New arrivals at Genoa’s Waterfront Mall: Rituals, Testone and Poormanger join the line-up

Also in view of Black Friday, 27 November, and the festive season, Waterfront Mall, Genoa’s themed shopping district under the aegis of Genova Sviluppo, is expanding with three new openings.

The three openings confirm steady growth

Opening today, 29 November, are three new brands: Testone (traditional Umbrian cuisine), Poormanger (a stuffed potato restaurant) and Rituals (personal and home care).

The trio is part of the development path launched with the mall’s opening in March 2026, and reflects a development strategy based on the careful selection of recognised brands and formats capable of interpreting evolving contemporary lifestyles.

When it opened, Waterfront already comprised around 80 outlets, around twenty of them in the food and beverage sector.

Since the ribbon-cutting (27 March to be precise), a large supermarket, covering 1.500 sq m and bearing the Coop Liguria name (28 May), King (footwear), Amy Pet, Hamerica's (US-inspired cuisine), Old Wild West, Miniso and others have arrived, to name just a few.

Waterfront Mall: the new tenants in focus

Let’s turn to the new tenants. Rituals, a Dutch B Corp, has around 1.500 single-brand stores (60 in Italy as at June 2026), in addition to more than 4.800 points of sale (shop-in-shops and corners in department stores and perfumeries) spread across around 33 countries worldwide. In 2025, it achieved a turnover of 2,43 billion euros, while net revenue recorded a +16 per cent increase.

The new Ligurian boutique will offer a wide selection of perfumes, skincare and body-care products, home fragrances and gift ideas.

As we have seen, food and drink is a defining feature and is also constantly expanding. Testone, which takes its name from the Umbrian torta al testo (a savoury pie cooked on a particular type of griddle, known as a testo), had 8 locations until yesterday, including Perugia, Assisi, Milan and Ellera (Savona)... It is an informal and convivial street-food format that aims to highlight the authenticity of our regional cuisine.

Poormanger, founded in Turin in 2011, has instead helped to popularise the jacket potato in Italy, transforming a simple preparation into an original gastronomic offering. The potatoes, slow-cooked, tossed with extra-virgin olive oil and filled with fresh, seasonal ingredients, form the basis of the offering. It has a strong presence in Piedmont, particularly in the regional capital, as well as in Milan and Bologna.

And that is not all, because events are being added to the new openings. Ahead of the All Saints’ Day celebrations, Waterfront Mall is organising the Halloween Run (31 October), in collaboration with Zun Athletics.

More than 600 candidates on recruitment day

The 7 and 8 November will instead see the Cosplay Weekend, two days dedicated to the world of cosplay (a costumed event in which participants embody some of the best-known characters from popular culture).

The Waterfront Mall project also stands out for its focus on the local employment impact. The results of the first edition of the Recruiting Days, organised in collaboration with the Employment Centre, which involved 12 mall companies and enabled interviews to be held with 629 candidates, fit into this perspective.

“The focus – the owners assure us – is now on 2027, with the aim of continuing to strengthen the complex as an urban destination capable of combining retail, food and drink, culture and entertainment, while also contributing to the enhancement of the entire eastern area of Genoa.”

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.