Shoppers are split on changing the name of the popular downtown mall.

Toronto Eaton Centre changes its name—a little

Cadillac Fairview rebrands iconic shopping centre with their own initials

One of the most popular shopping areas in the city, The Toronto Eaton Centre, is adding a little something extra to its name.

The downtown hub is to be called the “CF Eaton Centre,” as part of Cadillac Fairview’s rebranding strategy.

The real estate company is rebranding 20 malls in total across Canada — each with “CF” added to its name.

Along with a new logo and name change, this is all “the first step in a new brand strategy which is set to transform how Canadians see one of North America’s largest commercial real estate companies,” CF said in a news release Sept. 21.

Some regular shoppers of the Eaton Centre are not too happy with the name change.

“It’s always going to be the Eaton Centre —  it always will be,” said one shopper at the centre.

“Everyone knows the Eaton Centre as the Eaton Centre,” agreed another shopper and La Senza employee at the mall. “Throwing in the Cadillac Fairview part — is that really going to make much of a difference?”

She added the mall owners needed to focus more on rebranding the actual mall and events that are brought in. “Bring that to the mall as opposed to just rebranding a name.”

Other shoppers did not really mind it.

“It’s not a big deal,” said one. “They should be keeping up with the times.”

The mall was first called “The Eaton Centre” when it opened its doors in 1977. It was later change to “Toronto Eaton Centre” in the early 1990s.