The new name – short for retail evolution – for the British Council of Shopping Centres has been revealed ahead of this week’s annual conference and exhibition due to take place in Manchester.
The Revo brand will be accompanied by a new design and “six-point agenda for change” to be revealed at the end of the first day of conference on Wednesday 14 September.
The organisation said in a statement on Monday: “Combining ‘retail’ and ‘evolution’, Revo reflects an industry that is adapting in the digital world to include more food and drink, leisure, cultural uses and urban living. It symbolises the energy and progress that underpins the organisation’s new strategy and ambitions. Revo represents and advances the interests of the entire retail property and placemaking community in all locations – in town and out-of-town. The organisation is uniquely placed to work with and support investors, occupiers, local councils and their collective agency and professional partners.”
Edward Cooke, chief executive, Revo, said: “These are exciting times for the retail property industry. The landscape is changing profoundly and old distinctions are blurring. Customers’ retail experiences are so much more than just shopping. Consumers’ tastes, habits and the places they live, shop and work are evolving. So our organisation is changing too, to ensure we stay right at the heart of the increasingly diverse world of retail property and placemaking.
“Revo will be revealed as a distinct new brand for a new era. It’s contemporary, compelling and courageous – as well as progressive and pragmatic. Revo is about setting a new course for our business and the people we support. I’m excited about the future for the organisation and am looking forward to discussing our new direction and identity with colleagues in Manchester later this week.”
Mark Bourgeois, president, Revo and executive director at Capital & Regional, said: “In an era where physical and digital are now irrevocably interdependent, and the distinction between in town and out-of-town has become irrelevant, Revo will embrace a contemporary new world and is set to be the authoritative voice of the industry.
“Operated entirely for the benefit of the membership, I’m particularly excited about the potential of the brand to attract and inspire the next generation of placemaking enthusiasts, whilst appealing to an increasingly diverse membership and I’m looking forward to launching the full new identity, with Ed, on Wednesday.”