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2 clusters · 10 sources · 5 days · First seen 28 days ago · Last updated 23 days ago

Esselunga retail reshaping in Italy

Overview

In late July 2026 the Italian supermarket chain Esselunga announced two contrasting moves in its store network. On 2 August the Viale Borri outlet in Varese, which had served the neighbourhood since 1979, will close permanently, with shoppers redirected to other local Esselunga locations. The shutdown ends a long‑standing presence in the city, though the parcel‑locker service will remain on site.

Just days later Esselunga revealed a wave of upgrades elsewhere. In Massa the store was expanded by about 550 sqm to roughly 3,000 sqm, adding a new assisted meat counter, an enoteca with 800+ wine labels, a high‑end pastry line, and a Bar Atlantic with 68 seats. In Milan the historic Viale Piave flagship reopened after 14 months of renovation, its sales area enlarged to 1,269 sqm, offering 9,500 products, an expanded Bar Atlantic, a 50‑seat outdoor area and a wine bar with 700 references. Both projects were highlighted by local mayors and Esselunga executives.

Together these actions illustrate Esselunga’s strategic reshaping of its Italian footprint: closing older, less‑performing sites while investing in larger, modernised stores in other markets.

Entities

Francesco Persiani · Marina Caprotti · Cerea brothers · Esselunga S.p.A. · Giuseppe Sala

Claims

What the coverage asserts, and how many sources carry each claim.

[● 2 SOURCES] Esselunga expanded its Massa store by about 550 square meters, raising the total area to roughly 3,000 square meters.
[● 2 SOURCES] The Massa store now offers more than 15,000 product references.
[● 2 SOURCES] New services at the Massa store include an assisted meat counter, an enoteca with over 800 wine labels and a sommelier, and the Elisenda pastry line made with the Cerea brothers of Da Vittorio.
[○ 1 SOURCE] The Bar Atlantic in Massa seats 68 diners.
[○ 1 SOURCE] Esselunga reopened its Viale Piave store in Milan after 14 months of renovation, increasing the retail area from 1,175 to 1,269 square meters.
[○ 1 SOURCE] The Milan store now offers around 9,500 products and a new Bar Atlantic with more than 40 indoor seats and 50 outdoor seats.
[○ 1 SOURCE] The Milan Viale Piave store employs 84 staff members.
[○ 1 SOURCE] Esselunga plans to open a beauty store (EB) at the Milan Viale Piave location by the end of the year.

Timeline

23 days ago

[BUSINESS] 6 sources
Esselunga expands stores in Massa and reopens Milan flagship
Esselunga expanded its Massa store by 550 sqm, adding new services and a Bar Atlantic, while reopening its Milan Viale Piave store after 14 months, increasing space and product range.
28 days ago

[BUSINESS] 4 sources
Esselunga Supermarket on Viale Borri in Varese to Close Permanently
Esselunga’s Viale Borri store in Varese will close permanently on 2 August 2026, ending a 47‑year run; shoppers are directed to nearby Esselunga locations.

Sources

adginforma.it · annalehtimedia.fi · ilfattovesuviano.it · ilrestodelcarlino.it · laprovinciadivarese.it · milanopost.info · quindicinews.it · quotidiano.net · radiostudio90italia.it · riviera24.it