Polish Council of Shopping Centers rebrands to Polish Council of Commercial Objects

After 23 years of operation, the Polish Council of Shopping Centers is changing its name to the Polish Council of Commercial Objects (PROH). This rebranding reflects the evolution of the Polish retail market, which has expanded beyond traditional shopping malls.

According to President Justyna Kur, the previous name became too narrow to represent the diversity of the modern sector. The new designation aims to encompass various formats, including retail parks, convenience formats, standalone objects, and mixed-use projects.

PROH intends to implement a broader strategy by expanding its data collection and expert knowledge to better represent the entire industry in public dialogue and support the unique challenges of different commercial formats.