Valentina Deli rises ‘like a phoenix’ as East Sheen favourite reopens after fire
After a devastating fire earlier this year, beloved Italian delicatessen and restaurant Valentina Deli is reopening its doors in East Sheen in true Mediterranean style.
The much-anticipated reopening will be celebrated with a three-day Family Fun Weekend from 4 to 6 July at the deli's site on Upper Richmond Road, just in time for Independents' Day, a national campaign that champions local businesses.
The festivities will run daily from 11am to 5pm, offering traditional pizzas, complimentary tastings, gelato, Italian drinks, live music, face painting, Punch & Judy, stilt walkers, and more.
Italian ground coffee will also be served from 8am for early risers.
Behind the deli is Bruno Zoccola, a London-born entrepreneur with roots in the meat trade and hospitality sector.
Speaking to Richmond Nub News, Bruno said: "My parents first came to this country in 1958. I was born in '59 in a sunny part of the world called Old Kent Road."
He added: "The opportunity came up to buy the old Valentina business from a guy called Sergio, and we developed the brand, taking it up to 10 sites at its peak."
Despite having to restructure in the face of increasing market competition and later, the pandemic, Valentina evolved into a successful delicatessen model.
Bruno explained that after Covid, demand for both grocery offerings and restaurant dining surged, meaning Valentina had to adapt to meet both.
That progress was halted when a fire destroyed the Richmond site on 9 March.
"I was away on holiday and got a call from our manager Domenico, who was in tears," Bruno recalled.
"The loss adjuster said it was a total loss and doubted we could reopen within a year. But I said, 'We need to open it a lot quicker than that.'"
Thanks to an experienced team and determination, the rebuild was completed in just four months.
Bruno continued: "We had to strip it back to a bare shell. We lost nearly £150,000 worth of stock and the estimated total loss was just under £1 million.
"But like a phoenix out of the ashes, we've managed to come back bigger, better, and stronger."
One highlight of the relaunch is a new food offering led by David Mari, a chef with Michelin-star experience and a background at Partridges in Notting Hill.
The deli's menu now includes 40 to 45 rotating dishes alongside their famous paninis and traditional favourites.
Over the Family Fun Weekend, visitors can expect a generous spread of tasters.
Bruno said: "We're going to try to give people a little taste of the Mediterranean — sausage, meatball, patties and pizza tasting.
"We'll have cheese tasting including our scooping gorgonzola with honey and walnuts served on an ice cream cone."
Wine sampling will also be on offer and loyalty card holders will receive special goody bags.
Alongside the relaunch, Valentina is launching a community campaign offering residents the chance to win a £100 goody bag.
Those who spot the Valentina Van out and about in Richmond can enter by:
- Snapping a photo of the van (make sure to capture the registration number),
- Posting it to Instagram or Facebook,
- Tagging @ValentinaEastSheen and using the hashtag #FindValentinaVan.
The first person each day to post a sighting until the 6 July wins the goody bag and spotters are encouraged to guess what the registration plate means as a bonus.
"We've got a lot going on that weekend," said Bruno. "The whole community has been very supportive."
To find out more about Valentina Deli, visit its website here.
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