The Glades Shopping Centre changing name to intu Bromley

The name of The Glades Shopping Centre is being changed to intu Bromley

The name of The Glades Shopping Centre is being changed to intu Bromley

First published in Bromley
Last updated
News Shopper: Photograph of the Author by , deputy news editor

THE Glades Shopping Centre is to change its name to intu Bromley, as owner Capital Shopping Centres (CSC) bids to create a national brand to rival Westfield.

The rebrand will see 12 of CSC's shopping centres across the country given the prefix intu, at the cost of £25million.

It will include the introduction of free wi-fi at centres and the launch of a retail website intu.co.uk.

CSC itself will change its name to 'intu properties plc' on February 18, while intu.co.uk will be launched in April and the intu brand will be introduced to shopping centres from May.

General manager for The Glades, Howard Oldstein, said: "We very much look forward to implementing these initiatives which mark an exciting next phase in the evolution of our shopping centre."

What does the public think?

It remains to be seen whether the intu name sticks, but the change brings to mind a number of corporate rebranding disasters of recent years.

Who could forget Newcastle United chairman Mike Ashley's decision to rename St James' Park The Sports Direct Arena, much to the exasperation of every Newcastle fan alive, or Royal Mail's ill-fated attempt to defy a 366-year history and change its name to Consignia in 2001?

What about when the famous Sears Tower in Chicago, once the tallest building in the world, became the Willis Tower at the request of London-based insurance broker Willis Group Holdings Ltd., a name which inevitably never stuck?

Twitter response

On Twitter the response has been one of bewilderment, with Serenity Hair Beauty saying: "That's just wrong. Surely they could have come up with something better than that?"

Emma Bat responded: "Wow, ick!" while Claire Griffiths descibed the decision as "laughable."

What do the News Shopper readers think of the intu Bromley name-change? Add your comments below.

Comments (33)

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2:08pm Thu 17 Jan 13

Burntout says...

'intu is not a word. It's a random collection of letters. Reads like an Aprill Fool.
'intu is not a word. It's a random collection of letters. Reads like an Aprill Fool. Burntout
  • Score: 6

2:20pm Thu 17 Jan 13

goldenbroomboy says...

Chavy.

As far as I concerned The Glades will always be The Glades.
Chavy. As far as I concerned The Glades will always be The Glades. goldenbroomboy
  • Score: 1

2:36pm Thu 17 Jan 13

Tonic says...

Ridiculous - and what a waste of money. What does it mean? "I'm going into intu Bromley..." I seem to have developed a stutter.
Ridiculous - and what a waste of money. What does it mean? "I'm going into intu Bromley..." I seem to have developed a stutter. Tonic
  • Score: 2

2:38pm Thu 17 Jan 13

Gypo.Joe says...

It will of course help the illiterate chavs who can't read more than four letters.

meat ya dahn the intu like init.
It will of course help the illiterate chavs who can't read more than four letters. meat ya dahn the intu like init. Gypo.Joe
  • Score: 0

3:00pm Thu 17 Jan 13

the wall says...

The Trafford Centre is also changing it's name to intu.

"Capital Shopping Centres is creating a national brand for its centres and launching a retail website allowing customers to buy from a variety of retailers in one transaction"

A turd is a turd no matter how much glitter it is rolled in.
The Trafford Centre is also changing it's name to intu. "Capital Shopping Centres is creating a national brand for its centres and launching a retail website allowing customers to buy from a variety of retailers in one transaction" A turd is a turd no matter how much glitter it is rolled in. the wall
  • Score: -1

3:01pm Thu 17 Jan 13

Petra69 says...

How stupid. This will be similar to Royal Mail trying to change to concerts or whatever it was. Think of Beckenham people still know it as the Regal cinema and roundabout but that changed about 40 year ago! If they can afford £25 million to do this why not reduce rents instead and help struggling retailers.
How stupid. This will be similar to Royal Mail trying to change to concerts or whatever it was. Think of Beckenham people still know it as the Regal cinema and roundabout but that changed about 40 year ago! If they can afford £25 million to do this why not reduce rents instead and help struggling retailers. Petra69
  • Score: -1

3:47pm Thu 17 Jan 13

Polly Staight says...

It is not news though...

I thought this was a news item in the "News Shopper"...

...however it is an advertisement.
It is not news though... I thought this was a news item in the "News Shopper"... ...however it is an advertisement. Polly Staight
  • Score: -1

3:56pm Thu 17 Jan 13

gunner1740 says...

