THE new owners of Crowngate are promising to freshen and revitalise the city's shopping centre.
Starburst (UK) became the owners of the centre in the heart of Worcester city centre earlier this month taking over from the Crown Estate.
Anthony Wardle, who is the representative for the Welsh family-run firm, said they were remaining tight-lipped for now on their plans for the centre but promised shoppers they were "ambitious" and would "reinvigorate" the centre which is split over Friary Walk and Chapel Walk.
Mr Wardle said: "We are very enthusiastic about what it can offer.
"The centre has lost its way, like many shopping centres have done a little bit nationally.
"The landscape changed with Covid and the internet.
"But that doesn't mean shopping centres are dead - it needs new focus."
Mr Wardle said occupiers were lined up for the units on 79-80 High Street, 34 High Street and 57 Broad Street in the centre while they also considering what to do with the other vacant units, potentially splitting them.
The centre, which opened in the 1990s, has come under fire from some for looking tired but Mr Wardle said they would invest in it and people would likely see improvements during 2024.
"We are very enthusiastic about what it can offer," he said.
"We are not looking to rebrand for the sake of rebranding.
"You have to adapt to the economic environment you are in - we can't change the interest rates, or people don't want to shop in department stores anymore."
The new owners have a background in industry development but Mr Wardle said they had looked to diversify in recent years venturing into retail warehouses and retail parks with more than 500 tenants.
Mr Wardle said the owners signed the contract on Thursday, February 22 but said for commercial reasons the amount it cost could not be revealed.
"We aren't going to be nasty owners, swooping in to bring in something contrary to what local people want," he added.
"We are used to dealing with smaller occupies. We will speak to them and other stakeholders to see how they feel it can be improved."
The centre celebrated its 30th anniversary in 2022.
The complex first opened in Worcester in 1992 and now comprises of 69 retail units and two main shopping areas having undergone major redevelopments over the decades.
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