SGS to rebrand Atria Watford, brings back Harlequin name

​What’s in a name? Quite a lot actually. The operator of Atria Watford certainly feels that way as it has just announced that it’s bringing back the name Harlequin to the mall.

SGS Group said it’s restoring the “iconic” name as Watford’s “flagship destination enters a bold new era”.

The change comes as the UK increasingly sees divided performances in its malls sector with so-called supermalls — of which Atria/Harlequin is one — leaving smaller sites trailing. That’s both in terms of overall footfall/tenant sales and their ability to attract the best retailers.

Calling Atria, sorry Harlequin, “one of the country’s most dynamic shopping, retail and leisure destinations”, SGS said that the centre will officially revert to its “original, much-loved name” this summer.

“Backed by overwhelming public sentiment and a deep-rooted local connection, the name change is more than nostalgic,” it explained. “This is a strategic rebrand that reflects a significant investment drive designed to elevate the asset’s retail, food, and leisure offer, enabled by the corporate restructuring of the centre’s owners in 2024”.

There will be “vibrant new signage, an expressive new logo, and a brand-new website — all part of a dynamic marketing campaign led by SGS’s retained agency, BWP Group”.

SGS CEO Claire Barber said this year “marks a pivotal moment for this centre. Our decision to bring back the Harlequin name is rooted in what the community told us — it’s part of Watford’s identity. But this is about the future, not the past. Through bold leasing, creative activation, and strategic investment, we’re transforming Harlequin into a flagship destination for the region, built around experience, quality, and commercial performance”.

The centre has a “high-performing retail mix” covering a wide range of piece points including Apple, Mango, Boss, Flannels, Uniqlo, Next, Zara, Oliver Bonas, H&M, and Primark. There’s also a strong leisure and dining offer there.

Complemented by a curated programme of immersive events — such as the recent Self-Care Fun Fair — the overall approach is designed to “deepen engagement, extend dwell time, and grow catchment reach”.

SGS said the rebrand is “a cornerstone” of its wider repositioning strategy “to evolve Harlequin into a next-generation, all-day and evening destination that commands attention across the leasing, investment, and consumer markets”.