Twenty-three new stores have opened in downtown Tauranga over the last six months.
"There's no question it's been tough out there and Tauranga, like the rest of the country, continues to face tough economic times," Mainstreet Tauranga manager Kirby Weis said.
"But the good news for our city centre is these new stores offer shoppers more variety and bring new energy and vitality.
"It shows there's plenty of brands keen to invest in our CBD, that bodes well for our recovery."
Since May 14 businesses have also relocated or come under new management in the city centre.
Kim Farrant opened high-end homewares and interiors store Tilly & Tiffen in the central city in July, having moved to Tauranga from the United Kingdom seven years ago.
Mrs Farrant said November had been quiet but things had picked up since the Rugby World Cup finished.
"People haven't really got into the full flow of Christmas shopping yet," she said.
Mrs Farrant said she wouldn't be anywhere else but the CBD.
Meanwhile, Kiwi designer Anna Stretton opened large concept store Birds of a Feather on Grey St last week.
The original Tauranga store on Devonport Rd will remain open as an outlet store until after Christmas while the Mount Maunganui store has closed.
Manager Annette Webster said 90 per cent of the customers who had visited the spacious store were new customers.
"It's been fantastic actually. This location came up and it was perfect," she said.
She felt improved parking on Grey St was helping entice customers in while the range had expanded to include a makeup counter, handbags and accessories from London.
On Spring St, Square fashion store owner Antoinette Smith said things were looking good for the central city.
"I think things are starting to pick up. It's been quite positive really. I do think a lot of that is because more and more stores are starting to open in the city centre and shoppers are realising there's even more variety and choice," she said.
Mr Weis said retail growth in the city centre had been strong over the last five to seven months.
The new arrivals included a mix of well-established Western Bay retailers, like those behind clothing stores Thanks and Square, as well as national chain stores Pascoes and 2degrees.
Tauranga Chamber of Commerce chief executive Max Mason was not surprised there was a lot of change and churn in the city centre. "There are some great deals from landlords, which is causing some retailers to move to better locations. Also some businesses have ceased operations in some areas which has created opportunities for others," he said.
Mr Mason said he liked to see cranes over a city because they were a symbol of progress and there were several big building sites in Tauranga now. "There is also more talk of the pending hotel and a larger tertiary presence. It looks as through we may have largely dodged a bullet with the Rena, and hopefully we can attract most of the hundreds of thousands of summer visitors back here."
Mr Mason said things were traditionally a bit quiet in the lead-up to a general election, but he said economic activity would pick up next month.