The first shop under ‘Dragons’ Den’ entrepreneur Peter Jones opened on Oxford Street, London, in 2013

The new Norwich store – due open on 11 September – will feature a ‘state-of-the-art Print Lab’, and a Jessops’ Academy where customers can learn how to get the best from their camera through a variety of photography courses, from basic to advanced levels.

Jessops’ chief operating officer Neil Old said: ‘The opening of our new flagship store really does shine a light on our commitment to our customers’ experience in store.’

He added: ‘With its innovative design and state of the art equipment coupled with services such as printing, camera trade-in, equipment rental and a wide range of photography courses, all delivered by our expert, friendly staff means we are able to offer everything our customers could possibly need, in a completely unique and exciting environment.’

The new store, in Davey Place, Norwich, Norfolk, will be opened by the Lord Mayor of Norwich, councillor Brenda Arthur.