acceptance of change and not giving up on your values at the same time. The descendants of Mr. Ali Hassan did not only accept that with the passage of time but also, they remained knitted to their values.

Introduction

We have a legacy of four generations since 1867.Profine is a specialized brand offering a complete range of premium yet affordable collections for your everyday home and business needs. We deal in the office, home, kitchens and wardrobes. Our focus has always been on customers’ requirements with a keen interest towards new ideas, innovation and customization at affordable prices.

A Hundred and Fifty Year Legacy

Expertise in Corporate and Home furniture

Quality that Always Exceeds Your Expectations

50,000 Sqft. State-of-the-Art Production Facility

ISO 9001-2015 Certified Quality Management System

Mission:

Inspire the masses as well as small and medium sized organizations to become the users of branded furniture.

Vision:

To be the first and only furniture brand chosen for our innovation, customized solutions, durability, customer services, and affordable prices.

Values:
  • Customer Excellence
  • Innovation
  • Results Orientation
  • Communication
Quality Policy

Provision of high quality products & services

Achieving excellence in product and services

Total customer satisfaction

System and continuous review of the objective

Provision of high quality products & services

Achieving excellence in product and services

Total customer satisfaction

System and continuous review of the objective

Provision of high quality products & services

Achieving excellence in product and services

Total customer satisfaction

Provision of high quality products & services

Achieving excellence in product and services

Total customer satisfaction

Reasons to Choose Profine

Promising strength and long lasting finishing stays upto 10 years

100% modular technology, knock down installation, can be shifted easily

Excellent after sales service ensure timely maintenance if required

Innovative and Harmonized Designs

Innovative and Harmonized Designs

High Quality Materials and Trendiest Designs

Reasons to Choose Profine

Promising strength and long lasting finishing stays upto 10 years

100% modular technology, knock down installation, can be shifted easily

Excellent after sales service ensure timely maintenance if required

Innovative and Harmonized Designs

Innovative and Harmonized Designs

High Quality Materials and Trendiest Designs

Production Facility 

Our Production Facility is Equipped with Latest technology, automatic and semiautomatic woodworking machinery, highly qualified 200+ skilled workforce, and approx. 50,000 Sqft covered area. We have an integrated ERP system to manage all the systems.

Our designers think differently and create production efficient & customer focused ideas through deep research. We have high concern in developing skills and knowledge in woodworking to our industry employees whatever your industry, from small to large-sized company, our flexible Production facility strengthens our capability to handle projects efficiently.

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News & Updates

Annual Lunch 2023

Annual Lunch 2023

Celebrating togetherness and a decade of excellence! Profine family comes together for the 12th Annual Lunch, where laughter, smiles, and memories filled the air. Our amazing employees make every day brighter, and events like these remind us why we're one big, happy team! Here's to many more years of fun, growth, and success together!

Best 100 CEOs

Quam interdum neque

Cras eu elit congue, placerat dui ut, tincidunt nisl. Nulla leo elit, pharetra bibendum justo quis, cursus consectetur erat. Sed nec posuere turpis. Maecenas nec bibendum purus. Nulla fringilla, lorem iaculis iaculis fermentum, ligula nibh mollis ipsum.

Father’s Day Sale

Father’s Day Sale

Father's Day is the ideal occasion to honor and show appreciation for fathers, so Profiners made a video to express their sentiments to their fathers in a way that they were unable to do so in person. The majority of people were currently hunting for unique father's day gifts. With a 200k purchase, Profine was offering 15% off office furniture and 30% off all décor shelving. The sale began at 13th June and continued till 20th June, 2022.

July Exhibition

July Exhibition

The Lahore Exhibition took place at Expo Center from July 22 to July 24 in 2022. Profine just unveiled a new Diva Bed Set with a classic design. Due to its exquisite fusion of traditional and modern styles, Diva experienced a significant increase in footfall.

August Exhibition

August Exhibition

Profine participated in the Islamabad Exhibition, which took place at Tulip Banquet Hall from August 19th to 21st, 2022. There, the Alder Bed Set, Charm Dining Table, and our new Diva Bed Set were displayed. Many customers were attracted in by our well-designed stall and outstanding display.

Lahore DHA Exhibition

Lahore DHA Exhibition

The Lahore DHA Exhibition was held on 2nd Sept to 4th Sept, 2022. At the event, Profine launched the new Aldo Bed Set. The vast audience was drawn in by its casual and organic aesthetic blend with modern and vintage design.

