London Records arose in the 1940s from the split in ownership between the British branch of Decca and that same company's USA branch. Since British Decca could not use the Decca name in North America, it used the London label to release records there. In the UK, the London label focused on pop music under the aegis of Roger Ames, while the Decca Record Company Limited operated as a separate company, with its US releases rebranded with the London name. Decca was eventually acquired by PolyGram.

In 1999, the MCA and PolyGram families merged to form Universal Music Group, and in 2000, Roger Ames was hired to run Warner Music. The Decca name could be used worldwide by Universal after the merger, so Ames was allowed to take London elsewhere, and London Records switched distribution worldwide to WEA. In the US, the imprint was merged with Sire Records Group to form London-Sire Records, which existed until 2003. In the UK, The label was renamed London Records 90 Ltd. to distinguish it from the Decca Label Group.

LC 7654