It remained like that until shortly after Sunnucks died on January 29, 1953. Upon his son James taking control of the company, he decided to change the name to Rumford Shopping Hall.
His own sons later persuaded him to change it back again. However, that was not an end to the matter. Following an unprecedented number of complaints to the council and newspapers, it was changed back again to Rumford.
Around 1964, the hall was repainted and the same name repositioned onto the canopy fascia, remaining until the early years of the 21st century, when it once again was renamed to Romford.
The building was ultimately demolished around 2011 and has since been replaced with a new shopping hall sporting the name originally conferred upon its predecessor.