intu Chapelfield, Norwich
Since the centre first opened in 2005, the retail profile of Norwich has been transformed
Senior asset manager, intu
A contemporary mix of fashion and food, served with a big helping of moments that surprise and delight visitors
It’s all down to intu Chapelfield’s ability to attract big brands and give consumers the ultimate shopping experience they’d been waiting for. Steered by our unrivalled asset management, we’ve created endless compelling reasons to come to the centre’s shops and dining hotspots, driving an annual footfall of 12 million and helping retailers flourish.
Desired brands have been drawn to Norwich’s affluent consumer base of 1.1 million for the first time by intu Chapelfield. The mall sits at the heart of Norwich’s historic city centre, a place where people have been trading for centuries – now the region’s top retail and dining spot.
The centre’s restaurant quarter opens out onto the pedestrianised Chapelfield Plain, providing today’s much sought-after, indoor/outdoor dining experience. Shoppers can choose from a wealth of big name casual-dining options such as Yo! Sushi, Wagamama and Ed’s Easy Diner, extending their day or evening out and dwell time in the centre.
total available retail expenditure
16 to 44 year olds
sq ft retail, leisure and catering space
average dwell time
weekly repeat visit
number of retail units
Big brands rub shoulders with each other in the heart of the city
Apple attracts design-led consumers and anyone who wants to browse the latest gadgets. The brand adds a touch of exclusivity and a great retail experience to the centre.
Look who's at intu Chapelfield
Together these retailers have turned Norwich into one of the UK’s top-10 shopping destinations
intu Chapelfield is the heart of retail in Norwich offering high quality and stylish stores
Central to city life
intu Chapelfield's approach to retail is a huge addition to the city and the region
Smiggle, Superdry and Swarovski – just some of the names attracted by the intu brand to intu Chapelfield, where more than a third of shoppers make repeat visits within the week. Drawn from across the thriving region of East Anglia, 55 per cent of intu Chapelfield’s customers are wealthy ABC1s.
Year-round great customer experience is guaranteed by our centre team and a unique programme of events, ranging from big-screen sporting tournaments to on-stage bands and summer parties. There’s always a buzz about intu Chapelfield.
Senior asset manager, intu
If you’re going to be the region’s top shopping centre you’ve got a responsibility to the area you serve. You’ve got to be somewhere people love to shop, eat and spend time, or even come to work. intu Chapelfield is all of these.
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Job title Regional director
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We give retailers and brands the ideal experiential platform to engage with more than half the UK’s population through pop-ups, events, advertising and more
Each customer is different – intu helps retailers reach them by providing a diversified digital experience
We own many of the UK's largest and most popular retail destinations, including nine of the top 20, as well as a growing presence in Spain...
Creating places, creating experiences
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By offering work experience to local prisoners, intu Chapelfield has helped cut re-offending rates to below the national average, helped former in-mates find work, and won an award from the government. Four out of every five of the prisoners who’ve done work experience here have gone on to employment, compared to one in four nationally. Only 5% of intu Chapelfield work experience prisoners have re-offended, compared to national statistics of 47%.