Multan Exhibition

Multan Exhibition

The Multan DHA Exhibition was held from 23rd to 25th Sept, 2022. The Diva Bed Set, Luna Bed Set, and Charm Dining Table were all displayed. Profine took part in the Multan Exhibition for the first time to make an impression there on the Multan market. We got a very enthusiastic response.

Employee Excellence Award 2022

Employee Excellence Award

In an organization, recognizing and appreciating employees is important. On October 1, 2022, Profine conducted a ceremony to present awards for employee excellence. It included training sessions on team building, time management, and management with our CEO, Mr. Ali Hassan, and HODs. Following the training, our well-deserving resources received promotions and the employees of the year were recognized. At the DHA Club, our CEO, Mr. Ali Hassan, organized a lunch buffet. The day was enthralling for every employee.

Featured in Discover Pakistan

Discover Pakistan

Profine was really delighted to be featured in the "Made in Pakistan" show. All facets of Profine were discussed on the show. They spoke with our CEO while seeing our factory and showroom. The show described how we manufacture the products.

IAPEX Exhibition

IAPEX Exhibition

Profine participated in the Largest Building Materials Exhibition, IAPEX which held at Expo Center from 4th to 6th November, 2022. This exhibition was based on B2B market. Profine launched whole new range Aspire Office Series. The sleek and modern design of Aspire Series were appreciated by many architects and consumers.

Clearance Sale

Clearance Sale

Profine announced a clearance sale, providing flat 25% off on kitchens, office furniture, and wardrobes. Besides, Profine offered 40% discount on Kitchens. It started on August 22 and ran till September 30. It was the year's most prosperous sale.

Wedding Sale

Wedding Sale

Wedding season is an emotional mixture. The excitement and anxiousness of beginning a new life. Each year, Profine tries to launch a new product. Profine provided a flat 20% discount for this year's sale. It began on October 1 and is still going today.

International Women's Day

Women’s Day

The celebration of women's equality and empowerment in society takes place on Women's Day. All of Profine's female colleagues received a surprise from our Brand and Communication head, Miss. Ambreen Mahmood, who also decorated the office with balloons, cards, and bouquets. Besides this, a finely prepared cake. For all the female employees, it was a gratifying and empowering experience.

Learn Fest

Learn Fest

Our CEO Mr. Ali Hassan was invited at the Learn Fest which was organized by CEO Club. This program was arranged to encourage the youth on Entrepreneurship. Top companies CEO were invited.

SEE Pakistan 2022

SEE Pakistan 2022

Our CEO Mr. Ali Hassan was invited as a guest at the largest Entrepreneurship Exhibition showcasing Innovative and Creative Pakistan. Leading speakers from Industry and Government were invited as well and there was the live streaming of the show “Idea Croron Ka”.

Henkel Corporation

Henkel Corporation

Henkel Corporation, World Leading German Adhesive Brand CEO and Head of Business Development for the Middle East and South Asia, visited Profine with his team to investigate the adhesive market in the furniture industry. Profine is a pioneering client in the adhesive furniture segment.

UCP Alumni Association

UCP Alumni Association

Our CEO, Mr. Ali Hassan, was invited to an Interactive Iftar Meet-up by the UCP Alumni Association. They invited the top 25 family-owned business owners.

Sports Gala 2022

Sports Gala 2022

Working continuously is hectic. Employees need some activity to stay focused and to keep mind fresh. Every year, Profine arranged Sport Day, which include different type of games like cricket tournament, badminton, table tennis and ludo tournament. It is enjoyable to see our Profiner’s sport man spirit.

Signing Ceremony with SAP

Signing Ceremony with SAP

Profine took another step towards betterment by partnering with ITSEL (Company of Elite Engineering Pvt. Ltd.) for implementation SAP B1 ERP.

News & Updates

Best 100 CEOs

Cras eu elit congue, placerat dui ut, tincidunt nisl. Nulla leo elit, pharetra bibendum justo quis, cursus consectetur erat. Sed nec posuere turpis. Maecenas nec bibendum purus. Nulla fringilla, lorem iaculis iaculis fermentum, ligula nibh mollis ipsum.

Father’s Day Sale

Father's Day is the ideal occasion to honor and show appreciation for fathers, so Profiners made a video to express their sentiments to their fathers in a way that they were unable to do so in person. The majority of people were currently hunting for unique father's day gifts. With a 200k purchase, Profine was offering 15% off office furniture and 30% off all décor shelving. The sale began at 13th June and continued till 20th June, 2022.

