0:00:02 > 0:00:04The question I get asked mostly in here, believe it or not,
0:00:04 > 0:00:06- is "how much is this?" - How much is this?
0:00:08 > 0:00:09That is the truth.
0:00:09 > 0:00:11How much are these chamois?
0:00:13 > 0:00:16They're shops with a magical formula.
0:00:16 > 0:00:19It must cost more to make what they're selling.
0:00:19 > 0:00:20How they do it, I'll never know.
0:00:20 > 0:00:23Everything costs a pound.
0:00:23 > 0:00:25Buy more!
0:00:25 > 0:00:27Bargain in itself!
0:00:27 > 0:00:30And some people have fallen under their spell.
0:00:30 > 0:00:34- Football!- This is the most expensive shop in the centre.
0:00:34 > 0:00:37You buy one thing, then you find another, then you find another.
0:00:37 > 0:00:39- It's just so cheap. - I like a bargain.
0:00:41 > 0:00:45There's now a pound shop in almost every town and city.
0:00:45 > 0:00:49Bloody brilliant. I love Poundworld.
0:00:50 > 0:00:56But for Chris Edwards, owner of the Poundworld empire, it's war.
0:00:56 > 0:00:59It's an insult to everything we try and stand for, it's ridiculous.
0:00:59 > 0:01:03It's a cut-price, cut-throat battle for survival
0:01:03 > 0:01:05against giant pound shop chains,
0:01:05 > 0:01:08and now the supermarkets.
0:01:08 > 0:01:10They should put "thief" across the front of their head,
0:01:10 > 0:01:12chop their fingers off or something.
0:01:12 > 0:01:14And as customers get more savvy...
0:01:14 > 0:01:16The biscuits, only 49p in ASDA
0:01:16 > 0:01:18and it's a better quality of brand and everything.
0:01:18 > 0:01:22..it's a fight to find new tricks to keep the magic alive.
0:01:22 > 0:01:25We've saved a fraction by not including any underwear.
0:01:25 > 0:01:28She doesn't mind, she's got a smile on her face
0:01:28 > 0:01:32This time the competition launches a price war.
0:01:32 > 0:01:36That's 3p that I'm saving.
0:01:36 > 0:01:39It's frightening cos if we took 3p off our profit margin
0:01:39 > 0:01:40we'd be out of business.
0:01:41 > 0:01:44So Chris strikes back with a £1 bra.
0:01:44 > 0:01:47Have you seen these? They're already our breast seller.
0:01:49 > 0:01:50Yeah?
0:01:50 > 0:01:53Soon there's a storm in a D cup.
0:01:53 > 0:01:56Now we haven't got it in again and I don't know what to do.
0:01:56 > 0:01:57Somebody's made a big boob.
0:02:03 > 0:02:07Big smiles. I'm trying to not get the Poundstretcher in.
0:02:07 > 0:02:08Oh, don't do that.
0:02:08 > 0:02:11Ooh! It's a big day for Chris Edwards.
0:02:11 > 0:02:16He's just signed a new bank deal to help his company Poundworld grow.
0:02:17 > 0:02:20But arch-rival Poundland, two doors down,
0:02:20 > 0:02:23seems to be the name on everyone's lips.
0:02:23 > 0:02:27Did you want to do this shop with the Poundland at the back?
0:02:27 > 0:02:30- World.- World.- Poundland?
0:02:30 > 0:02:33THEY LAUGH
0:02:33 > 0:02:37It's like a swear word. I can't say it, I cannot say it.
0:02:37 > 0:02:39Yes, our competitor next door.
0:02:39 > 0:02:43- I just got Poundland in the back as well, which is good.- World!
0:02:43 > 0:02:45World, world, world!
0:02:47 > 0:02:48Me and you are going to fall out.
0:02:51 > 0:02:55US-owned Poundland is Britain's largest pound shop chain.
0:02:57 > 0:03:02But Chris wants their crown, and from his headquarters in Wakefield,
0:03:02 > 0:03:07he's waging a campaign to become Britain's biggest pound shop empire.
0:03:08 > 0:03:10It's a war every day.
0:03:10 > 0:03:13We come to work every day, gumshield in, shinpads on, get on with it.
0:03:13 > 0:03:16Right, then, what's first?
0:03:16 > 0:03:18I've got a few issues at the moment.
0:03:18 > 0:03:21He's got a no-nonsense management team.
0:03:21 > 0:03:23Can we pay our way on the back of it?
0:03:23 > 0:03:28But their meetings are often interrupted by more pressing matters.
0:03:28 > 0:03:31- Do you want any toast or anything? - No, no.
0:03:31 > 0:03:34There's some grapes in there
0:03:34 > 0:03:36and a little bottle of stuff.
0:03:36 > 0:03:41Alice, Chris's 86-year-old mum, clocks in daily.
