Luton shopping destination, The Mall, is set to undergo a transformation under the new ownership of Frasers Group. The latest development sees plans to rebrand the centre as “Luton Point,” a name chosen to align with its central location within the town.
Sovereign Centros, entrusted with the management of this expansive 900,000 sq ft complex, has taken the initiative by submitting a planning application to the Luton Borough Council. Their proposal encompasses updating all external signage to reflect the new name, with a particular emphasis on the main entrances, notably the Atrium at St George’s Square. Additionally, investments are earmarked for updating internal signage, promising a cohesive visual identity throughout the shopping centre.
For close to half a century, The Mall has held a special place in Luton’s landscape since its inception in 1972. It proudly houses flagship stores from renowned brands like Primark, TK Maxx, H&M, River Island, and Boots. Notably, Lidl and Tesco Express cater to grocery needs, while an extensive array of over 120 shops, cafes, and restaurants, including Costa and Muffin Break, along with the bustling Market Hall, add to the vibrant mix. In the near future, the center anticipates unveiling new additions, including an eagerly awaited Sports Direct store.
Mark Stapleton, representing Sovereign Centros, commented on this strategic shift: “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.”
Roy Greening, the Center Director, echoed this sentiment, expressing excitement about the upcoming changes: “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.” He added, “Our loyal customers are always at the center of our plans, and we are looking forward to new initiatives and announcements. We will continue to work hard to support the 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.”
The rebranding effort extends to updating signs throughout the centre, pending the necessary planning approvals, and also encompasses the centre’s website.
Subject to obtaining the required approvals, Sovereign Centros anticipates unveiling the new brand early next year. Notably, JLL and NM Real Estate assume the roles of joint leasing agents in this transformation.
