The store is designed to offer consumers an immersive shopping experience, reflecting OVS’s approach to making Italian design and contemporary fashion accessible to a wider audience while maintaining standards of quality and sustainability.
The new outlet brings together OVS’s portfolio across womenswear, menswear and kidswear, featuring collections from OVS, PIOMBO, Les Copains, B.Angel and OVS Kids. It also introduces MYA, OVS’s curve collection, to the Indian portfolio, expanding the brand’s offering with more inclusive fashion choices for Indian consumers.
At the heart of OVS’s vision is the belief that style, quality and design should be accessible to everyone. The brand views fashion as an inclusive form of personal expression rooted in people’s everyday lives, a philosophy captured in its claim, “Love People. Not Labels”.
Driven by the goal of building brands for people rather than labels for status, OVS celebrates individuality, diversity and the freedom to express personal style beyond stereotypes.
Over time, the company has developed this vision into a “House of Collections” model, bringing together a portfolio of distinctive and complementary brands under one strategic umbrella. Each brand has its own style, identity, aesthetic and community.
OVS entered the Indian market in 2025 with its first store at Pacific Mall, New Delhi. This was followed by its Mumbai debut at Sky City Mall, Borivali, in March 2026.
The opening at R City Mall further strengthens the retailer’s presence in Mumbai, which remains a key market in its India strategy, given its diverse consumer base and opportunities for further retail expansion.
Speaking at the launch, Sundeep Chugh, Managing Director, OVS India, said, “The opening of our largest store in India reflects our objective to build a meaningful and long-term presence in the market. With a flagship-style experience and a broader portfolio of brands, we aim to enrich the customer experience and to make contemporary Italian style accessible to Indian consumers while offering them greater choice across categories. Mumbai remains an important market for us as we continue to build our footprint in India.”
Building on its growing presence, OVS India plans to open four additional stores by the end of 2027, taking its total retail network to seven stores.
The expansion roadmap includes key markets such as Delhi NCR, Mumbai and its surrounding regions, including Thane, Navi Mumbai and Vashi, as well as Pune, Surat, Bengaluru, Chennai, Hyderabad and Chandigarh.
The brand will focus on suitable mall destinations across Tier 1 cities and select Tier 2 markets as it continues to expand its retail footprint in India.
Globally, OVS operates more than 2,600 stores across multiple markets. The brand continues to advance its responsible fashion initiatives through responsible sourcing, water-efficient processes and the use of recyclable materials.
The newly opened store is located at R City Mall, Lal Bahadur Shastri Marg, Amrut Nagar, Ghatkopar West, Mumbai, Maharashtra 400086. It opened on 23 October 2026 and has a sales area of approximately 12,000 sq. ft.
OVS S.p.A. is Italy’s leading clothing group for men, women and children, with operations also spanning the beauty and home decoration segments. Its network comprises more than 2,600 stores in Italy and internationally, the majority operating under the OVS and Upim banners.
The group offers a broad portfolio of proprietary brands, including PIOMBO, OVS Kids, Les Copains, Blukids, Stefanel, Goldenpoint, CROFF, which focuses on home decoration, and Shaka, which operates in the beauty segment.
Listed on Euronext Milan since 2015, OVS recorded sales of EUR 1.746 billion in 2025 and achieved an EBITDA of more than EUR 218 million.
Within the group’s portfolio, OVS remains at the centre, offering contemporary, accessible Italian fashion for women, men and children, designed for a broad and diverse audience.
OVS Kids extends the same values into childrenswear through versatile, comfortable and contemporary collections designed to accompany children through different stages of growing up.
PIOMBO, created from the vision of Massimo Piombo, brings a distinctive approach to fashion, combining a sophisticated culture of colour, research, international influences and Italian elegance reinterpreted through a contemporary lens.
Les Copains reinterprets the heritage of the historic Italian brand through a refined, contemporary vision of femininity, balancing tailoring, lightness and timeless elegance.
B.Angel caters to a younger generation through an urban, immediate and trend-driven aesthetic influenced by digital culture and contemporary codes.
With its largest Indian store now operational in Mumbai and four more outlets planned by the end of 2027, OVS is continuing to build its presence in the country through an expanded retail network and a broader portfolio of fashion collections.
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