First shop opens in Cardiff
Jessops has launched a chain called World Camera Centre in an effort to broaden its appeal.

The first shop debuted in Cardiff last week and a second is due to open in Edinburgh before Easter.

A new brand identity has been introduced at the chain, with black livery replacing the traditional blue signage and point of sale.

The Cardiff store is four times the size of an average Jessops store and is spread over a ground floor and mezzanine level.

Some 3,000 lines will be stocked on site and a further 7,000 will be available through an ordering system. For the first time, laptops and PCs will also be available to buy, alongside camera and imaging equipment.

Chief executive Chris Langley said: 'We are able to offer a bigger range and new services that will extend the range and appeal of the brand and move it forward.'

The stores will also feature Digital Pro Centres - shops within shops for professional photographers. In conjunction with Hewlett Packard, technology has been introduced to produce photo gifts while you wait.

Further features include an in-store studio where customers can have portraits taken and a complete photo printing area.

The storefit will be rolled out to regional flagships over the next three years if the trial proves successful. Jessops said there was potential for 20 to 25 World Camera Centres across the UK.

Langley said the group will open World Camera Centres in secondary and edge-of-prime locations in town and city centres. He thought that the format could work in out-of-town sites in the future.