Italian apparel major OVS has made its India debut with a 9,000 square feet flagship store at Pacific Mall, Tagore Garden, Delhi, marking a key step in its global expansion.
OVS enters India directly competing with the likes of global players such as Zara, H&M, and Uniqlo. However, the brand differentiates itself with a strong focus on democratic pricing and sustainable, high-quality materials. “We don’t like the term fast fashion because our garments are made to last,” said Carmine Di Virgilio, global chief retail officer, OVS Global, in an interview with ETRetail. “We use biocotton and recyclable materials, not acrylic. Our mission is to offer good quality garments with Italian style at the right price.”
Direct investment and long-term focus
Unlike many foreign brands in India, OVS has chosen a direct investment model. “We prefer to go direct because the philosophy of the brand is simple to transmit in a direct way. We train the people in Italy and they work in our stores here. This helps us ensure the values of the brand reach our customers,” Di Virgilio explained.
He added, “We are investing not only in stores, but also in the market, our team, and operations. It is important to start with the right team, the right materials, and the right store concept.”
Sourcing and pricing strategy
OVS already operates a longstanding sourcing office in India, contributing significantly to global sourcing. “We leverage the current sourcing base and aim to grow with the market,” Di Virgilio said. Despite higher costs in India, the company will maintain price parity with Italy. “Usually brands increase the price in a new market, but we decided to offer the same price here. If we lose the right price, we lose the customer. It’s better to invest in the market than in margin,” he added.
Measured expansion and omnichannel plans
Following its Delhi debut, OVS plans to open its second store in Mumbai by spring-summer 2026, with 2-3 more stores by the end of 2026. “We are not opening 100 stores at once. We want to understand the market, learn from the first seasons, and then accelerate expansion,” said Di Virgilio.
The company will also develop its own e-commerce platform, but the initial focus will be offline. “In the first 12-18 months, our focus is on physical retail and customer experience. People need to touch and experience our products. Once we have settled our offline presence, we will explore omnichannel options,” Sundeep Chugh, managing director of OVS India shared with ETRetail.
OVS S.p.A. shared that it leads the Italian fashion market through brands including OVS, OVS Kids, Stefanel, PIOMBO, Upim, BluKids, and CROFF (home décor). With over 2,000 stores globally and €1.63 billion in net sales in 2024, the group also distributes international brands such as GAP in Italy.
“We have arrived India with humility and confidence,” Di Virgilio said. “The best things at the right price, empathy, and good service, that’s what success is built on. Now, the last word is to the customer.”
