Peter Jones in Jessops high street ‘fight back’

DRAGONS’ Den star Peter Jones will today revive the Jessops brand when he opens six camera shops and hails the start of a “fight back” on the high street.

Jones will open flagship branches on London’s Oxford Street and in Birmingham, which will house Europe’s largest photographic store.

Another of the initial stores will open in Aberdeen over the Easter weekend.

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The BBC2 personality will then go on to open a further 30 shops next month – one each day – creating up to 500 jobs in the process.

Jessops is predicted to turn over £80 million during its first year following its re-launch and grab a 15 per cent share of the digital camera market, making it the third-biggest photographic retailer in the UK. Jones and a group of investors had bought the Jessops brand and other assets from administrators at PwC on 31 January.

Jones said: “Britain’s high street is fighting back – the facts show it and I am giving my personal commitment to its resurgence by re-opening the doors of one of Britain’s most historic retailers. I’m taking the helm as chairman and chief executive because I believe Jessops is an iconic British brand, that can lead the retail resurgence, powered by innovations and world-leading, expert staff.”

Jones added: “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.

“I’m convinced the great British public will get behind Jessops and look forward to welcoming the first new customers through our doors.”

Jessops, which was founded in 1935 in Leicester by Frank Jessop. collapsed into administration in January with the closure of 187 branches and the loss of some 1,500 jobs.

The company had avoided going bust in 2009 through a debt-for-equity swap with HSBC and a de-listing from the London stock market.