By  on May 29, 2014

MILAN — Change is afoot at Italian mass-market retailer OVS, which is opening a 9,687-square-foot flagship on Via Dante here today. With its tiled floor, iron shutters, light wood finishings and studiously uncluttered layout, the store offers visual cues to a major shift in creative direction.

In addition to unveiling technological tools developed with Google Enterprise, which will facilitate communication among OVS stores and between the retailer and its shoppers, the company has been positioning itself as a trendier fast-fashion destination. It is also in talks with financial adviser Lazard about an end-of-year return to the stock exchange, which OVS parent company Gruppo Coin exited in 2011 after it was acquired by the BC Partners private equity fund.

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