Peter Jones, star of Dragons’ Den and owner of Jessops, aims to attract shoppers through sharp prices, a multichannel offer and vibrant store experience, he said at the relaunch of the camera retailer today.

At the re-opening of the Oxford Street flagship this morning, Jones told Retail Week: “Jessops might set the scene as to how we see retail in the future.”

Gavin & Stacey star James Corden joined Jones to help open the store.

Jones said that while he believes the high street is beginning to recover, hard-pressed consumers still need to be given a reason to shop. He intends to attract shoppers to Jessops through sharp prices, store experience and click-and-collect.

He added: “I don’t profess to know everything but like all entrepreneurs I take risks and I would like to think this calculated risk was accurate.”

The Oxford Street opening is the first of six stores that are set to reopen this weekend. Jones is opening a store each day throughout April.