TRADERS in the former Allders Mall have formed their own business association to help promote their outlets. Working with their landlord, Minerva, the first step has seen the mall renamed North End Mall.
In parallel Minerva has launched an advertising campaign highlighting the businesses in the Mall and in nearby St George's Walk where it is the landlord of a number of small businesses bringing life back to the rundown centre.
The Mall, which now provides the only direct pedestrian link between George Street and North End was the only part of the Allders complex to survive the department store's closure in September.
But its businesses and their counterparts in St George's Walk have said they need help to draw in potential extra custom.
David Owens from Minerva said this week the advertising campaign was designed to raise the profile of the two centres.
He said: "We want to show that the Mall is more than just a cut-through. We want to improve it and St George's Walk to make them a bit more pleasant."
One aim for the Mall, he added, would be to try and attract more "pop-up" shops, allowing small traders to set up in the morning and pack up at night, rather than take over permanent premises.
Neelofar Khan, chairman of new association, said progress had also been made on improving the cleanliness of the Mall, its lighting and increasing security.
She said: "We will now be looking for ways of getting some extra funding, so we can continue to work together to keep this area operating well for local businesses.
"A lot of people are coming through the Mall but this hasn't converted into business that much yet."