Italian Fashion Brand OVS Launches in New Delhi Amid India Expansion

OVS is targeting India for the first time, one of the markets with the greatest growth potential for the fashion industry. The Italian fashion retail group inaugurated its first physical store in New Delhi on Wednesday. Specifically, the opening is located in the Pacific Mall, one of the busiest shopping malls in the western part of the city, known as Tagore Garden.

The store has an area of 8,900 square feet, Apparel Resources said Wednesday. Previously, the company set up a temporary store to test the Indian market, where OVS intends to offer a shopping experience tailored to the market.

OVS global sales director Carmine Di Virgilio said that India has become a key market for the brand and that the opening is a further step in the company’ s international expansion.

The OVS store in New Delhi has 8,900 square feet of floor space

India continues to spark interest among major players on the fashion board. In July, Lululemon and Lotto also announced their entry into the country, which is developing beyond being an alternative to China’s production. The Canadian sports equipment company partnered with Tata CliQ, one of the country’s largest companies, to enter in the second half of 2026 with a first store in the form of a franchise.

Italy’s Lotto, meanwhile, teamed up with Agilitas Sports, a local sportswear company in India that has exclusive rights there, as well as in South Africa and Australia. Its arrival will begin with a line of premium sneakers and, for next year, it already plans to launch both apparel and accessories.

In April, Inditex also raised its stakes in the market, in a somewhat different way. Although the Galician giant already had a presence in the country, at the beginning of the year it sealed the acquisition of a further 14% of the joint venture it has in India to manage the Zara store network, while creating two new companies for the country.

Last year, they were Asos and Tendam. The former, a British company, signed a licensing agreement with the Indian operator Reliance Retail to distribute its offer through its own marketplace Ajio Business, as well as in physical points of sale in its network of Centro department stores.Tendam, meanwhile, announced an agreement with Myntra, which specializes in the distribution of fashion brands, to expand in the country. Myntra is also the Indian partner of Spain’s Mango.

Inditex, Mango, Tendam, Asos, Lotto and Lululemon all operate in India, a growing market.

The group’s flagship store posted its best-ever performance in the first half of the year, with growth of 3.3% over the same period last year. The company sold products worth €578.8 million.

The first quarter of the year was also a record one for the eponymous transalpine group, which recovered from a weak year-end. It ended the first half of 2025 with the best results in its history, with sales of €792.9 million, 4.1% more than in the first six months of a year ago.

Gross operating profit (ebitda) surpassed the €100 million mark, up 14.3% year-on-year. OVS’s profit was €45.8 million, compared to 34.8 million euros last year, up 31.7%. OVS, its brand name

OVS was founded in 1972 within the Coin group, one of Italy’s largest distribution groups, known as Magazzini Oviesse. The company has grown through acquisitions, such as Standa in 1999 and the Melablu fashion chain in 2008. In 2015, Coin spun off OVS, OVS Kids, Upim and Blue Kids and took OVS public in Milan.

India, meanwhile, is in a sweet spot for entrepreneurial opportunities. The consulting firm McKinsey pointed out in its latest study three keys to thrive in the market: a pricing strategy adapted to the territory, product adaptation and agility to get there before other competitors.