0:03:41 > 0:03:44She's the self-appointed fat controller,
0:03:44 > 0:03:46monitoring everything he eats.
0:03:46 > 0:03:49It's supposed to reduce cholesterol,
0:03:49 > 0:03:51it's supposed to make you feel fit,
0:03:51 > 0:03:56and I think the stressful job he does, I think every little helps.
0:03:56 > 0:03:59She bought this treat from one of Chris's competitors.
0:03:59 > 0:04:03Well, I'll not show Morrison's because they sell pound stuff.
0:04:03 > 0:04:05SHE LAUGHS
0:04:05 > 0:04:08I'm covering it up, I'm not giving then no adverts!
0:04:10 > 0:04:12This is a family firm.
0:04:12 > 0:04:15Morning, boss, you all right?
0:04:15 > 0:04:17Chris's brother is in the business, too,
0:04:17 > 0:04:21and this family has worked together for a very long time.
0:04:21 > 0:04:24That's your great-granddad Edwards,
0:04:24 > 0:04:28that's the trapeze artist that was born in 1862.
0:04:28 > 0:04:29I hope I'd be retired by then!
0:04:32 > 0:04:35Chris's family has worked on travelling fairs
0:04:35 > 0:04:36for nearly 200 years.
0:04:40 > 0:04:41That's when you were in school.
0:04:43 > 0:04:45He went six months at school and six months on the road,
0:04:45 > 0:04:49travelling fairgrounds, and that's an education in itself.
0:04:50 > 0:04:52You're brought up to basically work.
0:04:52 > 0:04:54You're working from a very young age.
0:04:55 > 0:04:59Very hard work. A lot of people don't appreciate the fact.
0:04:59 > 0:05:00It's something to be proud of.
0:05:00 > 0:05:03It is something to be proud of, to survive like we did.
0:05:05 > 0:05:07The family also had a market stall,
0:05:07 > 0:05:11which Chris and his brother turned into a pound shop empire.
0:05:11 > 0:05:14People say, "You've done well to get from that."
0:05:14 > 0:05:15Well, it's only took us 40 years!
0:05:15 > 0:05:17And a lot of hard work, I can tell you.
0:05:17 > 0:05:20But the hard work is far from over.
0:05:20 > 0:05:23'What drives you now is the fear of going skint.'
0:05:23 > 0:05:25I just liken it to a tsunami coming over the hill,
0:05:25 > 0:05:29and if you take your eyes off the business, it'll engulf you.
0:05:29 > 0:05:32The threats are flooding in.
0:05:32 > 0:05:36High streets are bursting with discounters and supermarkets
0:05:36 > 0:05:38offering £1 bargains.
0:05:38 > 0:05:40Some are selling for under a pound,
0:05:40 > 0:05:46and one rival - Southern-based 99p Stores - is expanding north
0:05:46 > 0:05:48onto Chris's patch.
0:05:49 > 0:05:52In Burnley, they're right next door.
0:05:52 > 0:05:54They've got Pringles at 99p.
0:05:54 > 0:05:58But his managers here are ready for the fight.
0:06:02 > 0:06:04Right, can somebody put two green milk in that gap for us,
0:06:04 > 0:06:07make that shelf look OK? Thank you, thank you.
0:06:08 > 0:06:10The secret to winning this war
0:06:10 > 0:06:14is maintaining the opening day standards that we've had from day one
0:06:14 > 0:06:16cos that's what draws the customers in.
0:06:16 > 0:06:19Ian Gilbert is the assistant manager.
0:06:19 > 0:06:22I'm the grafter with laughter, I get exactly what customers are after.
0:06:22 > 0:06:24If they're in doubt, give us a shout,
0:06:24 > 0:06:25I sort them out, that's what it's about.
0:06:25 > 0:06:28Can I interest you in a pack of Caramacs today for a pound?
0:06:28 > 0:06:31- Would you like two for £2 then?- No!
0:06:31 > 0:06:33You have to act fast, think fast, work fast and talk fast
0:06:33 > 0:06:35and that's what I do in this business.
0:06:35 > 0:06:37These shoes, I'm surprised they're not sponsored by Michelin
0:06:37 > 0:06:40cos the amount of rubber they burn, I'm telling you.
0:06:42 > 0:06:45I don't think he stops from the minute he comes in
0:06:45 > 0:06:46to the minute goes out at half six.
0:06:48 > 0:06:51Sometimes customers think, has he got a twin, him, or what?
0:06:53 > 0:06:55Thank you, chief.
0:06:55 > 0:06:56Nice footwork.
0:06:58 > 0:07:00I'd love to clone myself like Dolly the sheep, Ian the sheep
0:07:00 > 0:07:02and have double wages, know what I mean?
0:07:02 > 0:07:04But I don't think that's going to happen.
0:07:06 > 0:07:10Ian's Superman. He's pretty much like me.
