New stores are opening on the £50 million Cromwell Retail Park in Wisbech.
Iceland have returned to the town and created 13 new jobs when the doors to its new store were opened on Tuesday last week.
The store had to close twice on the big day as it was jammed with shoppers, who were also queueing in the car park.
Manager Michael Curson has been delighted with shoppers’ response to the store.
He said: “It has been absolutely fantastic and we have been exceptionally busy over the weekend.
“We had to close the store twice on the first day as the shop was full.
“We had bag packers on the four check-outs to speed things up but four of the aisles were really busy.
“As a team we are over the moon with the response and the customer feedback has also been good.”
Iceland had previously been based at the Horsefair Shopping Centre in the town centre but closed some years ago.
Shoppers have also been piling into the new Poundworld store, which opened on Thursday last week.
The shop has created 30 new jobs for the town.
Chris Edwards Junior, trading director at Poundworld, said: “We’re delighted to open our very first store in Wisbech offering consistent low value in a fantastic, convenient location.”
Poundstretcher is also due to be opening the doors of its store on the Cromwell Retail Park later this week.
Brantano and Sports World are other firms lined up to take units on the site.
Developers have cleared the former Wisbech Greyhound Stadium and the Tesco supermarket sites to create this exciting development.
Tesco Extra opened its doors earlier this year along with the Light Cinema and restaurants.