I would imagine they will get symbol ( Prince ) to open it and invite all the shoppers from "Southmere Village " to the ceremony.
I would imagine they will get symbol ( Prince ) to open it and invite all the shoppers from "Southmere Village " to the ceremony. gunner1740
  • Score: -1

4:08pm Thu 17 Jan 13

rarecockneyguvnor says...

Well I would love to see that well known local celebrity Lord Erastus T Piggott open up the show.
Well I would love to see that well known local celebrity Lord Erastus T Piggott open up the show. rarecockneyguvnor
  • Score: -1

5:14pm Thu 17 Jan 13

Buttercup says...

you can't polish a turd!!!!!!!!
you can't polish a turd!!!!!!!! Buttercup
  • Score: -2

6:40pm Thu 17 Jan 13

Tim Sowter says...

The name is completely irrelevant. What matters is the individual shops. So when I go in to Bromley I might think of going to Primark or M&S or Smiths for example, and whether or not shops are contained within a building which happens to be called The Glades or intu is unimportant. I just hope that if there is ever a fire in the shopping centre and somone dials 999 and says there is a fire in intu, not too much time is wasted while the operator gets confused and asks if the caller means The Glades.
The name is completely irrelevant. What matters is the individual shops. So when I go in to Bromley I might think of going to Primark or M&S or Smiths for example, and whether or not shops are contained within a building which happens to be called The Glades or intu is unimportant. I just hope that if there is ever a fire in the shopping centre and somone dials 999 and says there is a fire in intu, not too much time is wasted while the operator gets confused and asks if the caller means The Glades. Tim Sowter
  • Score: -1

7:23pm Thu 17 Jan 13

rarecockneyguvnor says...

Tim Sowter wrote:
The name is completely irrelevant. What matters is the individual shops. So when I go in to Bromley I might think of going to Primark or M&S or Smiths for example, and whether or not shops are contained within a building which happens to be called The Glades or intu is unimportant. I just hope that if there is ever a fire in the shopping centre and somone dials 999 and says there is a fire in intu, not too much time is wasted while the operator gets confused and asks if the caller means The Glades.
That you shop at Primark makes you irrelevant.

Thank You.
[quote][p][bold]Tim Sowter[/bold] wrote: The name is completely irrelevant. What matters is the individual shops. So when I go in to Bromley I might think of going to Primark or M&S or Smiths for example, and whether or not shops are contained within a building which happens to be called The Glades or intu is unimportant. I just hope that if there is ever a fire in the shopping centre and somone dials 999 and says there is a fire in intu, not too much time is wasted while the operator gets confused and asks if the caller means The Glades.[/p][/quote]That you shop at Primark makes you irrelevant. Thank You. rarecockneyguvnor
  • Score: -3

8:11pm Thu 17 Jan 13

Slonik says...

Great stuff - I'm now going to shop in Bromley all the time... lol
Great stuff - I'm now going to shop in Bromley all the time... lol Slonik
  • Score: 1

10:59pm Thu 17 Jan 13

dag says...

Complete waste of money. The Glades sounds far nicer.
Complete waste of money. The Glades sounds far nicer. dag
  • Score: 2

11:38pm Thu 17 Jan 13

mouthalmighty says...

I totally agree Petra69. £25m? On logos and the like. Reduce the rent of the small retailer instead. This should be an criminal act. What a waste.
I totally agree Petra69. £25m? On logos and the like. Reduce the rent of the small retailer instead. This should be an criminal act. What a waste. mouthalmighty
  • Score: 0

9:00am Fri 18 Jan 13

Eagles_Man says...

rarecockneyguvnor wrote:
Tim Sowter wrote:
The name is completely irrelevant. What matters is the individual shops. So when I go in to Bromley I might think of going to Primark or M&S or Smiths for example, and whether or not shops are contained within a building which happens to be called The Glades or intu is unimportant. I just hope that if there is ever a fire in the shopping centre and somone dials 999 and says there is a fire in intu, not too much time is wasted while the operator gets confused and asks if the caller means The Glades.
That you shop at Primark makes you irrelevant.

