Among many other global entrants, one of the more promising names that entered the Indian fashion landscape this year was Italian fashion giant OVS. With the country’s booming apparel sector reportedly set to reach USD 130–140 billion by 2030, this move is both timely and strategic, aligning with India’s young consumer base, rising disposable incomes, and growing appetite for accessible global fashion.
OVS S.p.A. is the largest clothing retailer in Italy, known for its affordable, quality apparel for women, men, and children. The brand entered India in late 2025 with a flagship store at Delhi’s Tagore Garden. In just 45–50 days of operations, OVS built a loyal base of nearly 5,000 customers and also achieved EBITDA-positive store performance. Looking ahead, the brand aims to strengthen its accessible-premium positioning in the country through large-format stores and global style sensibilities.
In an exclusive conversation with IMAGES Business of Fashion, Sundeep Chugh, Managing Director, OVS S.p.A. India, delves into how he foresees the brand’s India strategy unfolding in the coming years.
MARKET ENTRY & EXPANSION PLANS
“India is among the top consumer markets. The country has a phenomenal appetite for different brands to come and settle in. Our launch here was not about filling a strategic gap. It was about giving a glorious Italian representation in a young, diverse country with a phenomenal demography,” says Chugh about OVS’ vision for its India entry.
Over the next 18 to 24 months OVS aims to create a strong large-format family brand presence in India. During this period, it is targeting the opening of 5 large-format stores across key markets — primarily North India (Delhi–NCR), Mumbai, and select western markets.
“We want to understand, assess, introspect and keep learning and evolving so that the brand journey is stable, long-term and profitable. By the first quarter of 2027, we should have at least five really big stores across key markets,” Chugh adds.
OVS is also simultaneously building its website and plans to go live in the next nine to twelve months. The brand plans to go omnichannel only after the 2.5-3 years mark, once it has established its physical and online presence, which will be based on initial market learnings.
EXPECTED PRODUCT ASSORTMENT
Apart from adapting to India’s varied seasons, OVS intends to offer the original OVS experience. “The idea is that anybody traveling abroad visits OVS and then visits the India store, the representation is equally impactful and impeccable. That’s our thought behind keeping the assortments original.”
The brand intends to offer the same retail experience in India as in global markets — in terms of product proposition and pricing parity with Italy. “We will just fine-tune it from a seasonality perspective. We may not use heavyweight merchandise. We may focus more on lightweight and medium-weight products depending on the climate. But otherwise, product pricing, experience, and representation will be on similar lines to what anyone experiences overseas.”
INDIA MERCHANDISING STRATEGY
OVS operates under a strong umbrella brand architecture supported by multiple collections that address diverse consumer expectations. “OVS has a beautiful representation of different stories and collections. Under the OVS umbrella, we have different lines based on the expectations consumers have,” says Chugh.
One of the key collections is Piombo, positioned as a high-quality, premium offering centred around Pima cotton and crafted by Massimo Piombo, Creative Director at OVS. For women, Le Copain focuses on subtle European fashion designed to transition seamlessly from day to evening. Be Angel draws inspiration from high-street and pop culture, targeting younger consumers who are looking for expressive, trend-led styles.
Alongside these collections, OVS offers a strong range of basics, essentials and knitwear, which remains a core category for the brand globally. The Republic of Denim line has been developed in collaboration with Adriano Goldschmied, widely regarded as the “godfather of denim,” reinforcing the brand’s denim credentials.
From a merchandising perspective, OVS follows a ‘something for everyone’ philosophy. While the overall collection mix in India will mirror global markets, the weightage of specific stories will be adjusted based on local consumer response.
Currently, the contribution mix is:
- Women’s wear: ~45%
- Men’s wear: ~35%
- Kidswear: ~15–18%
- Innerwear and sleepwear: ~4–5%
“The overall representation, collection identity and democratic pricing will remain consistent with OVS’ global positioning,” Chugh notes.
LONG TERM MILESTONES & REVENUE OUTLOOK
While it is early for the brand to state specific revenue projections, the strategic intent is unambiguous. India is currently the top-priority market for the global OVS leadership team, backed by strong confidence in the country’s consumption story and the brand’s early momentum, says Chugh.
Globally, OVS commands over 10% apparel market share in Italy. In India, the brand is gearing up for its Mumbai launch in the first quarter of next year. The long-term ambition is bold. “OVS aims not only to become one of India’s leading fashion brands over the next five to seven years but also to emerge as the number one OVS subsidiary globally outside Italy,” Chugh concludes.
