In a movement of titles that puts the head through the British retail and leisure sales industry, SGS Group brings the name Harlequin to Attria Watford – one of the most dynamic destinations for trade, retail and leisure – signaling a new daring chapter and a declaration of clear intention.
From the summer of 2025, Atria Watford will officially return to her original name and much appreciated: Harlequin. Supported by an overwhelming public feeling and a deep local connection, the name change is more than nostalgic. This is a change of a strategic brand that reflects a significant investment collection designed to raise the retail, food and leisure offer of the assets, activated by the restructuring of the companies of the owners of the center, SGS Group, in 2024.
Visitors will soon discover the Harlequin redesigned through a new dynamic signage, a new expressive logo and a whole new website – all part of a dynamic marketing campaign led by the SGS retained agency, BWP Group. The refreshing brand sets the tone for a center that is shamelessly confident, proudly local and designed to direct.
Claire Barber, CEO of SGS Group, said: “2025 marks a central moment for this center. Our decision to bring Harlequin's name to be rooted in what the community has told us – that is part of the identity of Watford. But this is the future, not the past.
Under the property of the SGS group, Harlequin is already taking momentum. The center has a highly efficient retail mixture completed by an organized program of immersive events – such as the recent fun self -fair fair.
The brand change is the cornerstone of the wider repositioning strategy of the SGS group: evolving Harlequin into a new generation destination, all day and evening which attracts attention to the rental, investment and consumption markets.
With daring decisions, fresh energy and a name that really resonates, Harlequin is back, ready to generate performance and redefine regional retail.