Thank You.
Ah, but he saves money in Primark to then waste on the overpriced stuff in Smiths. Overall it's cost neutral.
[quote][p][bold]rarecockneyguvnor[/bold] wrote: [quote][p][bold]Tim Sowter[/bold] wrote: The name is completely irrelevant. What matters is the individual shops. So when I go in to Bromley I might think of going to Primark or M&S or Smiths for example, and whether or not shops are contained within a building which happens to be called The Glades or intu is unimportant. I just hope that if there is ever a fire in the shopping centre and somone dials 999 and says there is a fire in intu, not too much time is wasted while the operator gets confused and asks if the caller means The Glades.[/p][/quote]That you shop at Primark makes you irrelevant. Thank You.[/p][/quote]Ah, but he saves money in Primark to then waste on the overpriced stuff in Smiths. Overall it's cost neutral. Eagles_Man
  • Score: -1

9:28am Fri 18 Jan 13

Burntout says...

To be fair the £25mil cost is for the 15 shopping centres and creation of online shopping mall. The Glades will become intu Glades or something similar. Much of the cost is to install broadband wifi in all the centres to combine window shopping and trying on clothes with home delivery. Not a bad idea if High Street shopping is to survive. Doing nothing is an option but then they risk following Comet, HMW, Woolworths, Clintons, Blockbusters etc. Using the cash to lower rents would not help these stores compete with pure online retailers who pay zero rent. If done well both tenants and shoppers get more.
To be fair the £25mil cost is for the 15 shopping centres and creation of online shopping mall. The Glades will become intu Glades or something similar. Much of the cost is to install broadband wifi in all the centres to combine window shopping and trying on clothes with home delivery. Not a bad idea if High Street shopping is to survive. Doing nothing is an option but then they risk following Comet, HMW, Woolworths, Clintons, Blockbusters etc. Using the cash to lower rents would not help these stores compete with pure online retailers who pay zero rent. If done well both tenants and shoppers get more. Burntout
  • Score: 1

10:22am Fri 18 Jan 13

Alconcalcia says...

Total waste of money (£10m on a website????, who's building it, Harry Enfield's 'saw you coming' character?) but can envisage lots of "I'm going intu bromley", "OK, where are you going?" I'm going to intu!" "Into where?" "Intu Bromley!!!" "But where?!!" "I'M GOING TO INTU BROMLEY!!!!" conversations.
Total waste of money (£10m on a website????, who's building it, Harry Enfield's 'saw you coming' character?) but can envisage lots of "I'm going intu bromley", "OK, where are you going?" I'm going to intu!" "Into where?" "Intu Bromley!!!" "But where?!!" "I'M GOING TO INTU BROMLEY!!!!" conversations. Alconcalcia
  • Score: 1

1:10pm Fri 18 Jan 13

bnorther says...

Having it all in lower case is so last decade, and will not date the branding horribly... will it?
Having it all in lower case is so last decade, and will not date the branding horribly... will it? bnorther
  • Score: 1

2:26pm Fri 18 Jan 13

cherithporter says...

Please don't change the name of the Glades shopping centre to 'intu, Bromley.

The Glades is much nicer as it goes with the colour.

Cherith Porter
Please don't change the name of the Glades shopping centre to 'intu, Bromley. The Glades is much nicer as it goes with the colour. Cherith Porter cherithporter
  • Score: 2

2:45pm Fri 18 Jan 13

ron.1952 says...

I agree Cherith.

What a wonderful christian name by the way.


Ronny x
I agree Cherith. What a wonderful christian name by the way. Ronny x ron.1952
  • Score: 1

6:18pm Fri 18 Jan 13

madras says...

I can understand need to re-brand to help compete with Westfield centres but what a lame name - sounds too much like tATu for anyone who remembers them!
I can understand need to re-brand to help compete with Westfield centres but what a lame name - sounds too much like tATu for anyone who remembers them! madras
  • Score: 1

8:50pm Fri 18 Jan 13

Tim Sowter says...

Eagles_Man wrote:
rarecockneyguvnor wrote:
Tim Sowter wrote:
The name is completely irrelevant. What matters is the individual shops. So when I go in to Bromley I might think of going to Primark or M&S or Smiths for example, and whether or not shops are contained within a building which happens to be called The Glades or intu is unimportant. I just hope that if there is ever a fire in the shopping centre and somone dials 999 and says there is a fire in intu, not too much time is wasted while the operator gets confused and asks if the caller means The Glades.
That you shop at Primark makes you irrelevant.

