OVS India plans 11 stores by 2028, then a faster rollout from 2029

OVS India Retail, the Indian arm of Italian fashion retailer OVS, plans to open four stores in 2027, taking its count to seven, and to reach 11 by the end of 2028, managing director Sundeep Chugh said in a recent interview. From 2029 it intends to speed up, targeting 25 to 40 stores over the following few years.

OVS entered India in 2025 and has three stores, the latest at R City Mall in Mumbai. Chugh said the first 18 to 24 months were meant for learning the market and building a physical presence before scaling.

The OVS India store format

The brand has settled on stores of 8,000 to 12,000 sq ft, large enough to show the full range. Chugh said 90 to 95% of the global collection already suits Indian shoppers. The changes are limited: extra colours, women's dresses delivered in March rather than April for the Indian summer, more graphic T-shirts and shirts in menswear, and corrected sizing in men's shirts.

He also shared the store numbers it tracks:

Where it goes next

For the next three to four years OVS India will focus on malls in the country's top 20 markets, including Chennai, Surat, Pune and Chandigarh, before moving into tier-2 and tier-3 cities. Its own e-commerce site is due within six to nine months. At 25 to 40 stores, it expects physical retail to bring in around 85% of revenue and digital 12 to 15%.

A slow first phase with large stores puts the weight on productivity per store rather than store count. The bill value and basket size are the numbers to watch as the rollout speeds up.