The 900,000 sq ft The Mall Luton retail and leisure destination has been renamed Luton Point.
Frasers Group, which purchased the centre last year for £58m from Capital & Regional, has worked with asset managers Sovereign Centros from CBRE on the rebranding.
Over the past few months on-site signage featuring the new look and name has been gradually introduced at the centre, which sits in the heart of the Bedfordshire town, and from today, the name, logo and remaining signage will be rolled out across the centre’s internal and external fascias, wayfinding and digital channels.
Mark Stapleton, associate director at Sovereign Centros from CBRE, said: “This is a particularly exciting day for Luton Point and reflects its bright future ahead. I would like to thank the local authority and our colleagues and partners for their hard work and effort in enabling today to happen.”
Roy Greening, centre director at The Mall Luton, added: “The shopping centre has been at the heart of the town since 1972 and while we may have a new name, our customers can expect to receive the same friendly welcome, fantastic line up of stores and community-led events that they have come to know and love.
“We are proud of the contribution the centre makes to Luton and the surrounding areas, and that will continue – we have a host of community projects and charity partnerships already planned, along with a number of brand activations and new store additions in the pipeline.”
