The arrival of Primark at Parma Retail, under the management of Eurofund Group, has become one of the most talked-about retail news stories in Italy this year. The move not only marks the incorporation of a global retail giant into a complex that is seeking to strongly reposition itself, but also represents a key step in Eurofund Group’s strategy to consolidate its presence in the Italian market and expand its portfolio of assets across Europe. The presence of Primark—one of the most recognized brands thanks to its ability to attract large volumes of customers with its affordable, fast-fashion model—strengthens Parma Retail’s role as a top-tier shopping destination in northern Italy and sets a new milestone in its evolution.
Primark is, without question, a decisive player wherever it opens. Its business model is based on offering fashion, home, and accessories at highly competitive prices, while keeping designs attractive and constantly refreshed. This makes it a magnet for young consumers, families, and the general public looking to update their wardrobes without overspending. The brand has consistently demonstrated in multiple markets that its presence immediately and significantly boosts footfall, generating a positive ripple effect for all other operators within the same complex. In the case of Parma Retail, a substantial increase in visitor traffic is expected, leading to greater sales opportunities for other shops, restaurants, and complementary services.
Eurofund Group’s strategy for Parma Retail goes far beyond simply adding a new tenant. The company has announced an investment plan of more than thirty-five million euros to modernize the facilities, improve accessibility, and transform the complex into a benchmark not only for shopping but also for leisure and lifestyle. This includes renovating common areas, introducing state-of-the-art urban furniture, expanding green and relaxation zones, and creating spaces designed to encourage visitors to extend their stay. The goal is for Parma Retail to no longer be perceived merely as a shopping center but to consolidate its position as a true multifunctional destination, capable of meeting the needs of increasingly demanding consumers.
Sustainability plays a central role in this strategy. Eurofund Group has set forth a series of measures including the installation of rooftop solar panels, smart climate-control systems to reduce energy consumption, comprehensive recycling programs, and electric vehicle charging stations. In this way, Parma Retail joins the international trend of shopping centers aligning with sustainable development goals and offering environmentally responsible experiences. Far from being an add-on, this vision becomes a differentiating factor compared to other complexes that have yet to embed sustainability into their DNA.
The digital component will also be fundamental in Parma Retail’s transformation. Eurofund Group is working on the implementation of an omnichannel strategy that will allow visitors to interact with brands through mobile applications, click & collect services, and personalized loyalty programs. This will be complemented by events and experiences designed to strengthen the bond between customers and operators: from cultural and family activities to product launches and exclusive promotions. The aim is to make every visit unique, encouraging repeat attendance and emotional connection with the space.
In the specific case of Primark, its arrival at Parma Retail not only brings a powerful consumption anchor but also sends a strong signal of confidence in the potential of the Italian market. The Irish brand has steadily expanded across Europe in recent years, with strategic openings in Spain, France, Germany, and the United Kingdom. Its entry into different Italian regions has proven hugely successful, with long queues at every opening and strong acceptance of its quality low-cost fashion model. With Parma Retail, Primark strengthens its presence in northern Italy, a region of high economic dynamism with consumers who combine strong purchasing power with sensitivity to international consumption trends.
Primark’s integration into Parma Retail has been carefully planned to maximize its impact. The store will occupy a large-format space with direct access from the main entrances and a privileged location in the area of highest foot traffic. This positioning not only benefits Primark but also neighboring retailers, who will gain from the constant flow of customers generated. The store design will follow the company’s international standards, with wide aisles, modern fitting rooms, bright and spacious interiors, and layouts that make the shopping experience seamless and enjoyable.
In employment terms, the opening of Primark at Parma Retail will create hundreds of direct and indirect jobs—from sales assistants and department managers to logistics, security, and cleaning staff. The operation will also generate indirect economic benefits for suppliers, service providers, and businesses connected to the shopping center, consolidating Parma Retail as a driver of economic vitality in the region.
This operation also reflects broader industry dynamics. Shopping centers across Europe are undergoing profound transformation, where simply offering retail space is no longer enough. Today’s consumers seek complete experiences that combine shopping with gastronomy, leisure, culture, and sustainability. Eurofund Group, fully aware of this reality, has committed to an integrated model where each element of the complex contributes to building a distinctive value proposition. The arrival of Primark fits perfectly within this framework, acting as a mass-consumption anchor that guarantees high visitor volumes, while the planned upgrades elevate the overall standard of the complex.
Ultimately, the incorporation of Primark into Parma Retail under Eurofund Group’s management is more than just a commercial development. It is a reflection of the trends shaping the future of retail in Europe. It confirms that the success of a shopping center depends not only on the brands it houses but also on its ability to generate memorable experiences, innovate in sustainability, and respond quickly to evolving consumer habits. With this move, Eurofund Group reinforces its commitment to the Italian market and demonstrates that combining global brands like Primark with a renewed vision of retail spaces can become a winning formula for years to come.
