Italian fashion retailer OVS S.p.A. has officially entered the Indian market, opening its first 9,000 sq. ft. flagship store at Pacific Mall in Delhi. The launch marks a key milestone in the brand’s global expansion as it prepares to compete with international players such as Zara, H&M, and Uniqlo.
The company aims to bring the essence of Italian fashion—quality, longevity, and affordability—to Indian consumers, setting itself apart from fast-fashion trends. “We don’t believe in fast fashion. Our garments are made to last, using biocotton and recyclable fabrics,” said Carmine Di Virgilio, Global Chief Retail Officer at OVS Global.
Unlike many global brands that enter India through partnerships, OVS has opted for a direct investment model, a move that underscores its long-term commitment. “We prefer to go direct so we can train our teams in Italy and replicate the same brand experience here,” Di Virgilio explained. He added that OVS is investing not only in retail spaces but also in building a strong local team and robust operations network.
Despite higher operating costs, OVS will maintain price parity with Italy, ensuring its products remain competitively priced. “If we lose the right price, we lose the customer. We’d rather invest in the market than in margin,” Di Virgilio said.
The brand plans a measured rollout, with a second store set to open in Mumbai by spring-summer 2026, followed by two to three more by the end of the year. Initially, OVS will focus on physical retail to help consumers experience its products before expanding online.
With over 2,000 stores globally and €1.63 billion in 2024 net sales, OVS enters India with confidence, aiming to blend Italian craftsmanship with the aspirations of a new generation of Indian shoppers.
