Land Securities bought the galleria in Hatfield in October 2005 and is replicating a proven formula that has helped make its other outlet centre - Gunwharf Quays in Portsmouth - a success.

The first stage of an ongoing and extensive rebrand and makeover, to create a contemporary designer outlet shopping and leisure destination, has been to launch a new marketing campaign that focuses on the quality of stores, the customer service and the shopping experience at the galleria. Consumer research has led the new campaign, which is re-positioning the centre as a destination that offers its core 'young' consumers a shopping experience that appeals to their aspirational lifestyle.

The research has highlighted the need to focus on bringing in more womenswear and high street names such as Karen Millen, Whistles, Zara and Primark to meet the needs of the target market of 18- to 45-year-old females with high disposable income.

Marketing director for Land Securities outlet centres Deborah Owen-Ellis Clark says: "The customer findings are what really help us fine-tune the asset strategy." This includes creating the right atmosphere and introducing the right attractions.

The next stage will be to put in an application for three more restaurant units under the cinema building and in due course more retail outlets under the bridge link within the scheme. The plan is also to carve up some of the existing space to create more units.

Portfolio director Phil Cottingham adds: "If that bears fruit then we can look at other initiatives. From my point of view I want an application in for the space under the cinema before the end of the year. The bridge link might be a similar time frame."

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