0:07:10 > 0:07:11He's a lot younger than me
0:07:11 > 0:07:14- and he's obviously a lot fitter than me.- Only just!
0:07:15 > 0:07:17HE GRUNTS
0:07:17 > 0:07:21Jeff is the manager. He runs a tight ship.
0:07:21 > 0:07:24Can I interest you in a six-pack of Polo mints for a pound?
0:07:24 > 0:07:27Six-pack of Polo mints for a pound?
0:07:27 > 0:07:29Can I interest you in a six-pack of Polos for a pound?
0:07:29 > 0:07:31- No, thank you.- OK.
0:07:31 > 0:07:33Do you not think it's a bit repetitive?
0:07:33 > 0:07:36- You need to think outside the box here.- Box, yes.
0:07:36 > 0:07:39It's not just 99p stores they're fighting.
0:07:39 > 0:07:42Poundland's also in the same shopping centre.
0:07:42 > 0:07:44When we first opened, like, you know,
0:07:44 > 0:07:47basically it was a blank chequebook, know what I mean?
0:07:47 > 0:07:50We had 20 or 30 staff doing ten, up to 40 hours a week
0:07:50 > 0:07:52when obviously now we can't sustain that.
0:07:52 > 0:07:56As competition has grown, staff numbers have been cut.
0:07:56 > 0:08:00Nobody can afford to lose any business whatsoever
0:08:00 > 0:08:01and that's why we work so hard.
0:08:01 > 0:08:03We've got to do all we can to survive.
0:08:06 > 0:08:10Big ball, big ball, big ball, banana, big ball, banana, £1.
0:08:10 > 0:08:13Any ball £1, any ball £1, any ball £1.
0:08:13 > 0:08:15Nice cherry.
0:08:15 > 0:08:18The battle for peoples' pounds is now so fierce
0:08:18 > 0:08:22that shops often change tactics to win shoppers over.
0:08:22 > 0:08:25Banana, 50 pence, come on, come on, banana 50p.
0:08:25 > 0:08:29In East Ham, Poundland is trying a cunning plan.
0:08:29 > 0:08:34They've cut prices to just 97p.
0:08:34 > 0:08:39That's 3p that I'm saving on each item.
0:08:39 > 0:08:42- Everything could have been... - What was it?- £6? £6.
0:08:42 > 0:08:45But it came to £5.87. I'm happy.
0:08:45 > 0:08:48Nice three-penny off.
0:08:48 > 0:08:49I'll go four times a week.
0:08:51 > 0:08:52Laundry bags, sweets,
0:08:52 > 0:08:55whatever you like in there, it's fantastic in there.
0:08:55 > 0:09:00- It does get a bit confusing, though. - Yeah.- You can't add up 97p.
0:09:02 > 0:09:04- Every penny counts.- It really does!
0:09:06 > 0:09:10Two doors down, where Chris has a new shop, they aren't so pleased.
0:09:12 > 0:09:16News of the latest offensive soon reaches headquarters.
0:09:16 > 0:09:20East Ham, where we had one of our most successful stretches last year,
0:09:20 > 0:09:26Poundland have come back by changing to... 97p-land.
0:09:26 > 0:09:29It's frightening, they are a big American company.
0:09:29 > 0:09:32If they rolled it across, it would be a major impact
0:09:32 > 0:09:37because if we took three pence per item off our profit margin,
0:09:37 > 0:09:38we'd be out of business.
0:09:40 > 0:09:43Can I make a suggestion where these should go?
0:09:43 > 0:09:45In the bin!
0:09:45 > 0:09:50But Poundland isn't the only fixed- price rival threatening a price war.
0:09:50 > 0:09:53Some good offers there, Ian.
0:09:53 > 0:09:55Look at that sugar.
0:09:55 > 0:09:5999p Stores is cutting prices, too.
0:09:59 > 0:10:03Twin-pack as well. That's a good deal for a twin pack, 69p.
0:10:03 > 0:10:07'They've decided to enter that price war'
0:10:07 > 0:10:10and they're hoping that those posters will get the customers in
0:10:10 > 0:10:14and obviously take it away from us. And that, to me, that scares me
0:10:14 > 0:10:17because if we haven't got the right range and the right product
0:10:17 > 0:10:18at the right time, then obviously
0:10:18 > 0:10:22where we're situated and where the competition is so close,
0:10:22 > 0:10:26the customer can just turn around and walk out and go elsewhere.
0:10:27 > 0:10:29It's a cut-throat business out there.
0:10:29 > 0:10:32We are, I suppose, pirates on the high sea.
0:10:33 > 0:10:37At HQ, Chris's team is starting to fight back.
0:10:38 > 0:10:40Chris, when you've got a sec,
0:10:40 > 0:10:43can I just show you one of these new lines, please? Cheers.
0:10:43 > 0:10:47Head buyer Daniel has got his hands on something
0:10:47 > 0:10:50that's getting him very excited.
