MULTI-million pound retail and destination attraction Evesham Country Park now has a new name.

It has been re-branded The Valley in the latest stage of the journey by operators Eagle One to turn the 125 acre site into a venue offering "a great day out for all the family".

As well as the addition of two new major retailers, the park, which has 1.4 million visitors a year, plans to introduce a "JCB experience" feature and a range of outdoor adventure zones, including purpose built cycle paths, zip wires and outdoor and indoor climbing walls. It already has its own miniature steam railway.

Spencer Gower, Eagle One Asset Manager, said: "The Valley is one of the most important and innovative retail and leisure destination projects that Eagle One has underway. As 2015 progresses we will continue to transform this unique site, which has the River Avon running through it, incorporating new indoor and outdoor adventure zones as well as exciting new retailers. We believe now is the right time to adopt a new name and visual identity to bring increased awareness among our target consumers and visitors.

"The country park is a hugely popular attraction in the area, annually drawing 1.4 million visitors, many of whom are highly loyal and travel for more than an hour to reach this destination. We wanted to create a new look and feel for the country park and make our brand synonymous with the joys of being outdoors and adventurous, but all in the context of a great retail and leisure space and providing a perfect place for all members of the family from the youngest to the oldest."

New retailers in the new shopping village will be Mountain Warehouse and Heavenly Feet, while Cotton Traders is moving from its existing unit of 1200sq ft to one virtually twice the size at 2000 sq ft. There will also be an array of new food and beverage outlets.

Mr Gower added: "The other big news is that The Valley has agreed a deal with Diggerland 'the ultimate adventure park experience', where children and adults can ride in and drive JCBs, dumpers and other forms of construction equipment. This will come on board in 2016."

The venue, which has developed from an original garden centre, already has 30,000 sq ft of retail and food space with planning permission granted to more than double that. Angela Tidmarsh, tourism officer for Wychavon District Council, said The Valley is a major factor in increasing visitors and business to the area and added: "The sky's the limit for the future."