Supermarket chain Waitrose has unveiled plans to build a new store in Berkshire creating up to 180 jobs.
The proposed multi-million pound outlet is earmarked on land between Millennium Way and Bond Way in Bracknell.
The scheme will be subject to planning permission but the chain is hopeful building work can start in April with its first customers by early 2012.
Waitrose said it would become the first new store to be built in the town centre for more than 25 years.
Nigel Keen, Waitrose director of development, said: "We have had a long-standing ambition to open a store which can offer a full range of products in the town centre and this provides us with the perfect platform to achieve that.
'Catalyst for development'
"This is an excellent opportunity to create an attractive gateway into the town centre and demonstrates our confidence in Bracknell's future as a vibrant retail destination."
The town is already going through a regeneration which it hopes will attract more shoppers.
Councillor Paul Bettison, leader of Bracknell Forest Council, said: "If approved, the new store will help to deliver a key part of the town centre regeneration, bringing with it a state-of-the-art building and new jobs for local people.
"I'm sure the new store will be a catalyst for further development, helping to deliver a town centre which the people of Bracknell can be proud of."