1. ITV Report

Manchester's Trafford Centre to be renamed in £25m rebrand

Manchester's Trafford centre will be called the "intu" Trafford Centre. Photo: Dave Thompson/PA Archive

Manchester's Trafford Centre will be renamed the intu Trafford Centre as part of a £25m revamp.

Capital Shopping Centres, which own the Trafford Centre, will adopt the name "intu" as part of the nationwide rebrand for 12 of its sites.

The move mirrors the use of the Westfield name by its rival developer, which has five shopping centres under its own name in the UK.

The Trafford Centre will get a new identity along with 12 other centres across the country. Credit: Dave Thompson/PA Archive

As well as changing the name, the company will install free wifi across its estate so shoppers can log on to the internet and its website from their smartphones.

The company plans to sell fashion items from its tenants and other retailers on the intu site, which will be launched in April.

Capital Shopping centres are hoping the move will encourage shoppers to spend longer in stores and online.

Shoppers will also get free wifi as they browse the stores. Credit: Dave Thompson/PA Archive

Chief executive David Fischel said the plans would provide new marketing opportunities as there was no link at the moment between the company name and its individual centres.

He said the group had to come up with the new word, intu, for its name as it was hard to trademark existing words.

Mr Fischel added: "It also says what we want people to do, which is to go into the centres."

Kate Calvert, a retail analyst at Seymour Pierce, said the rationale for the rebranding and creation of one identity with multichannel access should benefit tenants and customers alike.