The group is a specialist investment firm with a focus on real estate now extending its services to integrating retail, arts, entertainment, media and advertisement, family fun, food and drinks, e-commerce and financial services to create affordable lifestyle experiences for their customers.
Purple CEO, Olayide Agboola, announced in a statement that the change, effective July 1, 2020, is in line with the group’s core belief in continuous innovation and customer satisfaction. He noted that the new identity signifies the group's growing strength and represents the growth and successes it has recorded over the past few years.
‘’We are refocusing our brand and extending our reach beyond just real estate development. “We see the need to curate affordable lifestyle experiences by leveraging our expertise in real estate development,” Agboola said.
All of the group’s facilities and ongoing projects will be rebranded and addressed with the Purple prefix but the group will keep the same colours and logo symbol to maintain its brand heritage.
Facilities affected by the rebrand include both PurpleMaryland, its flagship multi-use centre previously known as MarylandMall, and PurpleLekki, a mixed-use lifestyle centre currently under development.
PurpleLekki will occupy a land size of about 10,000 sqm and a few floors which will be mixed use – retail, entertainment, serviced accommodation, and private offices.
New projects under development are PurpleNano, a facility furnished to fit the premium taste of the modern professional; Purple.shop, a full service e-commerce platform; and PurplePlay, designated ‘playcentres’ that serve as lifestyle and recreation spaces in all of the group’s mixed-use and affiliate centers.
Agboola assured customers that the rebranding will not affect the group’s focus to always deliver the best service. “We are creating affordable lifestyle experiences for our consumers through our principal investments in superior mixed-use facilities and services. “We also remain thankful and committed to our partners; utilising our expertise and experience in delivering alpha returns to our investors, and giving the best to our customers across the group,” he said.
He concluded: “Our is a story of sheer resilience, best practices and excellent service delivery to our partners and clients across the group. With this brand repositioning, we are re-committing to our core beliefs and ensuring unwavering commitment to our values, to our investors and to our esteemed partners.
This strategic repositioning is one to look out for; as Purple aims for dominance in the lifestyle infrastructure sector. With many players in the mix – event centres, retail malls, hospitality centres, multi-use complexes; having a single entity consolidate all is unprecedented. If anything; Purple’s goals are lofty and this is very much the road less travelled. With the group’s portfolio of projects which includes the landmark Maryland Mall (now Purple Maryland); and network of partners; this redirection might well usher in a new wave for real estate and lifestyle infrastructure development in Nigeria.
The rebrand process will take effect across all of the group’s physical and digital touchpoints, and will reflect in all internal and external communications, including with the investor community, media, partners, customers and the general public.
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