SGS Group brings former name back to Watford’s largest shopping centre
SGS Group, the owner of Atria Watford, is to rebrand the shopping centre to its previous name.
From this summer, the scheme will be called Harlequin, a decision which SGS Group said was backed by overwhelming public sentiment.
The group said the strategic rebrand reflects a significant investment drive designed to elevate the scheme’s retail, food, and leisure offer, enabled by the corporate restructuring of SGS Group in 2024.
Claire Barber, CEO of SGS Group, said: “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, the centre has cultivated a retail mix which includes the likes of Apple, Uniqlo, Zara, Oliver Bonas, H&M, Cineworld, and Popeyes.
The group said Atria’s rebrand is a cornerstone of its wider repositioning strategy to transform the scheme into a next-generation, all-day and evening destination that commands attention across the leasing, investment, and consumer markets.