July Exhibition

The Lahore Exhibition took place at Expo Center from July 22 to July 24 in 2022. Profine just unveiled a new Diva Bed Set with a classic design. Due to its exquisite fusion of traditional and modern styles, Diva experienced a significant increase in footfall.

August Exhibition

Profine participated in the Islamabad Exhibition, which took place at Tulip Banquet Hall from August 19th to 21st, 2022. There, the Alder Bed Set, Charm Dining Table, and our new Diva Bed Set were displayed. Many customers were attracted in by our well-designed stall and outstanding display.

Lahore DHA Exhibition

The Lahore DHA Exhibition was held on 2nd Sept to 4th Sept, 2022. At the event, Profine launched the new Aldo Bed Set. The vast audience was drawn in by its casual and organic aesthetic blend with modern and vintage design.

Multan Exhibition

The Multan DHA Exhibition was held from 23rd to 25th Sept, 2022. The Diva Bed Set, Luna Bed Set, and Charm Dining Table were all displayed. Profine took part in the Multan Exhibition for the first time to make an impression there on the Multan market. We got a very enthusiastic response.

Clearance Sale

Profine announced a clearance sale, providing flat 25% off on kitchens, office furniture, and wardrobes. Besides, Profine offered 40% discount on Kitchens. It started on August 22 and ran till September 30. It was the year's most prosperous sale.

Wedding Sale

Wedding season is an emotional mixture. The excitement and anxiousness of beginning a new life. Each year, Profine tries to launch a new product. Profine provided a flat 20% discount for this year's sale. It began on October 1 and is still going today.

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Employee Excellence Award-2022

In an organization, recognizing and appreciating employees is important. On October 1, 2022, Profine conducted a ceremony to present awards for employee excellence. It included training sessions on team building, time management, and management with our CEO, Mr. Ali Hassan, and HODs. Following the training, our well-deserving resources received promotions and the employees of the year were recognized. At the DHA Club, our CEO, Mr. Ali Hassan, organized a lunch buffet. The day was enthralling for every employee.

Featured in Discover Pakistan

Profine was really delighted to be featured in the "Made in Pakistan" show. All facets of Profine were discussed on the show. They spoke with our CEO while seeing our factory and showroom. The show described how we manufacture the products.

IAPEX Exhibition

Profine participated in the Largest Building Materials Exhibition, IAPEX which held at Expo Center from 4th to 6th November, 2022. This exhibition was based on B2B market. Profine launched whole new range Aspire Office Series. The sleek and modern design of Aspire Series were appreciated by many architects and consumers.

International Women’s Day

The celebration of women's equality and empowerment in society takes place on Women's Day. All of Profine's female colleagues received a surprise from our Brand and Communication head, Miss. Ambreen Mahmood, who also decorated the office with balloons, cards, and bouquets. Besides this, a finely prepared cake. For all the female employees, it was a gratifying and empowering experience.

Learn Fest

Our CEO Mr. Ali Hassan was invited at the Learn Fest which was organized by CEO Club. This program was arranged to encourage the youth on Entrepreneurship. Top companies CEO were invited.

SEE Pakistan 2022

Our CEO Mr. Ali Hassan was invited as a guest at the largest Entrepreneurship Exhibition showcasing Innovative and Creative Pakistan. Leading speakers from Industry and Government were invited as well and there was the live streaming of the show “Idea Croron Ka”.

Henkel Corporation

Henkel Corporation, World Leading German Adhesive Brand CEO and Head of Business Development for the Middle East and South Asia, visited Profine with his team to investigate the adhesive market in the furniture industry. Profine is a pioneering client in the adhesive furniture segment.

UCP Alumni Association

Our CEO, Mr. Ali Hassan, was invited to an Interactive Iftar Meet-up by the UCP Alumni Association. They invited the top 25 family-owned business owners.

Signing Ceremony with SAP

Profine took another step towards betterment by partnering with ITSEL (Company of Elite Engineering Pvt. Ltd.) for implementation SAP B1 ERP.

Sports Gala-2022

Working continuously is hectic. Employees need some activity to stay focused and to keep mind fresh. Every year, Profine arranged Sport Day, which include different type of games like cricket tournament, badminton, table tennis and ludo tournament. It is enjoyable to see our Profiner’s sport man spirit.

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Home Series Catalogue
Kitchen Catalogue
Wardrobe Catalogue
Master Catalogue
Chairs Catalogue Volume 2
Charter Series Catalogue
Optimus Series Catalogue
Dynamic Series Catalogue
Smart Series Catalogue
Freedom Series Catalogue
Office Series Master Catalogue