0:10:50 > 0:10:52We need to talk bras.
0:10:52 > 0:10:57The benchmarked price for these in the marketplace is up to like £20
0:10:57 > 0:11:00and we can put this in and retail it for a pound, I think.
0:11:00 > 0:11:02What's the initial order going to be, do you think?
0:11:02 > 0:11:05This has got to be half a million pieces, easy.
0:11:05 > 0:11:08You should just go with your instinct, what you think.
0:11:08 > 0:11:11If you think we need half a million, let's get half a million bought.
0:11:11 > 0:11:13This is a serious wow!
0:11:16 > 0:11:19But this is no ordinary bra -
0:11:19 > 0:11:23it's the secret weapon in a full-frontal assault
0:11:23 > 0:11:25to bazooka their rivals.
0:11:25 > 0:11:28The bra is what we would call a wow product.
0:11:28 > 0:11:31When they see something like this on the shelf they go, "Wow, look at that,"
0:11:31 > 0:11:34so we just naturally call it a wow product.
0:11:34 > 0:11:37Some examples of the wow products we've had in the past,
0:11:37 > 0:11:39this desktop calculator -
0:11:39 > 0:11:42when we first got that, we thought that was brilliant,
0:11:42 > 0:11:44it's just a pound.
0:11:44 > 0:11:48This is another product - well packaged, quartz movement,
0:11:48 > 0:11:51sold for a pound. Even I couldn't believe it.
0:11:52 > 0:11:55To make the £1 bra they went to China
0:11:55 > 0:12:00and found a factory already making a more expensive version.
0:12:00 > 0:12:04They then used cheaper material with slightly less elastic
0:12:04 > 0:12:06and ordered in bulk.
0:12:06 > 0:12:08But is there a difference in stretchiness?
0:12:08 > 0:12:12They're the same, all them pleats are the same.
0:12:12 > 0:12:17Alice has been asked to compare her son's new bra with a £13 version.
0:12:17 > 0:12:20Well, I can't see no difference, really.
0:12:20 > 0:12:23I can't believe it's a pound. Crikey!
0:12:23 > 0:12:27It's a throwaway product, I suppose, at a Tom Jones concert, isn't it?
0:12:27 > 0:12:31You wouldn't be worried about swinging your bra and throwing it at that price, would you?
0:12:31 > 0:12:33Not if they're only going to cost you a pound.
0:12:33 > 0:12:36It should be an exceptional line but with it being an exceptional line
0:12:36 > 0:12:40it could also put us up for an exceptional fall if I'm wrong.
0:12:40 > 0:12:43Some wow products have left Chris red-faced.
0:12:43 > 0:12:46We got this TV remote saying it was a fantastic item.
0:12:46 > 0:12:49We sold thousands, fantastic, repeat order,
0:12:49 > 0:12:51the factory couldn't give us what we want,
0:12:51 > 0:12:53so we moved on to a second factory,
0:12:53 > 0:12:56we didn't bother having the Trading Standards test because
0:12:56 > 0:13:00it was in our eyes exactly the same item. Unfortunately they didn't work.
0:13:00 > 0:13:02Trading Standards got involved
0:13:02 > 0:13:05and it cost us a fine which we're not proud of
0:13:05 > 0:13:07so we had a bit of a Del Boy moment there
0:13:07 > 0:13:09but that doesn't happen very often.
0:13:09 > 0:13:13Soon they'll find out if the bra is lovely-jubbly.
0:13:15 > 0:13:18But Chris isn't just relying on ladies' underwear
0:13:18 > 0:13:20to take the fight to the enemy.
0:13:20 > 0:13:23This is the map of the shops we've got already.
0:13:23 > 0:13:27Now we're focusing on areas where we've got very limited shops.
0:13:27 > 0:13:31He's expanding to challenge Poundland's dominance.
0:13:31 > 0:13:33We're looking to save £2 or £3 million
0:13:33 > 0:13:35which will fund the new store openings.
0:13:35 > 0:13:39It's very difficult and you try and do it without upsetting people
0:13:39 > 0:13:40but sometimes you do.
0:13:42 > 0:13:47Overseeing the cuts is finance director Ian Hamilton.
0:13:47 > 0:13:51- Morning, Mr No.- That's me.
0:13:51 > 0:13:54I'm one of the few people who will challenge Chris' opinion.
0:13:54 > 0:13:57Most people go along with him for fear of losing their job.
0:13:57 > 0:14:00But the fact of the matter is, there's only me who'll speak to Ian.
0:14:00 > 0:14:02Everybody doesn't like him!
0:14:02 > 0:14:05Those aren't major considerations for me.
0:14:05 > 0:14:11The main task is to do the job, do what's necessary at whatever cost.
0:14:11 > 0:14:16But Ian's under strict orders not to undermine customer service.
