OVS, an Italian fashion retailer, has officially opened its first store in Mumbai at Sky City Mall, Borivali, marking a significant step in its India expansion following its New Delhi debut which took place in October last year.

This is the brand's re-entry into the country, having previously operated in India through a joint venture.

Globally, OVS operates over 2,600 stores, combining Italian design with accessible pricing. In India, however, the approach is more deliberate. Rather than chasing rapid expansion, the brand is prioritising learning and consistency, understanding a consumer who is digitally aware yet deeply value-conscious.

Spanning over 11,000 sq. ft., the new store introduces OVS’ global retail concept with a complete family-focused assortment across womenswear, menswear and kidswear. The Mumbai launch builds on a clear, two-city strategy.

As Sundeep Chugh, managing director, OVS India, told Manifest during a conversation ahead of the store launch, “For us, the focus has always been Delhi NCR and Mumbai. The idea was to first establish our foothold in India through Delhi, and then evaluate options in Mumbai.”

The Borivali location, he added, stood out for its strong catchment and brand mix, aligning with OVS’ positioning as a family fashion destination catering to a wide consumer base.

Beyond retail expansion, the brand is also taking a calibrated approach to market adaptation. While OVS is currently leaning into its global identity, Chugh noted that the strategy remains fluid. “For the next 12 to 18 months, the intent is to present a strong global Italian flagship identity. We’ll keep observing what’s working in India and what trends are emerging,” he said, adding that any localisation or collaborations will follow once the brand stabilises its first three stores.

The Mumbai launch is also backed by a campaign built around a single, confident idea. “In a cluttered market, one can’t just say ‘we have great shirts’. So we decided to take a confident step, and that confidence is about OVS being the ‘obvious’ choice,” Chugh explains. Interestingly, the insight stemmed from a personal moment at a Diwali party, later validated by global teams, and now anchors the brand’s positioning as an instinctive, everyday choice.

The campaign is currently live across YouTube and Instagram, supported by a targeted OOH rollout across high-traffic locations in Mumbai. This integrated approach is aimed at driving both awareness and physical footfall to the Borivali store, especially as the brand prioritises in-store experience in its early India journey.

At a time when e-commerce and quick commerce continue to reshape consumer behaviour, OVS is prioritising physical retail in its early India journey. “For the first two to three years, we want to focus on physical retail, building strong consumer connections through experience,” he said, pointing to hands-on engagement, in-store interactions and feedback loops as key to refining the brand’s approach.

Pricing, too, has been carefully calibrated for the Indian market. Drawing from both consumer feedback and prior experience, Chugh highlighted that OVS has aimed to keep pricing competitive and practical, with minimal deviation from global benchmarks.

Looking ahead, the brand is planning steady expansion, with a third Mumbai store at R City, Ghatkopar, slated for later this year and a broader roadmap that scales gradually. “The idea is to closely observe, interact with customers and assess, introspect, and improve continuously,” he noted. “After that, we’ll look at scaling more aggressively.”

Catch the full conversation with Chugh in our upcoming April issue. Click here to subscribe to Manifest.