INDEPENDENT retailers in a shopping area of Darlington are to market their businesses under a new banner, The Imperial Quarter.
The new theme reflects the elegant range of shopping opportunities in a part of the town within a small radius of the former Imperial Hotel.
The Edwardian building has a distinguished history in the town, firstly as a hotel and more recently as a business centre.
The idea for the Imperial Quarter is based on other successful retail branding projects in cities such as Leeds, London, Manchester and Newcastle. It is designed to attract discerning clientele from towns and villages outside of Darlington, by highlighting the town's hidden shopping "treasures".
Bill Gillow, of Geoffrey Gillow, said: "By labelling the area the Imperial Quarter we are drawing on its history to promote its new identity.
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