Around 400 jobs are being created in Longbridge as six new retailers agree to take space in the south Birmingham town.
Boots, Poundland and Mountain Warehouse are taking a total of 17,500 sq ft of space in the new retail units next to the 150,000 sq ft Marks & Spencer which opens on November 4.
Boots will open a 10,600 sq ft store, Poundland has agreed a deal for 5,000 sq ft and outdoor specialist Mountain Warehouse is taking 2,500 sq ft.
Elsewhere, Longbridge High Street is welcoming EE, Countrywide Estate Agents and Tailor Made which has already opened.
All of the new outlets are expected to be open by Christmas.
Birmingham-based property group St Modwen is carrying out a long-running £1 billion regeneration of the town which has already seen a new Sainsbury's and Premier Inn open among other well-known companies.
Mike Murray, senior development surveyor at St. Modwen, said: "A varied retail offer has always been an integral part of our plans for Longbridge, attracting new visitors, shoppers and jobs to the area.
"Phase one of the town centre, with UK favourites including Sainsbury's, Beefeater, Greggs and Costa Coffee, already attracts around 30,000 shoppers to Longbridge every week.
"We are expecting this number to vastly increase with these latest high-profile retailers alongside the new Marks & Spencer store.
"We are in talks with a number of other retailers too so the street scene of the town centre will become dramatically different over the coming months."
Additions planned for 2016 include a new cinema, gym, restaurant and café space at Longbridge.
Construction work also recently started on a £35 million ExtraCare Retirement Village and planning permission was secured earlier this year for a new office building called One Park Square.