Luton Point could be renamed again after owner submits new plans
Whether you call it the Arndale, the Mall or the Luton Point, it looks like the shopping centre is to undergo another rebrand.
Frasers Group, which bought the shopping centre for £58m in 2023, is asking the council for permission to add new artwork to signs around the Luton Point.
The shopping centre was only rebranded to its current name in July 2024. Now, Frasers Group wants to call it ‘FRASERS PLUS LUTON’.
The proposed signage features a navy background, with white and grey writing, and a multicoloured ‘+’ symbol.
According to the planning documents: “The updated signage integrates with the mall’s contemporary commercial setting. The design is modern but unobtrusive, ensuring compatibility with the Conservation Area while reflecting current brand identity standards.
“The proposed rebranding maintains the existing layout, footprint, and materials of the signage. The updated design is visually appropriate, accessible, and respectful of the surrounding conservation context. The proposal meets planning requirements for design quality and maintains the character of the area.”
The Arndale was built in 1976, and then called the Mall from 2006. It appears on the official Luton Monopoly board as Luton Point, alongside ABC Savoy Cinema and Nadeem Plaza, as one of the orange spaces.
But for many Luton people it will always be The Arndale – whatever its official name is.
One person on social media said: “Why does it need a name change? It will always be the Arndale to me. Changing the name will not bring new customers but making the town centre a nicer place will.”
Another joked: “Slips off the tongue. Just popping down to Fraser Plus Luton. Won't stay long.”
Meanwhile, some suggested the money would be better spent elsewhere. One said: “What a waste of money. They'd have done better to spend the money on replacing the escalators at Bute Street entrance. Getting in to shop from Bute Street/ Silver Street is a nightmare if you have disabilities. A lot of able bodied wait for the lift. Usually only one lift working. The sign saying to give priority to disabled and pushchairs is a waste of space.”
A Frasers Group spokesperson commented: “We’ve submitted a standard application to update the name of Luton Point to Frasers Plus Luton, aligning the centre with the Frasers Group brand and ongoing strategy of investing in and revitalising physical retail destinations across the UK.
“This is a naming update only, with no changes to day-to-day operations, opening hours or how people shop, and no requirement for visitors to hold or use any Frasers Plus financial product. If approved, signage, wayfinding, and digital updates will be introduced gradually while the shopping centre will remain open and fully operational to serve the Luton community.
“Frasers Group remains committed to investing in Frasers Plus Luton and the Luton community, ensuring it remains a vibrant, welcoming retail destination for all.”