High street retailers Holland & Barrett and Smyths Toys are the latest to open in the new £100 million Longbridge town centre.
Health food and supplements store Holland & Barrett has recently opened the doors at its 2,400 sq ft unit on a ten-year lease at rent of £85,000 per year.
Smyths Toys is taking 15,000 sq ft of space on a 15-year lease, on a starting rent of £300,000 with the store due to open in October.
They are the latest retailers to sign up at the town centre development which is being led by St Modwen as part of its £1 billion regeneration of the land previously occupied by MG Rover.
Ailbhe Carroll, property Manager at Smyths Toys, said: "With a great mix of retailers and an outstanding location, Longbridge town centre presents us with an opportunity to significantly increase our retail offer in the area.
"We are pleased to be creating employment opportunities for local people."
The two new signings mean that the second phase of Longbridge town centre is now close to full capacity and the pair join brands such as Sainsbury's, Costa Coffee and Marks & Spencer which opened its largest store in the Midlands there last November.
Mike Murray, development director at St Modwen, said: "Holland & Barrett and Smyths Toys are two of the most successful names in UK retail at the moment and their commitment to Longbridge is a major endorsement of the growing success of the town centre and the Longbridge development as a whole.
"With 64,000 shoppers now visiting the town centre each week, we are fulfilling our vision of creating a thriving retail destination as well as a hub for the hundreds of thousands of people who live, work and study at Longbridge.
"We are in talks with a number of interested retailers for the last two units and we expect to progress plans for phase three, which will be leisure led, later this year."