In a move set to turn heads across the UK retail and leisure industry, SGS Group is bringing back the name Harlequin to atria Watford – one of the country’s most dynamic shopping, retail and leisure destinations.
From summer 2025, atria Watford will officially revert to its original, much-loved name: Harlequin. Backed by overwhelming public sentiment and a deep-rooted local connection, the name change is more than nostalgic. This is a strategic rebrand that reflects a significant investment drive designed to elevate the asset’s retail, food and leisure offer, enabled by the corporate restructuring of the centre’s owners, SGS Group, in 2024.
Visitors will soon experience the reimagined Harlequin through vibrant new signage, an expressive new logo and a brand-new website – all part of a dynamic marketing campaign led by SGS’s retained agency, BWP Group. The refreshed brand sets the tone for a centre that’s unapologetically confident, proudly local and built to lead.
Claire Barber, CEO at SGS Group, commented: “2025 marks a pivotal moment for this centre. Our decision to bring back the Harlequin name is rooted in what the community told us – it’s part of Watford’s identity. But this is about the future, not the past. Through bold leasing, creative activation and strategic investment, we’re transforming Harlequin into a flagship destination for the region, built around experience, quality and commercial performance.”
Under SGS Group’s ownership, Harlequin is already building momentum. The centre has a high-performing retail mix including Apple, Uniqlo, Zara, Oliver Bonas, H&M, Cineworld and Popeyes.
Complemented by a curated programme of immersive events – such as the recent Self-Care Fun Fair – the offer is designed to deepen engagement, extend dwell time and grow catchment reach.
The rebrand is a cornerstone of SGS Group’s wider repositioning strategy: to evolve Harlequin into a next-generation, all-day and evening destination that commands attention across the leasing, investment and consumer markets.
