intu Chapelfield, Norwich

Since the centre first opened in 2005, the retail profile of Norwich has been transformed

Michael Boundy

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.



annual footfall




total available retail expenditure


16 to 44 year olds


sq ft retail, leisure and catering space

1hr 12m

average dwell time




weekly repeat visit




number of retail units

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.

Michael Boundy

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.

For more information, contact

Rebecca Ryman

Job title Regional director



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Changing lives

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%.