The Italian fashion retailer OVS aims to have 11 retail outlets in India by 2028 before accelerating its expansion from 2029 onwards. When assessing demand, the company will focus its efforts on major cities and Tier 1 markets.
OVS, which entered the Indian market for the first time last year, plans to open 11 stores by 2028; each will occupy an area of 8,000 to 12,000 square feet. The company currently has three stores, and this number is expected to increase to four by 2026. The latest store in Mumbai is the largest, covering 12,400 sq ft.
Sundeep Chug, Managing Director of OVS India, told Business Standard that the company intends to conduct an internal analysis and evaluate its operations, taking into account the learning curve, to be fully prepared for accelerated development in the coming months. He noted that the transition from opening the first store in October 2025 to reaching 11 stores by December 2028 represents an acceptable phase for the company.
Although the pace of expansion will be controlled until 2028, Chug explained that after gaining experience with customers, pricing, and products, the company will begin to accelerate its presence in the Indian market. Globally, the brand operates 2,600 stores in various regions.
According to Chug, key benchmarks include an average selling price of ₹1,800–2,200 and an average basket size of 2.8. Regarding digital sales, the company is working on creating its own website, which is expected to be operational by the end of the April-June quarter. Although the online share is expected to be minimal in the initial years after launch, it should reach 12–15 percent over the next 5–7 years, aligning with the level of other international brands in the country.
Concerning the introduction of other brands from the OVS group into India, Chug stated that the company will focus on family fashion. It will consider entering other brands from its portfolio into the Indian market once the company itself strengthens its position and sees sufficient demand.