OVS, the Italian fast fashion chain, has announced its next strategy to further expand internationally, while inaugurating their biggest 3000-sq.meter store in Milan, in the central shopping street Corso Buenos Aires at number 21.

“In the last few years, despite the general market difficulties and the landing of most important fast fashion giants in Italy, we hired the best insiders, renovated and upgraded our collections, strengthened our brand identity and perception and speeded up on fashion-forwardness and, while many of our competitor registered minus 7% losses in 2014, we gained a +7%,” explained Stefano Beraldo, CEO of OVS, referring to their €1.3 billion turnover registered in 2014 when compared to 2013.

Interactive Kiosk in OVS new retail store
Interactive Kiosk in OVS new retail store
“By reaching such results we felt ready to start exporting even more thoroughly our concept internationally,” he explained while mentioning that out of their total 790 existing stores worldwide (503 direct ones and 287 in franchising), 133 are abroad and these last ones mostly sell kidswear. “For this, when we started opening this store, which took us two years and an about €7 million investment, we also wanted to increase our product offer by adding more merchandise for women, men and kids including a wider selection of jeanswear, knitwear, athleticwear and underwear and a further upgrade in terms of quality and fashion-mindedness.” (To read more on high-street retailers' denim offering, click here).

The new megastore occupies 2,860 sq. meters on three levels. It was designed by architect Vincenzo De Cotiis, who already worked for Exccelsior Milano and designed their first new concept Via Dante store opened in May 2014, with the aim to create a neutral environment where bright lights, metal and glass panels create an easy and welcoming atmosphere helping merchandise stand out and become the protagonist of this location. “Our idea to create a huge single glass panel entrance is meant to let visitors enter without finding any obstacle nor feeling uncomfortable,” commented De Cotiis. Interactive changing rooms, easy to access information on products available in other OVS stores help offering the customer a more complete digital shopping experience. Moreover, the store has earth friendly criteria. For this it employs new fixtures and complements that help saving 30% electricity and 40% water, plus all building materials and future shop leftovers can and will be trackable.

According to the same store concept and value-for-money product philosophy, OVS will open a store in Dubai in October 2015 to be followed by other openings in the Middle East and other fashion capitals that are very likely to be London and Madrid. OVS is already selling in Spain (also through shop-in-shop of the El Corte Ingles department store chain), in Eastern Europe and Switzerland.

Denim area at OVS Corso Buenos Aires street in Milan
Denim area at OVS Corso Buenos Aires street in Milan