City shopping centre to be rebranded 'Intu Potteries'
THE owner of a city centre shopping centre is changing its name as part of a £25 million overhaul.
Capital Shopping Centres, which owns the Potteries Shopping Centre, will be rebranded as Intu Properties next month as it looks to create a national brand.
It means the Hanley centre will be rebranded as 'Intu Potteries', with an apparently deliberate spelling mistake that will echo the name of its future rival City Sentral.
The £350 million complex, developed by Realis Estates, is due to open in 2015.
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Capital Shopping Centres' new moniker is intended to compete with Australian retail developer Westfield, which operates shopping centres around the world under its own name.
The name Intu will be incorporated into the titles of the firm's other directly-managed centres, which include the Trafford Centre in Manchester and the Metrocentre in Gateshead.
Capital Shopping Centres said it is spending £7m on the creation of the new brand, £8m on digital infrastructure and £10m on the intu.co.uk website, which will go live in April.
The website will offer fashion products sold by shops in its centres and elsewhere.
The company will earn revenues from commission on sales and digital advertising.
The name-change will come into force from May.
Group chief executive David Fischel 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."