0:14:16 > 0:14:19And some think that's already happening.
0:14:19 > 0:14:21We've got people leaving our store
0:14:21 > 0:14:23that are putting baskets down at the tills
0:14:23 > 0:14:26because there's not enough people there to serve them
0:14:26 > 0:14:28at the end of the day.
0:14:29 > 0:14:31Regional manager Craig Atkinson
0:14:31 > 0:14:35thinks Ian's staff cuts are costing more than they're saving.
0:14:35 > 0:14:37I've got a queue as long as my arm
0:14:37 > 0:14:40where people still want to shop in this store
0:14:40 > 0:14:42and there's nobody serving them.
0:14:42 > 0:14:44That's lost sales.
0:14:44 > 0:14:47Something's got to change and it's got to change fast.
0:14:48 > 0:14:52As king of the cuts, Ian's in the firing line.
0:14:53 > 0:14:56Ian is definitely putting his neck in the noose on this one.
0:14:56 > 0:14:58This matter's very, very serious.
0:14:58 > 0:15:02If we let Ian go into a store and work there for the day
0:15:02 > 0:15:04and see what they come up against,
0:15:04 > 0:15:07- see whether his conclusion is exactly the same.- OK.
0:15:09 > 0:15:10Craig.
0:15:10 > 0:15:14So, tomorrow, seven o'clock, that's the time the delivery arrives.
0:15:14 > 0:15:17- There won't be any problems tomorrow.- Let's see.
0:15:23 > 0:15:27Over at the warehouse, 100,000 bras have arrived from China.
0:15:30 > 0:15:34A military operation begins to get them into the shops.
0:15:35 > 0:15:38You don't make vast amounts of profit on each item.
0:15:38 > 0:15:41Our profit's made on bulk. It's a fast turnaround.
0:15:41 > 0:15:43It needs to get into them shops and get sold.
0:15:43 > 0:15:46Buzz is one of the warehouse managers.
0:15:46 > 0:15:48If I get an order from the store last night,
0:15:48 > 0:15:50they get it delivered today.
0:15:52 > 0:15:56This hi tech warehouse supplies up to nine million items a week
0:15:56 > 0:15:59to over 200 shops across the country.
0:15:59 > 0:16:01In this warehouse at this moment in time
0:16:01 > 0:16:04there's probably about £17-18 million worth of stock.
0:16:06 > 0:16:07Of all that stock that's up there,
0:16:07 > 0:16:11a lot of that stock won't be here next week.
0:16:11 > 0:16:13It'll be gone, it's out to the shops.
0:16:17 > 0:16:19That's them.
0:16:19 > 0:16:21Buzz and fellow manager Kevin
0:16:21 > 0:16:25want to take a look at the new top shelf material.
0:16:25 > 0:16:26I haven't got a safety knife.
0:16:27 > 0:16:30I haven't. Not allowed a knife.
0:16:30 > 0:16:34# Safety knife! We're using a safety knife! #
0:16:36 > 0:16:39"Say goodbye to bad posture."
0:16:39 > 0:16:42- Chafing.- That's always a problem of mine, chafing.
0:16:42 > 0:16:45It looks like a sports thing, doesn't it?
0:16:45 > 0:16:47More like a sports bra look to it.
0:16:47 > 0:16:49Not that I've ever worn a sports bra.
0:16:49 > 0:16:53- I used to.- Yeah, but you got help for that.- I did.
0:16:53 > 0:16:57Nude - she's not in the nude, she's got a bra on.
0:16:57 > 0:16:59That's a disgrace.
0:16:59 > 0:17:03I don't know if they're going to sell well.
0:17:03 > 0:17:06But Chris wants to shift a lot of bras.
0:17:06 > 0:17:10He hopes to sell 30,000 in the first week and millions over the year.
0:17:12 > 0:17:15In Burnley, Ian's very excited
0:17:15 > 0:17:18about getting his hands on the new wow product.
0:17:18 > 0:17:21Brilliant, I like that, that is fantastic, that.
0:17:21 > 0:17:23Ooh, nice rack, Ian.
0:17:23 > 0:17:26With a product like this, we're not going to go bust anyway.
0:17:26 > 0:17:28Next door will wonder what the hell's hit them.
0:17:28 > 0:17:32Battle of the bra, yeah, I can just imagine the headlines, innit,
0:17:32 > 0:17:33you know - "Storm In A D Cup!"
0:17:38 > 0:17:42Ian quickly starts working his magic on the customers.
0:17:42 > 0:17:46Hello, love, you all right? Have you seen these?
0:17:46 > 0:17:49Pound, eh? Can't go wrong, love. Look at that, eh?
0:17:49 > 0:17:51But not everyone's going wow.
0:17:51 > 0:17:53Unbelievable value.
0:17:53 > 0:17:57Have you seen these? Already our breast seller!
