Italian fashion retailer OVS has opened its GCC region flagship at Dubai Mall, bringing its ‘House of Brands’ concept to one of the world’s most prominent retail destinations.
The store, spanning over 2,500 square metres, is a significant evolution of the company’s store concept, with a refined architectural design intended as a showcase for the Group’s key brands and a clear view of the different brands and categories on offer. It carries womenswear, menswear, childrenswear, accessories and lingerie, along with pieces designed exclusively for the UAE market. It also houses Shaka, OVS’s beauty concept, in the largest format the Group has developed to date. Shaka offers a curated selection of international indie brands alongside Made in Italy labels.
“This opening marks an important milestone in OVS’s international growth journey. We strongly believe in the potential of the UAE and the wider region, and have chosen to invest here with a long-term perspective. Establishing a presence in the heart of one of the major global retail hub, Dubai Mall gives us the opportunity to fully express the uniqueness of our House of Brands model and introduce it to an international audience. This is a significant investment and a tangible expression of our confidence in the region and our commitment to building a strong, long-term presence here,” said Stefano Beraldo, CEO of OVS S.p.A.
Massimo Piombo, OVS Creative Director, said, “Dubai has a very international outlook, making it a dynamic and cosmopolitan city that encourages exploration and curiosity. That makes it an exciting place to present the OVS world. My collections are designed for everyone. They are infused with Italian flavour – art and culture are rooted in the beauty of my country – and draw inspiration from travel, one of my greatest passion. I believe Dubai is the ideal setting to introduce them to an international audience.”
Following recent openings in New Delhi and Mumbai, the Dubai flagship further strengthens OVS’s international development and its connection between India and the Middle East.
The House of Brands model
OVS has evolved this vision into a ‘House of Brands’ model, bringing a portfolio of distinct but complementary brands under one strategic umbrella. Each brand keeps its own style, identity, aesthetic and community, while the Group leverages shared expertise, sourcing, retail capabilities and consumer knowledge.
The portfolio spans fashion, activewear, underwear and beauty. OVS and OVS Kids offer contemporary, accessible Italian fashion for adults and children. PIOMBO, founded on the creative vision of Massimo Piombo, combines a sophisticated culture of colour, research, international influences and Italian elegance. Les Copains offers a refined, contemporary take on the heritage Italian brand, balancing tailoring, lightness and timeless elegance, while Stefanel focuses on Italian femininity, particularly knitwear and a versatile wardrobe.
For a younger audience, B.Angel offers an urban, trend-driven aesthetic influenced by digital culture, and Utopja builds its wardrobe around styling and coordinated looks. Altavia covers activewear, combining style, functionality and technical performance, and Goldenpoint covers underwear, hosiery and beachwear. Shaka, the Group’s beauty concept, combines the Shaka brand with international beauty brands and Made in Italy labels.
Founded in 1972, OVS has expanded from apparel into womenswear, menswear and childrenswear, as well as accessories, beauty and home decoration. Its philosophy holds that style, quality and design should be accessible to everyone, captured in the claim “Love People. Not Labels.”
