Parma Promenade: openings get under way. More than 20 brands anticipate the launch

Although the official opening date will be 24 September, openings began yesterday, Wednesday 2 September, with the arrival of retailers at Parma Promenade.

Who has landed at Parma Promenade

The first outdoor shopping resort in Emilia-Romagna, with 52.000 sq m of total floor area (40.000 of GLA), and owned by Eurofund Group and Signal Capital, has in fact opened its doors to more than twenty tenants, including Arcaplanet, Ovs, Terranova, Cisalfa, Pepco, Normal, dm drogerie markt, La Piadineria, a Giunti al punto bookshop, Kiabi, Carrera…

And in less than a week is expected at the event Primark, which has just reached, in Pompeii, the milestone of 500 stores worldwide, of which 22 in our country and which, with this operation, will rise to 24 locations thanks to a megastore measuring 3.480 square metres.

The openings will continue over the coming days, leading then, as mentioned, to the official presentation, which will be followed by a three-day celebration with various events over the weekend from 25 to 27 September

Parma Promenade’s journey was a rapid one for a complex of such importance, and began at the end of 2023, with the transformation work, while the major demolition works got under way in the course of 2025, particularly around April–June.

Three investments for the first shopping resort

On the project, the Eurofund group invested, first of all, 25 million euros and then 1,6 million for major road infrastructure improvement works.

This was followed by senior financing, guaranteed by Nuveen Real Estate, aimed at a profound transformation of the resort and at planning its uses. Unfortunately, the additional sum provided has remained a secret.

The Eurofund Group, headquartered in Madrid, made its debut in Italy in 2022 with the acquisition of Parma Retail, in a joint venture, as mentioned, with London-based investor Signal Capital.

Among the company’s most important retail projects are Puerto Venecia in Zaragoza (120.000 sq m GLA), the acquisition of Ubbo (formerly Dolce Vita Tejo, measuring 105.000 sq m) in Lisbon, transformed into Portugal’s first shopping resort, and the acquisition of Silverburn, Glasgow’s main shopping centre, in the United Kingdom, with its 140.000 sq m of retail space.

In July 2023 Eurofund further expanded its presence in Europe with the acquisition of the Rhein Ruhr Zentrum in Mülheim, in Germany, a complex measuring 80.000 square metres.

In March 2024, the Spanish giant, working with strategic partners, also acquired Islazul, Madrid’s largest shopping centre, with 180 retail and food-service outlets and a usable area of 90.000 square metres.

Eurofund: the Italian target is 10 assets

In spring 2026 Eurofund consolidated its presence in Italy by purchasing, from the fund ReItaly, managed by Kryalos, and in partnership with the Frasers, Grotte Center in Camerano, in the province of Ancona, where 35 million euros were invested.

Shortly afterwards, in May 2026, the Spanish giant bought, together with the American company Ares Management Corporation, a series of assets at the Settimo Cielo Retail Park in Settimo Torinese. This deal reached a value of 77 million euros.

All this makes Eurofund’s target more than credible; according to reports, it would involve increasing, by the end of 2027, to 10 shopping centres in Italy.

The shopping resort is a continuum between indoor and outdoor spaces

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.