Shaka, Ovs's beauty brand, reaches 12 stores. A further 8 by the end of the year

Ambitious plans for Shaka, the perfumery and cosmetics brand of Ovs Group, which has also evolved into a chain, with a stand-alone network set to reach 20.

The largest is abroad

At Dubai, on 7 September, the largest Shaka store was inaugurated inside the new Ovs store — measuring 2.500 square metres, at Dubai Mall — the largest Shaka outlet, with its 200 square metres.

Shortly afterwards, from 16 to 20 September, the brand launched The Beauty Hotel, an “immersive experience” at Garden Senato, at Via Senato 14, in the heart of Milan Beauty Week.

Twenty Shaka stores by the end of 2026

Network expansion, which began last year with the single-brand stores in Pavia, Ferrara and Naples, has already exceeded the initial target (10 locations), achieving, again in September, 12 standalone commercial premises with an area ranging between 80 and 100 square metres.

And, the company explains, “another 8 are expected by the end of the year. The first stop, on Thursday 24 September, will be in the historic centre of Cremona, on Corso Campi. These will be joined by approximately 400 shop-in-shops inside an equal number of Ovs stores.”

Shaka, Rome, Via Ottaviano

Among the cities reached so far, in addition to those mentioned, there are, for example, Genoa, where Shaka arrived on 27 March 2026 at the Waterfront Mall, alongside other group brands (Piombo, Croff and Goldenpoint) and concurrently with the launch of the new themed district, Rome, Via Ottaviano (opening in mid-September 2026), Turin, Via Garibaldi, Venice, Centro Nave de Vero…

More and more brands for the Ovs Group

The development of an independent chain within the Ovs world is fully consistent with the group’s strategy, which is increasingly diversified in terms of brands and banners.

With a network of over 2.600 stores in Italy and abroad, most of them bearing the Ovs and Upim banners, the queen of fast fashion does, in fact, boast a wide range of its own brands, including Piombo, Ovs Kids, Les Copains, Blukids, Stefanel, Goldenpoint, Croff…

Listed on Euronext Milan since 2015, in 2025 Ovs recorded consolidated sales of 1.746 million euros (+7%), generating an Ebitda of more than 218 million euros.

In the first half of the 2026 financial year — 1° February/31 July — the group grew further, overall by 10%, confirming a decisive expansion trajectory, thanks to the excellent performance of the organic perimeter (+6%) and the contribution of Goldenpoint, which in turn grew by double digits. All the banners and brands drove the organic performance.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.