The Mall is to be rebrand as ‘Luton Point’ by the new owners of the shopping centre, Frasers Group, which is owned by former Newcastle United Football Club chief Mike Ashley.
The group bought The Mall earlier this year for £58million, taking it off the hands of of Capital and Regional, who fought a long and ultimately unsuccessful battle with the local community over their objections to Luton Town FC’s plans to build a new stadium at Power Court.
A planning application to Luton Council has already been made to update all the external signage to the new name of ‘Luton Point’. Investment will also be made to update internal signage early in 2024.
The shopping centre was built in 1972 in the centre of Luton and was called The Arndale until Capital & Regional bought it in 2006. It was temporarily called The Mall Arndale until it was rebranded as The Mall. But despite the name change, local people have always referred to it as The Arndale.
Speaking about the rebrand, Mark Stapleton of Sovereign Centros, who asset manages the scheme, said: “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.”
The shopping centre director, Roy Greening, added: “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.
“Our loyal customers are always at the centre of our plans, and we are looking forward to new initiatives and announcements. We will continue to work hard to support 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.”
