With UK shopping centres continuing to attract to both consumers and retailers in increasing numbers, Redical, the owner/operator of The Liberty Romford mall in Essex, said its multi-year £7 million plan to “transform, elevate and evolve the destination” is gaining market momentum.

This includes the imminent rollout of a new brand identity across the scheme, supported by the centre’s placemaking enhancements that includes investment in adding frictionless car parking, CCTV, cleaning upgrades and a destination refresh “signifying to the market the active step change at The Liberty Romford under Redical’s new leadership”.
 
The new identity hasn’t been revealed yet but “is soon to be revealed on the new entranceways and wayfinding signage, signifying to the market the active step change” at the location.

The operator said its ambition is to maintain the centre’s position “as the number one satellite shopping centre in London”, by ranking top in retail spend, “amounting to £247 million among 13 satellite centres in the capital”.  
 
With the destination said to be drawing in an annual footfall of 13.6 million and its dwell time exceeding comparable shopping centre benchmarks by 21%, the focus “on unlocking the full potential of the destination is gathering momentum”, with a number of sector-leading brands having recently opened at The Liberty Romford, it said.
 
Mikko Syrjanen, co-founder at Redical Holdings AG, said: “We are serious about unlocking the full potential of our assets and The Liberty Romford is a prime example of this. By introducing a new, strong in-house and leasing team and heavily investing in the destination, we are driving a new era of transformation forward, which is already being recognised by sector-leading brands. 
 
“Our commitment to the destination is long-term, our investment whilst significant is also considered and the imminent roll out of the new brand identity is a spotlight moment to demonstrate to the market The Liberty Romford’s step change and elevation.”