New brand sets out vision for bright future of North London and Hertfordshire’s premier shopping and leisure destination.

Published: 04 March 2021


The new name of Watford’s shopping centre has been announced by its managers as Atria Watford.


Formerly intu Watford, the new brand marks the start of the centre’s bright and exciting future under the new management of Global Mutual and Savills.


The bold new name is testament to the centre’s iconic ‘atrium’ skylights that run the length of the shopping and leisure destination and opens out into the stunning glass-ceiling extension. The name Atria Watford represents the bright and airy feeling created by natural light and a connection with the outdoor environment. Atria Watford will continue to be the heartbeat of Watford’s local community.


Over the coming months, the centre will begin the physical transfer of the new brand, including visible external signage and internal messaging. Steve Gray, Head of European Retail Asset Management at Global Mutual, said: “Today marks the start of an important new chapter in the continuing evolution of the Centre. Now, we can move forward with a fresh identity and an ambitious plan to make Atria Watford the premier destination for North-West London and the surrounding area.”


Now open for essential retail only, Atria Watford’s management team is currently planning for the return of its shoppers and non-essential retail on Monday 12 April, based on government guidelines.


The centre has welcomed a host of new and exciting brands. On the retail side this includes one of Next’s first Beauty & Home stores, leading fashion retailer Joules and luxury watch retailer TAG Heuer. On the leisure and F&B side, the centre has welcomed immersive entertainment and escape room company, Escape Hunt, as well as Pizza Hut Express and BloomsYard café.


Steve adds: “It’s now time to look ahead to the future and celebrate the exciting changes and developments Atria Watford will bring to the heart of the Watford community. We look forward introducing the new brand to our shoppers and the experiences we have planned to make this shopping centre one of the best in the UK.”

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