Thank You.
Ah, but he saves money in Primark to then waste on the overpriced stuff in Smiths. Overall it's cost neutral.
Thank you both. Of course one of the joys of being middle aged is that you can walk around in Primark clothes and not care that you are not wearing designer labels from some overpriced fashion shop in the Glades. Right, now I have got that off my chest I am going to pop into Waitrose and blow the lot.
[quote][p][bold]Eagles_Man[/bold] wrote: [quote][p][bold]rarecockneyguvnor[/bold] wrote: [quote][p][bold]Tim Sowter[/bold] wrote: The name is completely irrelevant. What matters is the individual shops. So when I go in to Bromley I might think of going to Primark or M&S or Smiths for example, and whether or not shops are contained within a building which happens to be called The Glades or intu is unimportant. I just hope that if there is ever a fire in the shopping centre and somone dials 999 and says there is a fire in intu, not too much time is wasted while the operator gets confused and asks if the caller means The Glades.[/p][/quote]That you shop at Primark makes you irrelevant. Thank You.[/p][/quote]Ah, but he saves money in Primark to then waste on the overpriced stuff in Smiths. Overall it's cost neutral.[/p][/quote]Thank you both. Of course one of the joys of being middle aged is that you can walk around in Primark clothes and not care that you are not wearing designer labels from some overpriced fashion shop in the Glades. Right, now I have got that off my chest I am going to pop into Waitrose and blow the lot. Tim Sowter
  • Score: 1

9:34pm Fri 18 Jan 13

Gypo.Joe says...

Waitrose, well now you are forgiven Tim. I can see you are of a certain age that was blessed with a sense of humour too. Snap !!

;)
Waitrose, well now you are forgiven Tim. I can see you are of a certain age that was blessed with a sense of humour too. Snap !! ;) Gypo.Joe
  • Score: -1

11:30am Sat 19 Jan 13

The .Gypo says...

I got me velcro strap trainers outta primark nuffin wrong wiv em cheap and nasty me knows but erastus piggot started the trend with eis elasticated one size fits all joggin bottoms and throwaw stained velco trainers from china for a cockle dun deal i fooght i be avin sum of dat like so i did! :p
I got me velcro strap trainers outta primark nuffin wrong wiv em cheap and nasty me knows but erastus piggot started the trend with eis elasticated one size fits all joggin bottoms and throwaw stained velco trainers from china for a cockle dun deal i fooght i be avin sum of dat like so i did! :p The .Gypo
  • Score: -1

1:43pm Sat 19 Jan 13

Inspirationalady28 says...

So why are all the other Capital Shopping Centres (CSC) owned malls keeping their original names with just the "intu" in front? intuLakeside which is in Essex_intuPotteries which is in Staffordshire_intuTr
afford Centre which is Manchester etc'! Why can't they choose intuThe Glades and not Bromley? It seems Bromley is going to look a bit odd one out....
So why are all the other Capital Shopping Centres (CSC) owned malls keeping their original names with just the "intu" in front? intuLakeside which is in Essex_intuPotteries which is in Staffordshire_intuTr afford Centre which is Manchester etc'! Why can't they choose intuThe Glades and not Bromley? It seems Bromley is going to look a bit odd one out.... Inspirationalady28
  • Score: 0

5:01pm Mon 21 Jan 13

johnfirewall says...

Not quite a global brand but people from outside the borough and even London have heard of The Glades. Surely it's about a local identity rather then a nationally recognised name. I don't go to Shephards Bush because of Stratford Westfields.

Also, awful name.
Not quite a global brand but people from outside the borough and even London have heard of The Glades. Surely it's about a local identity rather then a nationally recognised name. I don't go to Shephards Bush because of Stratford Westfields. Also, awful name. johnfirewall
  • Score: 1

7:45pm Mon 21 Jan 13

BickleyB says...

Aren't the intu tribe Eskimos? I know it's cold at the moment but even Bromley gets warm a few days each year around July.
Aren't the intu tribe Eskimos? I know it's cold at the moment but even Bromley gets warm a few days each year around July. BickleyB
  • Score: -1

6:29pm Wed 23 Jan 13

plodder46 says...

Is this another misuse of the English language, what does 'intu' mean? I know Bromley needs more retailers but I wouldnt blame anyone for steering clear of a place called 'intu' I think Westfields do not have to worry about competition and I can see retailers going to Croydon, well done Capital you have put another nail in the Bromley shopping coffin
Is this another misuse of the English language, what does 'intu' mean? I know Bromley needs more retailers but I wouldnt blame anyone for steering clear of a place called 'intu' I think Westfields do not have to worry about competition and I can see retailers going to Croydon, well done Capital you have put another nail in the Bromley shopping coffin plodder46
  • Score: 1

9:37pm Wed 23 Jan 13

walkieswithace says...

