Founded in 1931, Camicissima Milano is an Italian menswear brands, celebrated for its mastery in crafting shirts, fine menswear, and timeless fashion essentials. With over 400 stores across 25 countries, the brand embodies Italian craftsmanship, classic elegance, and contemporary sophistication. In 2025, Camicissima made its India debut with the launch of its flagship store in Delhi, marking an important milestone in its global expansion.
At the helm of Camicissima’s India operations is Salesh Grover, Business Head OSL Luxury Collections, a seasoned leader with over 25 years of expertise in luxury and premium menswear retail. Having led the India businesses of fashion houses like Canali and Corneliani, he brings insight into market strategy, brand growth, and customer experience. Under his leadership, Camicissima Milano is building a presence in the country through retail experiences, customer-first initiatives, and expansion strategies aligned with the brand’s international legacy.
Medianews4u.com caught up with Salesh Grover Business Head OSL Luxury Collections
Q. How is the festive season looking like for OSL Luxury Collections?
The festive season is always an exciting time for OSL Luxury Collections. We are witnessing an increased appetite for premium and luxury menswear, driven by occasions, gifting, and the desire to invest in timeless style. This year, with the growing momentum of international brands in India, we expect strong demand across categories and brands that we represent.
Q. What marketing tactics will it adopt to grow sales for the various brands that it represents like Corneliani?
Our approach is multi-layered, strengthening retail visibility through curated store experiences, leveraging digital platforms for storytelling, and forging collaborations with stylists, influencers, and publications. For Corneliani specifically, we aim to highlight its Italian heritage and craftsmanship while positioning it as the ultimate choice for discerning Indian gentlemen who value elegance and precision.
Q. To push luxury menswear is digital the most effective marketing vehicle?
Digital is undoubtedly a powerful tool as it allows us to reach aspirational and globally connected consumers instantly. However, in luxury, it works best when complemented with physical experiences. Storytelling online sparks curiosity, but the real conversion often happens when the customer walks into a boutique and experiences the fabric, fit, and service first hand.
Q. What role does hyper personalisation play for OSL Luxury Collections like a Made-to-Measure (MTM) service in India?
Hyper personalisation is central to luxury. Our clients are looking for more than just garments, they seek individuality and exclusivity. Services like Made to Measure embody this philosophy, offering a tailored experience that celebrates personal style while reflecting the craftsmanship of the brand. For India, this resonates deeply as discerning customers appreciate bespoke luxury.
Q. Could you talk about the importance of print as an advertising vehicle for OSL Luxury Collections to push the brands it represents?
Print continues to hold prestige in luxury communication. Premium magazines and coffee table publications create a tangible and aspirational context for our brands. Print helps us target a highly curated audience, reinforcing the heritage, craftsmanship, and timeless qualities of the brands we represent.
Q. What is the value that Camicissima Milano brings to the Indian market?
Camicissima brings effortless Italian sophistication to Indian menswear. Known for its impeccable shirts, timeless designs, and versatile styles, it addresses the modern Indian man’s need for wardrobe essentials that are both classic and contemporary. Its value lies in offering luxury that is accessible without compromising on craftsmanship or quality.
Q. The brand embodies Italian craftsmanship, classic elegance, and contemporary sophistication. Is AI playing an important role in helping the company in this area?
Yes, AI has begun to play a subtle but impactful role, from analysing consumer preferences to optimising inventory and ensuring clients find styles that suit their personality. While craftsmanship will always remain human led, technology like AI helps us anticipate demand and tailor our offerings more effectively.
Q. This year, Camicissima made its India debut with the launch of its flagship store in Delhi. Is it similar in terms of look and feel compared to stores in other markets?
Absolutely. Consistency is vital to preserve the global identity of Camicissima. The Delhi flagship mirrors the brand’s international design language, with clean aesthetics, refined layouts, and an inviting warmth that blends elegance with comfort. This ensures customers in India experience the brand exactly as they would in Milan.
Q. Do its retail stores focus on blending elegance with comfort?
Yes, comfort is intrinsic to luxury today. Our stores are designed as welcoming spaces where customers can explore at ease. The ambience combines refined Italian design sensibilities with an approachable warmth, ensuring that shopping is not transactional but experiential.
Q. Could you shed light on the curated retail experiences, customer-first initiatives that will be done?
Camicissima enhances the retail journey globally with in-store personalisation such as complimentary initials embroidery, design-led storytelling zones that blend comfort with product education, and curated styling areas that highlight the brand’s commitment to detail, building on OSL’s wider legacy of experiential previews and events in India.
Q. Does e-commerce hold potential for luxury menswear or do the customers who are sophisticated want a touch and feel experience?
E commerce is growing rapidly, especially for entry level luxury and gifting. However, for core luxury menswear, touch, feel, and fit remain irreplaceable. We see digital platforms as powerful brand building tools while physical retail remains the cornerstone of conversion for discerning customers.
Q. How does OSL Luxury Collections approach B2B marketing?
B2B is about building strong, credible relationships. We work closely with fashion editors, stylists, and corporate partners to ensure our brands are well placed in shoots, campaigns, and projects. We also engage with architects and interior designers to showcase our stores as lifestyle destinations. The goal is to create a robust ecosystem that supports both visibility and sales.
Q. What other brands is OSL Luxury Collections looking to bring in the country? What does it look for before doing a partnership?
We are selective about partnerships. The focus is on brands that embody authenticity, heritage, and long term relevance in India. Our evaluation includes product quality, storytelling, and the brand’s ability to resonate with Indian clientele. While it is premature to name specifics, we continue to explore opportunities in menswear, accessories, and lifestyle.
Q. Is lack of retail infrastructure for luxury shopping a challenge for OSL Luxury Collections?
Yes, retail infrastructure in India is still evolving. While metros like Delhi and Mumbai have premium retail hubs, expansion into other cities often faces challenges. That said, this is changing rapidly, with more developers recognising the demand for luxury spaces. For us, it is both a challenge and an opportunity to shape new markets.
Q. Finally Giorgio Armani recently passed away. What role has he played in creating awareness about Italian menswear luxury and craftsmanship in the country that brands are now able to leverage?
Giorgio Armani was a pioneer who introduced India to the understated elegance of Italian menswear. His vision created awareness about the values of craftsmanship, tailoring, and timeless design, laying the foundation for Italian luxury in India. Brands today continue to benefit from the awareness he created, as Indian consumers now deeply appreciate the artistry behind Italian fashion.