0:17:57 > 0:17:58Yeah?
0:17:58 > 0:18:03They look really, really cheap, and they're not sexy at all.
0:18:03 > 0:18:06You're not going to pull wearing that, really, are you?
0:18:06 > 0:18:09- No.- No, definitely not.
0:18:09 > 0:18:13Hmm, well, if I take a medium in a white
0:18:13 > 0:18:15and I'll have a large in a nude.
0:18:18 > 0:18:21The local competition has heard about the bra
0:18:21 > 0:18:22and come to take a look.
0:18:24 > 0:18:28Jane works for a more upmarket lingerie shop in Burnley.
0:18:28 > 0:18:30- Hello!- Oh, you're back!
0:18:32 > 0:18:34It's quite thin, isn't it?
0:18:34 > 0:18:36Why don't you just try one on, Jane?
0:18:37 > 0:18:39That, to me, that would ride up.
0:18:39 > 0:18:42- It's not giving you much shape, is it?- It isn't.
0:18:42 > 0:18:45I feel like I've got an old lady's vest on, to be honest.
0:18:45 > 0:18:46If I put my top on...
0:18:49 > 0:18:52..looks like I've got no bust at all in this, doesn't it?
0:18:52 > 0:18:55Well, the competition don't feel threatened.
0:18:55 > 0:19:01More worryingly, Jeff's learned 99p Stores is already selling a bra.
0:19:01 > 0:19:03- 99p?- Yeah.
0:19:03 > 0:19:07- Is this what they call pad?- Yes.
0:19:07 > 0:19:11You know, the proof will be over the next couple of weeks.
0:19:11 > 0:19:14It'll be interesting to hear the customers' comments.
0:19:16 > 0:19:19Will Chris's new bra give his business the uplift it needs?
0:19:22 > 0:19:25- What time is it?- Five to nine.
0:19:25 > 0:19:27Five to nine, right.
0:19:27 > 0:19:31He's running late already, so this isn't a good start, is it?
0:19:32 > 0:19:37In Leeds, it's the shop floor showdown between money man Ian
0:19:37 > 0:19:39and regional manager Craig.
0:19:39 > 0:19:42I can't wait, to be honest. I'm going to love every minute of it.
0:19:42 > 0:19:44I'm going to put him through his paces.
0:19:44 > 0:19:48Craig thinks Ian's staff cuts are causing big queues.
0:19:48 > 0:19:51Finance director Ian's been sent back to the floor
0:19:51 > 0:19:53to find a solution.
0:19:53 > 0:19:57- Oh, good morning.- How you doing? - Not too bad. Half past eight
0:19:57 > 0:19:59I thought we said we were going to be here this morning.
0:19:59 > 0:20:01- Yeah. I had a lie in this morning. - Oh, right, well...
0:20:03 > 0:20:06Well, I think you could have done with the extra large.
0:20:06 > 0:20:08I don't know about the large, but never mind.
0:20:08 > 0:20:10- I think I've been stitched up on that one.- Back to the gym!
0:20:10 > 0:20:15Ian cracks straight on with his fact-finding mission.
0:20:15 > 0:20:18Sorry to interrupt, what we're trying to ascertain is,
0:20:18 > 0:20:19whether the queuing is acceptable?
0:20:19 > 0:20:21Have you queued too long before?
0:20:21 > 0:20:24Many a time. We've put stuff down and we've gone somewhere else.
0:20:24 > 0:20:26Where would you go? One of our competitors?
0:20:26 > 0:20:28- I'd go to Poundland in there. - Poundland.- Yeah.- OK.
0:20:28 > 0:20:31When we've been in there, every time there's a lot on the tills.
0:20:31 > 0:20:33They're always full when we're in there.
0:20:33 > 0:20:35All the tills are full.
0:20:35 > 0:20:38And we've never waited long in there ever.
0:20:38 > 0:20:40Would you shop with us a lot more
0:20:40 > 0:20:43if we had all these tills monitored every single day?
0:20:43 > 0:20:45Yeah?
0:20:45 > 0:20:47Do you prefer the layout of the store and the products?
0:20:49 > 0:20:51There's more evidence left on the shop floor.
0:20:51 > 0:20:55So, again, that's potential lost sales
0:20:55 > 0:20:59due to not having enough people available on the tills.
0:20:59 > 0:21:03But Ian wants to see what happens when all staff man the tills
0:21:03 > 0:21:06like they're supposed to when a queue forms.
0:21:06 > 0:21:07All back up to tills, please.
0:21:10 > 0:21:12- Next, please.- Next, please.
0:21:13 > 0:21:14Next, please.
0:21:19 > 0:21:21Called the extra staff straight on the tills.
0:21:21 > 0:21:24Queues down in less than a minute.
0:21:24 > 0:21:28He thinks the solution is to change the staff rotas
0:21:28 > 0:21:30so more can be on the tills at busy times,
0:21:30 > 0:21:32but Craig's not convinced.
