Jessops will today reopen its doors as Dragons’ Den TV star and new owner Peter Jones revives the 78-year-old business.
Jones, who will take on the roles of chairman and chief executive, will launch six stores today, including the Oxford Street flagship.
Up to 30 more stores are set to open throughout April, following a £4m investment.
Jones rescued Jessops out of administration last month after it collapsed in January, closing 187 stores. The retailer had struggled to trade due to the growing popularity of camera phones and a tough economy.
He believes the high street is “fighting back”, following the buyout of Blockbuster and British Retail Consortium figures which showed a 2.7% year-on-year increase in shoppers on the high street in February 2013.
Jones said: “I am giving my personal commitment to [the high street’s] resurgence by reopening the doors of one of Britain’s most historic retailers.
“Image is everything, and even in the mobile and tablet era, there’s no substitute for a quality camera when it comes to taking the perfect picture. Jessops’ hallmark expertise and customer service will now be available again to customers across the UK.”
He added: “I’m convinced the great British public will get behind Jessops and look forward to welcoming the first new customers through our doors on Thursday.”
New Jessops stores will feature play tables, like those featured in Apple shops, to allow customers to touch and try out products. Every store will offer photography courses through the Jessops Academy as well as photo printing.
It will also offer a click-and-collect service for online orders, which Jones said is vital for the retailer.
Retail Week revealed last month that Jones was in negotiations with landlords to take on 30 former Jessops stores.