Primark opens new store at Parma Promenade, the result of an investment of 8 million euros

Primark opened the doors of its highly anticipated new store yesterday at Parma Promenade shopping centre in Parma, the second in Emilia-Romagna and the 24th in Italy.

With the opening of the new Parma store, Primark is investing 8 million euros in the area, creating 120 new jobs in the local retail sector.

This store marks a new chapter for shopping in Parma, arriving just as Parma Promenade inaugurates its completely refurbished centre. Together, they offer local consumers a new destination to discover, with Primark bringing its popular combination of style, value and everyday essentials to the city, in an area that has long been at the heart of the brand’s development plans.

The new store

With a retail space of 3.480 sq m, the new store offers a dynamic and engaging shopping experience, further enhancing the retail offering at Parma Promenade, the first open-air shopping resort in Emilia-Romagna. Customers will find everyday essentials, as well as the latest trends and most sought-after collections, including collaborations with Paula Echevarría and the premium collection The Edit, alongside an extensive offering across the beauty, lifestyle and home categories.

As part of Primark’s new era ofIconic Value customers will also benefit from lower prices on hundreds of the most popular everyday essentials, making it even more affordable to purchase quality items at accessible prices.

The new store is equipped with 11 self-service checkouts, together with 7 traditional checkouts. Customers will also be able to use 19 fitting rooms, of which 1 is accessible to people with disabilities and 1 for families, ensuring an even more inclusive and comfortable shopping experience for everyone.

The comments

Luca Ciuffreda, Director of Primark Italy, says: "Parma has long been one of the cities at the heart of our development plans and we are delighted to finally open our second store in Emilia-Romagna here. It is particularly exciting to open our doors at the very moment when Parma Promenade is unveiling its completely refurbished centre: together, we are offering consumers a new and revitalised destination to discover. This new store will create 120 new jobs in the area, bringing exciting career opportunities to the region. I would like to thank the outstanding teams who have worked with great commitment to make the opening of this store possible and prepare it as well as possible for inauguration day. We look forward to welcoming Parma’s customers to our new store, offering them high-quality products, the latest trends and excellent value for money".

Chiara Vernizzi, Councillor for Urban Regeneration and Economic Activities of the Municipality of Parma, says: "We welcome every investment that chooses our area, because it creates jobs and strengthens the city’s retail offering. In particular, we are following the refurbishment of Parma Promenade with interest, as it forms part of a process of upgrading and regenerating this area, helping to make it increasingly integrated into the urban fabric and the services offered to citizens".

“Parma Promenade is an exciting and highly ambitious project, designed to create a new shopping and leisure destination for Parma and the entire region,” comments Stéphane Hepburn, CEO of Eurofund Group Italy. “The confidence that leading international brands such as Primark have placed in the project is a strong endorsement of our vision and strengthens our belief in its long-term success.”

The human factor

Primark is committed to promoting a positive and inclusive working environment, with a strong focus on professional growth, skills development and supporting employees at every stage of their careers. Many colleagues have built lasting career paths within the company, also thanks to programmes such as “Grow with Us”, which continue to nurture talent by supporting employees from junior roles through to management positions in stores and regional offices.

At the same time, Primark works with specialist partners such as Fondazione Adecco, UNHCR, Seconda Chance and Special Olympics to help remove barriers to employment and create pathways into the retail sector for people who may face difficulties entering the workforce.

The expansion strategy

The opening of Primark Parma Promenade represents another important step in the retailer’s ambitious expansion plan in Italy, following the opening last week of the 500th Primark store globally at La Cartiera and the opening of the new store at Grande Sud, which took place the day before the Parma opening. Together, these milestones highlight the strong momentum behind Primark’s growth in the Italian market, where the company expects to reach 28 stores in the coming years.

This expansion forms part of the retailer’s broader international strategy, aimed at strengthening its presence in both established and new markets. Primark currently has 506 stores in 19 markets across Europe, the United States and the Middle East.

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.