0:00:01 > 0:00:07Family businesses make up a quarter of the British economy and employ nearly ten million people.
0:00:07 > 0:00:12But 1,000 small firms are going bust every single month.
0:00:12 > 0:00:15- Sorry.- This business is on a knife edge.
0:00:15 > 0:00:18At some point, we're going to have to call it a day.
0:00:18 > 0:00:20For God's sake, do something.
0:00:20 > 0:00:22For family firms, it's not just profits,
0:00:22 > 0:00:25but relationships on the line.
0:00:25 > 0:00:2750 thousand pounds now, and you'll never see me again.
0:00:27 > 0:00:30I don't know if it's ever going to get better.
0:00:30 > 0:00:34You must see some hope, otherwise let's not bother with this.
0:00:34 > 0:00:36I'm Alex Polizzi.
0:00:37 > 0:00:42I grew up in a family business that expanded from one small cafe
0:00:42 > 0:00:45to become an empire worth billions.
0:00:45 > 0:00:47Now I'm trying to bring six family firms...
0:00:47 > 0:00:49ALL: Hello.
0:00:49 > 0:00:50..back from the brink.
0:00:50 > 0:00:52This is a business.
0:00:52 > 0:00:54You're ruining your health, your family life.
0:00:54 > 0:00:58He's just used to getting his own way. And I'm used to getting mine.
0:00:58 > 0:01:02This week, the battle lines are drawn...
0:01:02 > 0:01:04Downstairs looks like an old people's home.
0:01:04 > 0:01:05Them three are against me.
0:01:05 > 0:01:08..as a father and son go head-to-head...
0:01:08 > 0:01:11We're different, and what's wrong with being different?
0:01:11 > 0:01:14I'd rather see that cabinet bare than a load of shite in it.
0:01:14 > 0:01:16..in a fight for the future of the firm.
0:01:16 > 0:01:19- Open your eyes. - He doesn't want to change.
0:01:19 > 0:01:24- Who is going to take this overall responsibility?- I could quite happily not come in tomorrow.
0:01:28 > 0:01:32I'm heading to a struggling family run furniture store near Leeds.
0:01:32 > 0:01:36The furniture business is going through a dramatic decline.
0:01:36 > 0:01:38This has been a terrible year so far.
0:01:38 > 0:01:40Not only are lots of businesses downsizing,
0:01:40 > 0:01:43but quite a few have gone out of business entirely.
0:01:43 > 0:01:48In the last 12 months, there's been a 20% increase in furniture businesses going bust.
0:01:48 > 0:01:52Even household name Habitat closed 30 stores across the country.
0:01:52 > 0:01:55I would certainly say that people think in a recession
0:01:55 > 0:02:00much more carefully about spending money on big ticket items.
0:02:00 > 0:02:05And maybe this has something to do with the terrible downturn in this particular industry.
0:02:06 > 0:02:10In the current climate, furniture stores need to be flexible,
0:02:10 > 0:02:13fashionable and ready to move with the times.
0:02:13 > 0:02:16- PHONE RINGS - Good afternoon, Kettley's.
0:02:25 > 0:02:28When you're laid back like that, you'll have to have him as your manservant.
0:02:28 > 0:02:30Pardon?
0:02:30 > 0:02:32Kettley's is... was a traditional shop.
0:02:32 > 0:02:34It still is a traditional shop.
0:02:34 > 0:02:37- Madrid?- No, it was nutmeg.
0:02:37 > 0:02:39- Madrid nutmeg, yeah. - That's right, yes. Yeah.
0:02:39 > 0:02:44Customers are probably 50-plus looking for traditional furniture,
0:02:44 > 0:02:50old-style traditional furniture, from an old-style traditional furnishers like ourselves.
0:02:50 > 0:02:53John Butler is the king of Kettley's.
0:02:53 > 0:02:57So what you do here is you sit in the recliner,
0:02:57 > 0:03:00and then, of course, there's the lever on the side here,
0:03:00 > 0:03:05pull the lever and the footrest comes out. Fantastic. Good for circulation.
0:03:05 > 0:03:08But John's kingdom is in trouble.
0:03:12 > 0:03:17Profits have been falling year on year, and last year they nosedived.
0:03:17 > 0:03:22We're not falling over ourself with the customers. It's hard to get them in at the moment.
0:03:22 > 0:03:24But John refuses to modernise.
0:03:24 > 0:03:27It's pretty good for a furniture shop, is this, isn't it?
0:03:27 > 0:03:31If you didn't have any ornaments displayed on any of your furniture, it would look bland.
0:03:31 > 0:03:34And it's causing ructions with the younger partners,
0:03:34 > 0:03:39John's nephew, Andrew, his niece, Nicola...
