Retail decentralisation from town centres has led to international concern. In response, some town centres have planned for retail property development to attract brand name retailers. However, in the context of further decentralisation (including the internet), town centres are experiencing brand name loss and an oversupply of retail space. In order to better assess the nature of the problem and how best to respond, this paper explores and develops conceptual understanding of town centre change and appropriate strategic policy responses. There is a need to rethink place-based change. Town centres should be seen as complex adaptive places, their multi-functionality must be treasured and recognition given to the unpredictability/serendipity of opportunities emerging within them. A delicate balance is required between ‘umbrella’ policies that maintain their core central visitor/community attraction function, deliberate strategies that help develop ‘processes’ of revival and an emergent policy orientation that allows reflective strategic learning as synergies of activity emerge.
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