Woolworths, BWS and a host of new businesses will open their doors for the first time inside the new Shell Cove Town Centre on Wednesday.
An ice-creamery, health food and juice kiosk, artisan bakery, dentist and barber will also open.
The Shell Cove Woolworths, which has created 100 new jobs, will open at 9am.
As part of the opening festivities, free roses will be handed out to the first 50 customers who attend the opening celebrations.
The first 100 customers who spend $100 at Woolworths Shell Cove will receive a $20 voucher to go towards their next shop.
There will also be additional giveaways, food sampling and hamper raffles on the day. Woolworths will also host a family fun day on Saturday, which features celebrity chef ‘Fast Ed’ Halmagyi.
The first day of trade marks an eagerly-awaited milestone in the history of the 30-year Shell Cove project.
A town centre family fun day is planned for October 27.