The Toronto Eaton Centre, one of the city’s most popular shopping destinations, is adding few letters to its name.
The Eaton Centre will soon be officially known as the “CF Eaton Centre” as part of a rebranding initiative by Cadillac Fairview, the mall’s parent corporation.
The name change is “the first step in a new brand strategy which is set to transform how Canadians see one of North America’s largest commercial real estate companies,” Cadillac Fairview said in a statement released Monday.
“Cadillac Fairview’s new visual identity highlights for shoppers that our properties provide a consistently welcoming and engaging retail destination,” said Jason Anderson, senior vice-president of marketing at Cadillac Fairview.
Other Canadian shopping malls operated by the company will also add a “CF” to their names, including Toronto’s Sherway Gardens and Vancouver’s Pacific Centre. A total of 20 malls across the country will be affected by the rebranding.
Cadillac Fairview is also changing its logo.
“The new logo and consumer-focused brand strategy are a part of a larger initiative within Cadillac Fairview that is centred on innovation to engage shoppers directly, drive sales, and to create the most welcoming and connected shopping environments across Canada.”
Cadillac Fairview is one of North America’s largest property owners and developers. The company manages 66 properties across the continent including the Toronto-Dominion Centre and the Chinook Centre in Calgary.
