OVS, an Italian store chain part of Gruppo Coin, has just inaugurated its new flagship store in Milan city centre, in Via Dante.

The new 900 sqm space shows a more evident fashion-conscious evolution after their previous OVS Industry step forward. “This very beautiful store marks a new evolution that shows how from our previous ‘industry’ connotation we are now transforming ourselves. From selector-producers, we are now gradually becoming ‘authors’,” commented Stefano Beraldo, CEO of OVS. “With our new OVS Via Dante store we want to emphasize our evolution in terms of merchandising, design and excellent development undertaken during the last seasons,” he continues while referring to the overall transformation that their women’s collection has undergone thanks to the support of their fashion coordinator Caterina Salvador who previously worked for designer brands such as Giorgio Armani and Dolce&Gabbana. Moreover, a similar direction will be taken in order to transform their mens’ and kidswear segment after the recent recruitment of fashion director Marco Mazzoran (who previously worked for designer brands such as Giorgio Armani, Jil Sander, Roberto Cavalli and Calvin Klein).

The newly inaugurated flagship store will also be offering the OVS Via Dante collection, a special fashion-driven limited edition selection that will only be sold at this store and through the brand’s own e-commerce page, which will be regularly updated with new trendy items.

While speaking about the new store – that is only hosting womenswear and menswear – Beraldo continues: “It is a contemporary, clean and essential store that wants to let the product be the absolute protagonist.” This project was taken care of by Vincenzo De Cotiis-Vincenzo De Cotiis Architect studio that also collaborated with other recent projects of the group such as Excelsior Milano in Milan and Coin Excelsior in Rome. This new Via Dante store has maintained elements of the old structure such as wooden arched window frames and old scrapped walls combined with retro-lit plexiglas paneled walls and metallic elements. This new store concept was also developed in order to be gradually transferred to the other existing OVS stores in the future. The investment for redesigning this store was 3 million Euros.

OVS and Google Enterprise have partenered to implement the latest retail technologies
OVS and Google Enterprise have partenered to implement the latest retail technologies


A series of new technology solutions, developed according to a partnership signed with Google Enterprise also distinguishes this new shop. Aim of the operation is to give customers an omni-channel experience and ever greater connectivity thanks to a new virtual changing room, sales assistants supporting clients with iPads, multi-media totems and click-and-collect services. OVS and Google Enterprise have actually signed an agreement with the aim to give OVS access to ground breaking technologies that can offer customers a new multi-sensory experience both in-store and online. Google Enterprise systems are aimed at speeding up Coin’s business processes, bolster efficiency and communication with the end-consumer and within the whole retail organization.

The Coin Group is Italy’s largest apparel retailer, holding a 7.67% share of the market. The Group owns the OVS, Coin, Excelsior Milano and Upim brands and reported total sales of €1,666 billion in 2013. The Coin Group operates 1,095 department stores in Italy and 154 overseas, with a total retail area of 850,000 square meters. OVS is presently operating through 546 direct stores in Italy and 150 abroad (approximately three quarter of the stores that the group operates are OVS). By end 2014, they will open 120 new stores (80 in Italy and around 40 abroad).

OVS revenues represent 70% of the group’s sales and 95% of the group’s results. In 2013, OVS reached €953 million sales and total revenues of about €1.2 billion, considering total sales (including sales through franchising stores). OVS expects to increase its sales by +6%, by end 2014.

The group has also announced that the OVS insignia will go public by the end of 2014, and will announce its spin-off by September 2014.

Impression of the OVS store in Via Dante (Milano)
Impression of the OVS store in Via Dante (Milano)