The new owners of Derby’s former Intu shopping centre have announced its new name – Derbion.
They said the name is a combination of the word Derby with the concept of motion – reflecting the area’s history of innovation and its ambitions to move forward and evolve.
It is part of a complete rebrand of the site by Cale Street Investments, with new signs going up from March 1.
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The big signs on the outside of the building will be replaced in May.
Cale Street Investments owned half of the shopping centre prior to property giant Intu going into administration last year, buying the other half from the administrators KPMG in the autumn.
Derby’s was the first of 17 Intu shopping centres to change hands after the previous owners failed to agree terms with creditors last June.
There are 145 shops inside the complex and five in the outside area, including M&S, Next, Sainsbury’s and Boots, along with 17 kiosks and leisure providers such as Showcase Cinema De Lux, Hollywood Bowl, Paradise Island Adventure Golf and the 640 seat Derby Theatre.
Recent additions to the centre – which was built by Westfield 13 years ago before being acquired by Intu in 2014 – include Disney, Hugo Boss, Whistles and Hobbs.
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Debenhams will not be reopening after the brand and its online business was bought out, and the future of Top Shop remains unclear.
Normally the shopping centre would welcome more than 21 million visitors each year.
Right now about 15 stores are open providing essential services, while around two-thirds of the 160 staff employed directly by the shopping centre are on furlough or flexi-furlough.
Centre manager Adam Tamsett said the rebrand reflected the new owner’s commitment to the centre and its future place in the city.
He said: “I can’t personally wait to be back fully open again, but who knows when that’s going to be.
“Cale Street Investments have only invested in Derby, not any of the other Intu assets.
“Our owners are looking at what we can do bring new operators into the city because clearly it’s been a very difficult year for retail.
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“I would not say it’s all doom and gloom though. Even in the pandemic we have had some stores that have opened up, even though they haven’t had a fair shot at full centre trading yet.
“It’s not been as drastic as it could have been in the centre and the retail has been under a period of change for quite some time now and is constantly evolving and changing.”
Mr Tamsett said when lockdown was lifted the new look centre would offer a new look shopping, food and leisure experience, and fit in with the city’s ongoing transformation, including multi-million pound regeneration schemes underway in Derby.
He 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.
“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.
“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 £15 million 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.”