How pointless. Another ridiculous rebranding exercise and to what end? What's the objective? I think I'll boycott The Glades until they retract the ignorant new alternative. intu? It's nonsense and doesn't even mean anything.
How pointless. Another ridiculous rebranding exercise and to what end? What's the objective? I think I'll boycott The Glades until they retract the ignorant new alternative. intu? It's nonsense and doesn't even mean anything. walkieswithace
  • Score: 1

11:41pm Wed 23 Jan 13

mainman says...

intu sounds too french. are the owners frogs. glades will never rival westfields or even come close.
intu sounds too french. are the owners frogs. glades will never rival westfields or even come close. mainman
  • Score: -1

10:30pm Thu 31 Jan 13

mseven says...

Unlike Westfield the Glades has no ambiance. The Glades had white floors, walls and ceilings, the new Westfield shopping centres in London and Bluewater have open spaces, illuminated atriums and food courts.

In the past 21 years the Glades has lost it's open spaces to RMUs / market stalls / kiosks the food court has become shops and the interior has become outdated.
Unlike Westfield the Glades has no ambiance. The Glades had white floors, walls and ceilings, the new Westfield shopping centres in London and Bluewater have open spaces, illuminated atriums and food courts. In the past 21 years the Glades has lost it's open spaces to RMUs / market stalls / kiosks the food court has become shops and the interior has become outdated. mseven
  • Score: 0

11:16pm Thu 31 Jan 13

mseven says...

plodder46 wrote:
Is this another misuse of the English language, what does 'intu' mean? I know Bromley needs more retailers but I wouldnt blame anyone for steering clear of a place called 'intu' I think Westfields do not have to worry about competition and I can see retailers going to Croydon, well done Capital you have put another nail in the Bromley shopping coffin
I agree, there are many names better than intu, they could have called it Capital, so it would be Capital Bromley. I can see how the brand awareness can work like if you see a Westfield or The Mall (not the Mall in Bromley, the company that has malls called The Mall ) you would associate it with the others. It may even lead to national advertising for the intu centres giving intu Bromley higher publicity nationally and locally.

The problem with Croydon is they opened the Centrale Shopping Centre assuming the whole place will be occupied but it created too many retail units in Croydon and even if all companies came to Croydon there will still be empty shops, there are more retail units in Croydon than companies to fill them. Westfield is coming to Croydon to regenerate it but that was why Centrale came but 10 years later there are units there never occupied so it is questionable if Westfield can help Croydon unless they make large changes to the Centres there

What they did in Croydon would be like a rival company to the Glades buying the smaller The Mall shops, the surrounding land down to Waitrose, the office blocks behind up to Kentish way and opening a shopping centre which would be the same size as The Glades. Initially you would think it would be great, bring thousands of jobs to Bromley and double the shops in Bromley but in reality it would just shift shops around from older shops to new shops like what happened when the Glades opened. It also happens when new shopping centres like when Army and Navy / House of Fraser moved from Bromley to Croydon and Habitat moved from Bromley to Westfield White City
[quote][p][bold]plodder46[/bold] wrote: Is this another misuse of the English language, what does 'intu' mean? I know Bromley needs more retailers but I wouldnt blame anyone for steering clear of a place called 'intu' I think Westfields do not have to worry about competition and I can see retailers going to Croydon, well done Capital you have put another nail in the Bromley shopping coffin[/p][/quote]I agree, there are many names better than intu, they could have called it Capital, so it would be Capital Bromley. I can see how the brand awareness can work like if you see a Westfield or The Mall (not the Mall in Bromley, the company that has malls called The Mall ) you would associate it with the others. It may even lead to national advertising for the intu centres giving intu Bromley higher publicity nationally and locally. The problem with Croydon is they opened the Centrale Shopping Centre assuming the whole place will be occupied but it created too many retail units in Croydon and even if all companies came to Croydon there will still be empty shops, there are more retail units in Croydon than companies to fill them. Westfield is coming to Croydon to regenerate it but that was why Centrale came but 10 years later there are units there never occupied so it is questionable if Westfield can help Croydon unless they make large changes to the Centres there What they did in Croydon would be like a rival company to the Glades buying the smaller The Mall shops, the surrounding land down to Waitrose, the office blocks behind up to Kentish way and opening a shopping centre which would be the same size as The Glades. Initially you would think it would be great, bring thousands of jobs to Bromley and double the shops in Bromley but in reality it would just shift shops around from older shops to new shops like what happened when the Glades opened. It also happens when new shopping centres like when Army and Navy / House of Fraser moved from Bromley to Croydon and Habitat moved from Bromley to Westfield White City mseven
  • Score: 1

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