Capital Shopping Centres (CSC) is to launch a new brand across its shopping centres and enhance its online presence as part of a £25m investment.

In a move similar to rival Westfield, the property developer will now incorporate the brand name Intu into the names of its centres. Beginning in May, CSC will roll out the Intu brand and visual identity across its centres with new physical signage and enhanced customer services.

As part of the overall investment, CSC is investing £10m into its multichannel offer by launching a new ecommerce site called Intu.co.uk in April.

In addition to this, the property developer is installing a new fibre optic network at every centre as it looks to offer free high-speed Wi-Fi throughout its malls. The Wi-Fi will launch in March in the Trafford Centre, in April in Lakeside, in May in Eldon Square and in the nine remaining centres by February 2014.

CSC chief executive David Fischel said: “We have the scale to seize the opportunities provided by the changes in the retail marketplace. We very much look forward to implementing the initiatives announced today, which mark an exciting next phase in the evolution of our market-leading UK shopping centre business, to the benefit of customers, retailers, staff and investors.”

CSC said it receives 320 million customer visits to its network of shopping centres and over 30 million unique visitors a year to its current website.

As well as the rebrand, CSC will change its company name to Intu Properties plc on February 18.

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