LONDON — The British Council of Shopping Centers, an organization of retail property professionals, has re-branded the association’s name to Revo.

The announcement was made at the start of its conference held in Manchester yesterday. The company noted the change to its brand identity and agenda at the summit.

The change was made to as the organization wanted to “represent a diversifying sector” and categories such food, drink, leisure, culture and urban living will join its retail portfolio.

“These are exciting times for the retail property industry,” said Revo chief executive officer Edward Cooke. “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 organization 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,” added Cooke. “It’s contemporary, compelling and courageous as 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 organization and am looking forward to discussing our new direction and identity with colleagues in Manchester later this week.”

Launched in 1983, the BCSC is a non-for-profit trade association that focuses on retail property and growth within communities. It works and supports investors, local councils, agencies and their associated partners.