0:21:32 > 0:21:36I'm still a strong believer that we do need more people
0:21:36 > 0:21:39in the store in order to make sure we keep up the service
0:21:39 > 0:21:40that we're already giving.
0:21:40 > 0:21:42It's a stalemate.
0:21:42 > 0:21:45It's like dealing with two squabbling kids.
0:21:45 > 0:21:46I think one misses one point,
0:21:46 > 0:21:50and Ian definitely misses the arguments of customer satisfaction,
0:21:50 > 0:21:53which ultimately is where you've got to be when you're a retailer.
0:21:53 > 0:21:57To find out who's right, Chris is going to run an experiment.
0:21:57 > 0:21:59We've increased the staffing for stores
0:21:59 > 0:22:01and we'll see what the results are.
0:22:01 > 0:22:06If takings go up, then Ian will have questions to answer,
0:22:06 > 0:22:10and if they don't, then Craig is going to have egg on his face.
0:22:11 > 0:22:15Meanwhile, Poundworld's press release about the £1 bra
0:22:15 > 0:22:17has created quite a stir.
0:22:20 > 0:22:23Have you seen all of this about the bra, Daniel?
0:22:23 > 0:22:25Mail, Metro, Express.
0:22:25 > 0:22:28Facebook, it's on our social media feed, on Twitter...
0:22:28 > 0:22:31That one's New York Daily News. HE LAUGHS
0:22:33 > 0:22:36"At just £1, it's the world's cheapest bra,
0:22:36 > 0:22:38"but is it a girl's breast friend?"
0:22:38 > 0:22:41The Sun has tested it against the competition,
0:22:41 > 0:22:43using a trampoline.
0:22:43 > 0:22:45HE LAUGHS
0:22:45 > 0:22:47I can see sacks of spuds going everywhere!
0:22:47 > 0:22:52Here are our verdicts - Matalan, 4 out of 5 for style,
0:22:52 > 0:22:544 for comfort and 4 for support.
0:22:54 > 0:22:58And ours, style for 2,
0:22:58 > 0:23:00comfort, which is the main thing, for 5,
0:23:00 > 0:23:02but support, she only gave it 2.5.
0:23:02 > 0:23:05Right, but that's only one person, though, isn't it?
0:23:05 > 0:23:07It's not a ringing endorsement,
0:23:07 > 0:23:09but the publicity works wonders.
0:23:09 > 0:23:12- It's really cheap. - It's marvellous, that!
0:23:12 > 0:23:14A pound! Ohhh!
0:23:16 > 0:23:17I'm not that big, am I?
0:23:17 > 0:23:20And I should think that unless you want to measure me up for one,
0:23:20 > 0:23:22then I'll be a medium.
0:23:22 > 0:23:24I'll have to warm me hands first, love!
0:23:26 > 0:23:30In just ten days, 100,000 bras are snapped up.
0:23:34 > 0:23:37What's that - is somebody else stepping on our toes?
0:23:37 > 0:23:39We've got ASDA, we've got Tesco,
0:23:39 > 0:23:41now we've got a fairground, everything's a pound.
0:23:41 > 0:23:45I mean, what's...where are we going with all this, when does it end!?
0:23:45 > 0:23:48Three chances of winning for just £1.
0:23:48 > 0:23:50With the bras selling so well,
0:23:50 > 0:23:53there's time to relax and visit relatives.
0:23:53 > 0:23:55Ohhh!
0:24:00 > 0:24:02Oh, what a shot.
0:24:03 > 0:24:05All right, Herbert, how are you doing?
0:24:05 > 0:24:07- This used to be Herbert the Sherbet. - That's right, aye.
0:24:09 > 0:24:12Well, you look at home anyway. You look like you belong there.
0:24:12 > 0:24:14It's better than sitting in the office!
0:24:16 > 0:24:18Do you feel as though you miss anything?
0:24:18 > 0:24:22Well, as soon as I walked through the door, I knew I was at home.
0:24:24 > 0:24:26It's a wonderful history to have.
0:24:26 > 0:24:29- This is me.- Yeah.- This is me.
0:24:32 > 0:24:35But thoughts of work are never far away.
0:24:35 > 0:24:38Every day, every single day, every minute I'm concentrating
0:24:38 > 0:24:42on wage bills, shoplifting, rent, rates, everything.
0:24:42 > 0:24:45You've got a lot of people's livelihoods depending on you
0:24:45 > 0:24:48getting it right and that is a pressure, without a doubt.
0:24:48 > 0:24:52In this business, there's always a problem around the corner.
0:24:53 > 0:24:56The latest is with the bra.
0:24:56 > 0:24:57- Hello.- Hiya.
0:24:57 > 0:25:01Just wondering when those fabulous bras are going to come in?
