New name for Derby’s largest shopping centre

Derby’s largest shopping centre has changed its new name.

The former intu Derby shopping centre, which has been under new management ever since intu went bust last summer, is to be renamed Derbion.

According to its management, the new name not only reflects the centre’s geographical location, but also “a sense of motion, inspired by Derby’s history of ingenuity and innovation, coupled with an ambition to continually move forward and evolve”.

The new name has been decided upon following months of consultation with customers and key regional stakeholders.

Adam Tamsett, general manager at Derbion, said: “We’re really excited to be unveiling our new name after months of customer engagement, research and collaboration with key regional stakeholders.

“We wanted a brand that was compelling and distinctive to Derby, reflecting the pride that we have in a city that has so much to offer.”

John Forkin, managing director of Marketing Derby, said: “This is an important moment for Derby. We really welcome the Derbion as the centre’s new identity which feels suitably local.

“It is important to note that Cale Street Partners are now sole owners and they wish to invest further whilst playing a supportive role in the wider city centre. The Derbion will be a platform for attracting further jobs and investment.”

Opened in 2007, the shopping centre attracts more than 21 million visitors a year.