OVS India Expansion Targets 11 Stores by 2028

31 October 2026: OVS India is targeting 11 stores by the end of 2028, according to Managing Director Sundeep Chugh in interviews published on 23 October 2026. The Italian fashion retailer’s latest location at R City Mall in Mumbai takes its reported Indian footprint to three stores, as it tests demand before a faster rollout.

The brand’s official store locator lists the R City Mall address in Ghatkopar. OVS India advertised its public launch for 24 October. The location follows OVS’s first Mumbai store at Sky City Mall, Borivali, which opened in March 2026.

OVS India expansion targets and priority cities

Chugh told IndiaRetailing that the company aims to reach seven stores by the end of 2027 and 11 by December 2028, before accelerating expansion from 2029. These figures describe planned network totals, not stores already operating.

In a separate ETRetail interview, Chugh outlined a longer-term ambition of 25-40 stores over the next five to seven years. The company wants to learn from its initial outlets before committing to a faster pace.

The current rollout began in October 2025 with a store at Pacific Mall in New Delhi. Its next phase centres on established malls in metropolitan and Tier-I markets, with Pune, Chennai, Surat and Chandigarh among the cities under consideration. Chugh said early store feedback would help shape product choices and pricing.

The rollout follows growth reported earlier in the year. The Retailers Association of India (RAI) February 2026 survey recorded 9% retail sales growth year on year, with apparel and clothing up 12% among surveyed retailers. These are industry figures, not OVS’s sales results.

Large-format stores with selective product changes

OVS favours stores of around 8,000-12,000 sq. ft. for India. Reports put the R City Mall outlet at approximately 12,400 sq. ft., slightly above that preferred range. Its family-fashion format brings womenswear, menswear and childrenswear together.

Chugh reported average selling prices of INR 1,800-2,200, depending on the season, and an average bill value of around INR 5,500. He described a model built around accessible family fashion. The company intends to retain its Italian collection identity while using feedback from Indian stores to decide which local changes it needs.

Chugh estimates that 90-95% of the existing collection already suits Indian customers. That is management’s assessment, rather than an independent consumer-study finding. Planned adjustments include additional colours, earlier summer deliveries and changes to men’s shirt sizing. He also identified graphic T-shirts and shirts as categories the brand wants to strengthen.

Indian e-commerce website remains in development

OVS also plans a dedicated Indian e-commerce website. In the October interview, Chugh gave a six-to-nine-month timeframe, while other reporting pointed to the April-June 2027 quarter. The proposed site would complement physical stores.

OVS also plans to introduce its dedicated Indian e-commerce website within six to nine months, complementing its physical retail network. Future expansion will initially concentrate on major metropolitan and Tier-I markets, including Pune, Chennai, Surat and Chandigarh.

Sustainability remains another important priority, with the company emphasising cotton-based apparel, organic materials and responsible sourcing practices. With its combination of Italian design, accessible pricing, diversified collections and ambitious expansion plans, OVS aims to establish a distinctive position in India’s increasingly competitive fashion retail industry.