0:25:01 > 0:25:03I can only apologise. They just flew off the shelves.
0:25:03 > 0:25:05Have we got any more of those bras in?
0:25:05 > 0:25:08I think you'd have more chance of finding
0:25:08 > 0:25:10a virgin in a maternity ward than these bras coming in.
0:25:10 > 0:25:15The supply of bras has mysteriously dried up.
0:25:15 > 0:25:18Well, it was our breast seller, and now we haven't got it in again.
0:25:18 > 0:25:20I just don't know what to do.
0:25:20 > 0:25:22Somebody's made a big boob somewhere,
0:25:22 > 0:25:24but at least it's not me being a right tit,
0:25:24 > 0:25:27because I've tried to order them, so I don't know what more to do.
0:25:27 > 0:25:30I really don't, mate. It just frustrates me.
0:25:33 > 0:25:35Quick question for you - where are all the bras?
0:25:35 > 0:25:37They're still in customs in China.
0:25:37 > 0:25:39Christ. And how long is it going to take?
0:25:39 > 0:25:42Well, they're hopefully a week.
0:25:42 > 0:25:43Right.
0:25:43 > 0:25:46Well, obviously, it's an important and serious thing for Chris,
0:25:46 > 0:25:48because they're all over the papers and stuff,
0:25:48 > 0:25:51and people go to the shops and there isn't any,
0:25:51 > 0:25:53and people just think you're lying.
0:25:53 > 0:25:56He just wants to get them in to get them back out to the shops
0:25:56 > 0:25:59and restore that bit of confidence for the customers,
0:25:59 > 0:26:02and he won't look so foolish.
0:26:03 > 0:26:07Ian and Craig's battle over staff cuts is coming to a head.
0:26:07 > 0:26:09So Ian's just come in and said how wrong he was
0:26:09 > 0:26:11where the wages are concerned.
0:26:14 > 0:26:17To see if Ian's cuts are causing a drop in sales,
0:26:17 > 0:26:20Chris has employed more staff in a few shops
0:26:20 > 0:26:23to find out if takings go up.
0:26:23 > 0:26:26What's happened over the last three or four weeks, I think,
0:26:26 > 0:26:32where we've put extra staff, the takings haven't moved very far,
0:26:32 > 0:26:36so maybe the answer isn't increase staff,
0:26:36 > 0:26:38it's better management of the rota.
0:26:38 > 0:26:43That'll ensure more staff can deal with the queues at busy times.
0:26:43 > 0:26:46Ian's won, but we'll come back at it.
0:26:46 > 0:26:48Well, round one to you, then.
0:26:48 > 0:26:50OK, great.
0:26:50 > 0:26:54Go on, take your smug-looking face back in your office.
0:26:54 > 0:26:58It's very disappointing that I've lost to Ian.
0:26:58 > 0:27:01That is very, very disappointing.
0:27:01 > 0:27:03But we'll just have to keep monitoring it.
0:27:03 > 0:27:05That's all we can do.
0:27:05 > 0:27:08You know, it's a huge sum of money that we've saved,
0:27:08 > 0:27:11and I'm not prepared to let that spend go up again
0:27:11 > 0:27:14without good reason.
0:27:19 > 0:27:24In Burnley, the long awaited bras are back in stock.
0:27:24 > 0:27:26They'll be straight out.
0:27:26 > 0:27:28Coming though with the breast seller!
0:27:28 > 0:27:29Thank you very much.
0:27:29 > 0:27:33Chris says customers bought 700,000 bras over the summer...
0:27:33 > 0:27:35- Are you stocking up? - THEY LAUGH
0:27:35 > 0:27:39..and that it helped increase sales of other products,
0:27:39 > 0:27:42bringing takings up by 5%.
0:27:42 > 0:27:46But the bra's success hasn't gone unnoticed.
0:27:46 > 0:27:50Poundland's already threatening to spoil the party.
0:27:50 > 0:27:53Oh, what's this? Have they got some new bras?
0:27:53 > 0:27:56Yeah, that's what Poundland's doing.
0:27:56 > 0:27:59Well, it's far better for them to be copying you.
0:27:59 > 0:28:03- We lead, others follow. - Yeah. Allegedly.
0:28:03 > 0:28:06To the next line, and the next item, and the battle goes on.
0:28:11 > 0:28:13Next time:
0:28:13 > 0:28:16Ian's got himself into a spot of bother.
0:28:16 > 0:28:18So how are we going to get this stock out?
0:28:18 > 0:28:19We haven't got anybody in tomorrow.
0:28:19 > 0:28:21Probably gone overkill, but...
0:28:23 > 0:28:26And Buzz and Kevin become Big Brother.
0:28:26 > 0:28:27There he goes!
0:28:27 > 0:28:30We'll probably catch everybody. He's got to be a prime culprit.
0:28:33 > 0:28:34Well, he's massive, isn't he?