Property giant Intu rebrands Spanish shopping resort

By

Sandra Halliday

Published
May 14, 2018

UK property giant Intu has rebranded one of its largest shopping resorts, located in Zaragoza, northern Spain with the addition of the Intu name.

Occupying over 206,000 sq m, Intu Puerto Venecia was a trailblazing centre when it opened under its previous owner in 2012 by combining a comprehensive retail mix with extensive leisure activities all centred around a lakeside environment. Since then, a number of shopping mall owners have realised that it’s a combination of leisure/experiences and shopping that will drive visitors to malls and other shopping destinations in the omnichannel age.

The rollout of the brand at Intu Puerto Venecia is part of the firm’s overall strategy, which was launched in 2013 and which it claims has helped drive its prompted brand awareness score up to 75% and its net promoter score, a measure of customer satisfaction, to 70.

The rebrand to Intu acknowledges the changes that have been made to the centre since the company acquired it in 2015, “and the continued focus on delivering against the brand’s purpose of making customers smile and helping tenants flourish.”

It perhaps also reflects Intu’s determination to promote its name since the recent collapse of its merger plan with larger UK peer Hammerson and means the company is likely to be even more heavy focused on getting the brand name in front of consumers in the future.

David Fischel, chief executive, said: “[The] rebranding further demonstrates the success of our entry into the Spanish market and the strength of the Intu brand. We are the only shopping centre landlord with a consumer-facing brand spanning both the UK and now Spanish markets.”

Intu is also enhancing the shopping resort by “improving its public realm, curating a comprehensive guest event programme and rolling out its successful digital customer relationship programme."

Puerto Venecia is only the second shopping resort in Spain to be rebranded under the Intu name following the relaunch of the 120,000 sqm Parque Principado as Intu Asturias in 2015.