25 February 2026, Mumbai
Expanding its retail footprint in India, Italian fashion powerhouse OVS SpA is launching its debut store in Mumbai at Borivali on March 14, 2026. This expansion follows a high-performance entry into New Delhi in late 2025, where the brand achieved EBITDA-positive results within its first 50 days of operation. By securing an 11,000-sq-ft flagship at Sky City Mall, OVS is positioning itself to capture a significant share of Mumbai’s sophisticated, trend-conscious demographic.
Capitalizing on the democratic luxury trend
The brand’s secondary phase focuses on bridging the gap between mass-market retail and premium Italian design. With India’s apparel market projected to reach $105.5 billion in 2026, OVS is deploying an ‘accessible-premium’ model, offering collections such as PIOMBO and Les Copains at democratic price points. The brand’s Mumbai entry is a natural progression fueled by the fashion maturity of the region, says Sundeep Chugh, Managing Director, OVS India. The strategy aims to convert India's burgeoning young population into long-term brand loyalists by maintaining price parity with its European outlets.
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Scaling towards global market leadership
OVS is executing a phased retail roadmap, targeting the top 20 malls across India over the next three years. This physical expansion is supported by a robust supply chain; the company has operated a sourcing hub in India for over a decade, providing a competitive edge in logistics and local market adaptation. India is among the brand’s highest-priority international growth markets, notes Carmine Di Virgilio, Global Chief Retail Officer. With a long-term goal for India to become OVS’s largest revenue contributor outside Italy by 2032, the brand is currently evaluating further Tier-1 locations to solidify its omnichannel dominance.
OVS is Italy’s leading apparel retailer, specializing in menswear, womenswear, and children’s clothing for more than 2,200 stores worldwide. After a successful 2025 fiscal year with net sales exceeding €1.7 billion, the brand is aggressively expanding into Asia, leveraging its ‘Love People, Not Labels’ philosophy. In India, OVS operates through large-format stores, prioritizing sustainability and Italian craftsmanship. Since its 2015 public listing, the group has transitioned from a domestic leader to a global omnichannel powerhouse.
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