(London) Four years after closing its iconic store on Oxford Street in central London, British record store HMV reopened a store on Friday at the same address, raising hopes of a revival of the famous shopping street in declining attractiveness.

Since the bankruptcy of the record distributor which opened its first store on Oxford Street in 1921, the doorway had been replaced by a candy store, much to the dismay of Londoners and music fans.

But on Friday, the British group’s logo – a dog listening to the voice of its deceased master in a gramophone, hence the name “His Master’s Voice” (HMV) – regained its place on the facade of 363 Oxford Street.

The store was opened by the British group Madness, at the height of their fame in the 1980s with their ska hits, and its owner Doug Putman with his dog Ollie, who looks like the one in the logo.

He hailed a “great moment”, which testifies to the “positive direction of things”. “It’s all about balance,” he said, delighted that the record store will find its place among the candy and souvenir shops that now abound on Oxford Street.

The new store will “reflect the evolution of HMV’s retail concept,” with space for shows and signings, and “a wide range of pop culture items,” according to the group.

This is “exactly what we want Oxford Street to be: an experience beyond traditional retail,” Geoff Barraclough, a member of Westminster City Council, told AFP, welcoming the reopening.

The HMV store on Oxford Street made music history in 1962 when Brian Epstein, the Beatles’ manager, brought a copy of their demo tape there which was noticed by producers at EMI, the house of record then-owner of HMV, helping the group secure a recording contract.

The emblematic brand has since been faced with persistent financial difficulties, against a backdrop of depression in the record market in the face of competition from online music. HMV filed for bankruptcy at the end of 2018, after a first bankruptcy in 2013.

Canadian businessman Doug Putman, owner of the Sunrise group of record stores, then bought HMV for an undisclosed sum, but was forced to close 27 points of sale, including the emblematic one in the heart of London.

Four years later, the group has managed to return to profit, and announced in April that it would return “by popular demand” to its Oxford Street site before the Christmas holidays.