Photography and camera store Jessops has relaunched this morning, opening one of its first shops in Birmingham.
Dragons' Den star Peter Jones bought the brand and certain assets after it went into administration in January.
The other shop will open in London's Oxford Street today, with four more due start trading over the Easter weekend.
The telecommunications tycoon plans to invest £4 million and open up to 30 more outlets nationwide throughout April.
The chain previously had 200 stores but fell into administration because it could not keep up with online competition and a boom in camera phones in recent years.
Almost 1,500 people lost their jobs when the firm collapsed, but Mr Jones hopes the company's relaunch will create 500 positions.
The entrepreneur and TV personality is the sole owner of the relaunched camera store chain and will act as chief executive and chairman.
– Peter Jones, Chairman & Chief Executive Jessops
"I believe Jessops is an iconic British brand which can lead the retail resurgence on Britain's high streets, powered by new innovations and world-leading, expert staff.
"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 had struggled since 2007, when it underwent a major overhaul with a swathe of store closures.
The firm began life in 1935 when Frank Jessop opened his first shop in Leicester.