Italian fashion major OVS S.p.A., one of Europe’s largest apparel retailers, has made its formal entry into the Indian market with the opening of its flagship store at Pacific Mall, Tagore Garden, New Delhi. The launch, hosted in collaboration with Pacific Development Corporation Ltd., marks the start of the brand’s measured expansion into one of the world’s fastest-growing fashion markets.
OVS, which reported global revenues of €1.63 billion in FY24 and operates more than 2,200 stores worldwide, is bringing to India its hallmark positioning — Italian design, accessible pricing, and high-volume retail efficiency. The Delhi flagship, spread across approximately 9,000 sq. ft., offers the brand’s full collection for men, women, and children, including its in-house labels such as PIOMBO, B.Angel, and OVS Kids.
Reflecting on the global significance of this launch, Carmine Di Virgilio, Global Chief Retail Officer, OVS, said in an official statement, “India is one of the world’s most exciting fashion markets, and we’re thrilled to bring OVS here. With our blend of Italian design, affordability, and sustainability, we aim to offer style that’s accessible and meaningful. ‘Love People, Not Labels’ is at the heart of what we do, celebrating individuality and connecting authentically with our customers. This launch is an important milestone in our international growth journey and underlines our commitment to serving fashion-forward customers across diverse markets.”
Sundeep Chugh, Managing Director, OVS India added, “The overwhelming response to our debut in Delhi is a testament to the city’s appetite for international fashion experiences. Our flagship store offers a modern, seamless shopping experience that reflects our Italian roots while catering to the tastes of Indian consumers. OVS will quickly become a trusted name for those who seek quality, style, and value, all under one roof.”
Cautious Expansion, Confident Intent
OVS’s India entry comes through a wholly owned subsidiary, and its roadmap reflects a cautious yet confident rollout. As per media reports, the brand plans to open five stores across key metros within the next two years, while simultaneously increasing sourcing from India.
This measured approach is consistent with OVS’s international playbook. Over the last decade, the Italian group has expanded across Europe, the Middle East, and Latin America, balancing brick-and-mortar growth with a robust digital presence. India, however, represents one of its most ambitious emerging-market entries to date — a test of both brand adaptability and consumer resonance.
Strategic Partnership with Pacific Mall
For Pacific Mall, which has hosted several global firsts in India, the collaboration strengthens its positioning as a destination for international brands. “At Pacific Mall, every new brand is more than a store opening — it’s a step toward creating richer, more connected consumer experiences,” said Ashish Gupta, Executive Director, Pacific Development Corporation Ltd., in his announcement post. “Welcoming OVS is part of our commitment to bringing global fashion to Indian consumers.”
The mall currently houses an expanding portfolio of premium international retailers, with OVS joining the ranks of brands such as H&M, Sephora, and Marks & Spencer — further elevating West Delhi’s fashion landscape.
A Measured Bet on a Transforming Market
India’s organized fashion retail market, estimated at over USD 60 billion, continues to see strong international participation — from Uniqlo and H&M to GAP, Celio, and Vero Moda. For OVS, which thrives in the “affordable premium” segment, India presents an opportunity to address consumers who are aspirational yet price-conscious, and whose wardrobes are increasingly defined by global influence.
Industry analysts note that the timing is opportune. The post-pandemic retail recovery, coupled with rising urban incomes and mall-led expansion, has created fertile ground for accessible European brands. Moreover, India’s growing role in global apparel sourcing aligns with OVS’s stated intent to ramp up its procurement base in India — potentially positioning the country as both a market and a manufacturing hub.
Looking Ahead
The launch of OVS at Pacific Mall is just the beginning of what could be a strategic and long-term play in India. The company’s next stores are expected in Mumbai, Bengaluru, and Pune, though exact timelines remain undisclosed. OVS is also exploring digital integration, including localized e-commerce and partnerships with leading online marketplaces.
As global brands recalibrate their India strategies — balancing experience-led retail with scalable omnichannel ecosystems — OVS’s entry represents another signal of India’s maturing fashion appetite. The coming seasons will determine whether the Italian retailer can translate its European efficiency into Indian relevance.
Also Read: 20 International Brands that Entered India in 2025
