The British Retail Consortium (BRC) has pledged its support to the government's new Portas Pilots initiative.
It argued that this is a step in the right direction when it comes to taking action to reverse the ailing fortunes of high street retailers operating up and down the country.
Indeed, the latest High Street Sales Tracker from BDO indicates that consumer spending in stores only grew modestly last month - and much of this was attributable to the Jubilee celebrations.
Director-general of the BRC Stephen Robertson underlined the importance of high street stores, describing them as the beating heart of the UK's communities.
Furthermore, the expert added that they are a vital provider of jobs and services, but their long-standing difficulties are being compounded by the difficulties faced by consumers.
"Announcing more Pilots will provide a wider platform of support for regeneration across England and we want to back that by pledging our own package of practical help to them at no cost," Mr Robertson commented.