Frasers Group, the new owners of Luton’s main shopping destination, The Mall, have announced plans to rebrand the centre as Luton Point to reflect its position in the heart of the town.
Sovereign Centros, which asset manages the 900,000sq ft scheme, has submitted a planning application to Luton Borough Council to update all the scheme’s external signage to the new name – with a strong focus at its main entrances, particularly the Atrium at St George’s Square. Investment will also be made to update internal signage.
The shopping centre has been at the heart of Luton since 1972 and boasts a flagship Primark store, along with high street favourites TK Maxx, H&M, River Island and Boots. Its grocery offer includes Lidl and Tesco Express. With over 120 shops, cafes and restaurants including Costa and Muffin Break, along with the Market Hall, the centre expects to announce new openings in the coming months including a new Sports Direct store.
Mark Stapleton of Sovereign Centros, said: “Luton Point reflects a new ownership with a new approach, and a move to an identity more in keeping with the centre’s place within the town.”
Centre director, Roy Greening, added: “Customers can expect to see some exciting changes here in the coming months. With a fresh new identity and the prospect of fantastic new brands arriving, we are excited for the next chapter.
“Our loyal customers are always at the centre of our plans, and we are looking forward to new initiatives and announcements. We will continue to work hard to support local community and stakeholders; we are proud of the partnerships we have locally and our place at the heart of Luton, and that is one thing that will never change.”
Signs throughout the centre will be updated, subject to planning approval, along with the website. Subject to gaining the necessary approvals, Sovereign Centros expects the new brand to be in place early next year.
