The British Council of Shopping Centres (BCSC) is to rebrand as Revo this week to represent the growing diversity in the sector.

The organisation said that by combining ‘retail’ and ‘evolution’, the name Revo reflects an industry that is adapting in the digital world to include more food and drink, leisure, cultural uses and urban living.

It said the rebrand symbolises the energy and progress that underpins the organisation’s new strategy and ambitions.

The organisation’s full brand identity and six-point agenda for change will be revealed at the end of the first day of its annual conference today in Manchester.

Chief executive Edward Cooke said: “These are exciting times for the retail property industry. The landscape is changing profoundly and old distinctions are blurring. Customers’ retail experiences are so much more than just shopping. Consumers’ tastes, habits and the places they live, shop and work are evolving. So our organisation is changing too, to ensure we stay right at the heart of the increasingly diverse world of retail property and placemaking.

“Revo will be revealed as a distinct new brand for a new era. It’s contemporary, compelling and courageous – a well as progressive and pragmatic. Revo is about setting a new course for our business and the people we support. I’m excited about the future for the organisation and am looking forward to discussing our new direction and identity with colleagues in Manchester.”