Italian fashion retailer OVS plans to expand its Indian footprint to 11 stores by 2028, with a long-term goal of 40 locations. Operating via a partnership with Reliance Brands, the company is leveraging its existing supply chain where 15 per cent of its global production is already sourced from India.
Italian fashion retailer OVS has accelerated its expansion plan in India, aiming for a network of 11 stores by 2028 with a long-term goal of 40 locations by the early 2030s. This strategy follows the launch of the brand’s largest store to date in Mumbai this past week. The company, which re-entered the Indian market in 2025 through a partnership with Reliance Brands Limited, is positioning itself to capture a significant share of the mid-market apparel segment.
Strategic Retail Expansion
OVS focuses on "democratic pricing," a strategy aimed at offering Italian-designed menswear, womenswear, and children’s clothing at accessible price points. By prioritizing large-format flagship stores in major cities including Delhi-NCR, Bengaluru, Hyderabad, and Chennai, the retailer is attempting to differentiate its brand identity in an increasingly crowded Indian retail environment. The company plans to test tier-2 markets in future phases to support its long-term growth trajectory.
The expansion is backed by an established local supply chain. India already accounts for 15 per cent of OVS's global production output, which the company indicates provides the necessary operational scale to manage a growing retail footprint. This manufacturing base, built over years of partnership, serves as a foundation for the brand's ability to maintain a consistent supply while scaling its physical presence across the country.
Market Competition and Monitorables
Investors and industry observers will note the intense competition in India's mid-market apparel segment. OVS competes with established domestic giants such as Tata’s Zudio and Westside, Reliance Retail’s broader apparel portfolio, and international brands including H&M and Zara. The company’s success will depend on its ability to manage high real estate costs in major metropolitan hubs and maintain profitability while sticking to its competitive pricing strategy.
Beyond physical retail, the brand intends to launch a dedicated website next year to bolster its reach and implement an omnichannel strategy. The ability to effectively balance the overheads of large-format stores with digital adoption will be a key factor for the brand’s long-term sustainability. Future updates to track include the pace of new store openings, the performance of the digital platform, and how the brand manages margin pressure amid aggressive local competition.