OVS Industry, fashion retailer and part of Italy’s Coin Group, just opened its 500th store in Milan city centre in Via Torino, a few steps from the city’s Duomo Square. The store with a sales floor of 1,200 sqm is characterised by a total redesign philosophy, more urban and sophisticated with colored neon lights, wooden floors and mirror walls while offering fashion for men, women and kids. In addition to its own private label, the store’s portfolio also includes special editions or designer collaboration lines such as Elio Fiorucci’s ‘Baby Angel’ collection for young girls, or for the first time Grand & Hills, a new men’s casual line designed by Davide De Giglio, founder and former owner of Vintage 55. By s/s 2011, OVS will also sell Eequal, a new collection designed by Ennio Capasa for OVS. The new store in Milan also will be the first OVS store that carries designers’ cosmetics and fragrances.

For the opening of its 500th store and the f/w 2010/11 campaign, OVS had involved Scott Schuman, US photographer and blogger behind The Sartorialist  in order to celebrate various individual styles as an expression of the company’s brand philosophy. Furthermore, the opening of the store started off with a street fashion show of models gathering inside the store coming from different parts of the city. “We are opening our 500th store in a moment of great dynamism for the group,” commented Stefano Beraldo, CEO Coin Group, referring to various initatives recently carried out, such as the acquisition of retail chain Upim.  “We are intensively remodeling the former Upim locations. One year after the acquisition, we have already opened 14 new OVS Industry stores and have already increased sales results,” Beraldo remarks. Thus, a totally redesigned Upim store will open this week in Corso Buenos Aires, Milan.