Boosting town-pride and increasing footfall are among the aims of a campaign which will see The Co-operative Group help to transform Maidenhead High Street.
Maidenhead Town Partnership (MTP) found out on Friday (June 13) it was successful in its application to get involved with the 'Healthy High Streets' scheme.
Led by Support from Business in the Community (BiTC), the scheme is an initiative to boost the national economy - including creating 3,000 jobs - across what will eventually be 100 towns.
Maidenhead is one of 29 towns to be selected so far.
Co-operative Group experts across a variety of specialisms will meet with MTP, a local group containing members from both the public and private sectors, to find innovative solutions to boost trade and commerce.
Members of MTP include the Royal Borough, Maidenhead Advertiser and the Nicholsons Centre.
A target has been set to create 100 jobs in Maidenhead, increase people using the high street by 10 per cent and reduce empty units by 20 per cent over the next three years.
Other aims include maintaining a balance of independent and national retailers.
MTP member and Maidenhead town manager Steph James said: "We want to work with all the businesses in the town and to make sure every business in Maidenhead is engaged with what we are trying to do.
"It is great to have someone coming in looking at it with a different perspective.
The Co-operative Group will provide MTP with tailored support from professionals, opportunities to meet corporate business leaders and the chance partner up with other organisations.
Nicholsons Centre manger Jane Wright said: "On the back of Maidenhead winning the Thames Valley town of the year, altogether it makes for a very exciting future."
Boots UK, Marks & Spencer and Santander are the other companies helping towns across the country.
Business in the Community is not-for-profit charity and the Prince of Wales is its president.
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