The intu Derby shopping destination has unveiled its new name, Derbion, following the administration of intu.
Investors, Cale Street, took full ownership of the shopping centre in September.
The name Derbion is said to bring “together the centre’s geographical location and a sense of motion, inspired by Derby’s history of ingenuity and innovation, coupled with an ambition to continually move forward and evolve.”
With more than 21 million visitors each year, Derbion’s flagship brands include M&S, Zara, Next and H&M, with recent additions to the centre including Hugo Boss, Whistles, Hobbs and BEAR.
Adam Tamsett, general manager at Derbion, said: “We’re really excited to be unveiling our new name after months of customer engagement, research and collaboration with key regional stakeholders. We wanted a brand that was compelling and distinctive to Derby, reflecting the pride that we have in a city that has so much to offer.
“This milestone is more than just a name, it signifies an array of changes that our visitors will see over the coming months, with further significant projects announced soon.
“The retail landscape is continually evolving, which has never been truer than over the last few months. We want to take this opportunity to build on our existing offer, creating new and exciting experiences for visitors to enjoy, with Derbion offering people everything they need for a vibrant day out in the heart of the city.”
From 1 March 2021, new signage will be unveiled throughout Derbion, with exterior signage set to change in May.
Adam continued: “With several major projects set to transform the region over the next few years, such as the Nightingale Quarter and Becketwell developments, there’s never been a more exciting time to invest in Derby.
“We have recently worked alongside Derby City Council on the Future High Street Fund, helping to secure more than £15million of investment which aims to drive growth, ensure future sustainability, and improve the overall visitor experience in the region.
“Derbion sits in the heart of the city and the significant investment planned for the centre is a reflection of the confidence that we have in Derby and its future.”