NEW retail outlets are being offered an incentive to set up shop in Malvern - they will have their first three months business taxed waived.

The initiative, by Malvern Hills District Council, is worth up to £750, and has been set up to encourage the occupation of several vacant shops in the town.

It is hoped that, with the support new independent traders, the range of quality shopping for local residents and those visiting the area will be improved.

Two stores have already benefited from the scheme.

The first, Icon Menswear, opened in Church Walk in November, and stocks casual designer menswear brands such as Sonneti and Peter Werth.

Elsewhere, The Bridal Gallery, in Graham Road, also gained from the scheme.

This sells wedding outfits and accessories, helping the bride, mother of the bride and bridesmaids prepare for the big day.

"Having the first three months of rates waived was a great help as a new business in the town centre, and I am sure will act as an incentive to others looking to set up shop," said Paul Connolloy, the owner of Icon Menswear.

Councillor Tom Wells, leader of Malvern Hills District Council, added: "This is just one of the ways we are supporting local traders and attracting new businesses to the town of Malvern.

"Town centre enhancement is one of the council's priorities and we're keen to continue breathing life into the town through schemes like these.

"We are confident this scheme will help shop spaces to be filled quickly and lead to fewer empty units in Great Malvern."

Anyone interested in applying for the grant should contact Janet Yates or Anthony Collis of the council's community and economic development team on 01684 862151.