Capital Shopping Centres, owner of the Trafford Centre, is to rename all of its 14 shopping malls in an attempt to create a consumer-facing brand.
As of next month, CSC will be known as Intu Properties. The rebrand is part of a £25m investment aimed at tackling the impact of shoppers opting to spend online rather than in store.
The move includes the installation of a new fibre optic network for every shopping centre, provision of free WiFi throughout the malls, and the launch of intu.co.uk – a transactional, fashion-focused, mobile-enabled website.
The landlord revealed that £7m will be spent on the brand creation and roll out, £8m on digital infrastructure and a further £10m on the acquisition and start-up phase of intu.co.uk. CSC will use its new website to sell the products of shops in its centres, taking a 10% commission on all sales.
CSC will change its name to Intu Properties PLC on 18 February before the Trafford Centre launches its free WiFi in March. The new eCommerce site, intu.co.uk, will be launched in April.
From May, the intu brand and visual identity will be rolled out across all centres in the form of physical signage, enhanced customer service desk facilities and national consumer activity commencing with a launch event.
David Fischel, chief executive of CSC, said: "With over half the UK population visiting our shopping centres each year, we have the scale to seize the opportunities provided by the changes in the retail marketplace.
"We are investing £25m in digital infrastructure, an eCommerce website and a new brand. We very much look forward to implementing the initiatives announced, which mark an exciting next phase in the evolution of our market-leading UK shopping centre business, to the benefit of customers, retailers, staff and investors."