0:03:39 > 0:03:42I don't think a lot of people would want to work with a family.
0:03:42 > 0:03:45I can't say we don't fall out because we do fall out.
0:03:45 > 0:03:50..and his son David, who hoped to take this business into the future.
0:03:50 > 0:03:51OK, Mrs Robertshaw.
0:03:51 > 0:03:53We do need to communicate better, yeah.
0:03:53 > 0:03:56There's too much talk and not enough action.
0:03:58 > 0:04:00It is a family business,
0:04:00 > 0:04:02but I personally... I don't think it works.
0:04:02 > 0:04:06From 2009 onwards, it just got quieter and quieter and quieter.
0:04:09 > 0:04:11The last three years have been down every year.
0:04:11 > 0:04:15Traditional businesses like ours are going to the wall, so we need to move with the times,
0:04:15 > 0:04:18and I think we aren't moving with the times as much as we could.
0:04:18 > 0:04:21I've got ten weeks to try to turn the tables
0:04:21 > 0:04:25and secure this family business for the next generation.
0:04:25 > 0:04:28So there'll be no time for pleasantries.
0:04:28 > 0:04:34Because me dad's been here the longest, he's the one who's going to be probably most offended
0:04:34 > 0:04:37if she's anything negative to say.
0:04:37 > 0:04:42I hope she isn't too harsh on us, because obviously I don't want her ripping the place apart.
0:04:42 > 0:04:45I don't think that it's all that bad, personally.
0:04:47 > 0:04:52Mmm. I can't say I'm overwhelmed as a first impression.
0:04:52 > 0:04:56There's a lot of window and a lot of furniture, but no window display,
0:04:56 > 0:05:03and there is a very strange collection of "objets" in the window that don't really go together.
0:05:07 > 0:05:11And there is some pretty unattractive signage.
0:05:15 > 0:05:17- Hello.- Hello.
0:05:17 > 0:05:20- I'm Alex. - Pleased to meet you. My name's John.
0:05:20 > 0:05:22How are you?
0:05:22 > 0:05:23Very nice to meet you.
0:05:23 > 0:05:26- Had a good journey? - Yes, thank you very much.
0:05:26 > 0:05:28- Pleased to meet you. - Very glad to be here.
0:05:30 > 0:05:34How glad I'll stay depends literally on what's in store.
0:05:34 > 0:05:36Right, well, to action.
0:05:40 > 0:05:41Gosh.
0:05:43 > 0:05:46Well, John Lewis this ain't.
0:05:48 > 0:05:55It does surprise me already that there's no attempt at all to kind of up-sell.
0:05:55 > 0:05:58So there's not one bed that's made up,
0:05:58 > 0:06:01there's nothing that suggests a bedroom set,
0:06:01 > 0:06:05ie, beds with tables either side, with bedside lights...
0:06:05 > 0:06:09um, with really anything to make this area appealing.
0:06:09 > 0:06:11I mean, this is like a warehouse.
0:06:11 > 0:06:14Online shopping may be big,
0:06:14 > 0:06:16but most of us prefer to buy furniture in a shop,
0:06:16 > 0:06:18so first impressions matter.
0:06:21 > 0:06:23Oh, my goodness, gracious me.
0:06:24 > 0:06:28The overwhelming impression is just acres of beige.
0:06:28 > 0:06:30It just keeps on getting uglier.
0:06:32 > 0:06:35Honestly, you don't see many shops like this any more.
0:06:35 > 0:06:37It's a kind of museum piece.
0:06:40 > 0:06:43We're going to have to make this stock appealing,
0:06:43 > 0:06:48and getting rid of the stuff that's sat on it is a good place to start.
0:06:51 > 0:06:55I don't know quite what to say about that except I never want it in my house.
0:06:55 > 0:07:00Why is Betty Boop on that table next to lots of silk flowers?
0:07:00 > 0:07:02Every woman needs a meerkat.
0:07:05 > 0:07:08Ah, it's making me very nervous.
0:07:08 > 0:07:12On top and bottom of it, when you get ornaments on a cabinet
0:07:12 > 0:07:16and you get it displayed, it looks more homely, doesn't it?
0:07:17 > 0:07:23This shop looks as if it was put together by someone who has lost their mind.
0:07:24 > 0:07:27Everybody's tastes aren't the same, are they?
0:07:27 > 0:07:32All this tat is just distracting the eye from what the customer should be focused on,
0:07:32 > 0:07:37the big ticket purchases that account for over 90% of their turnover.
0:07:39 > 0:07:41Kettley's is stuck in a time warp.
0:07:43 > 0:07:46- ..some of these... - Hello.- Hello.- Hiya.
0:07:46 > 0:07:51- Oh, my gosh. This is it, is it? This is the only office you have? - The only office, yeah.
0:07:51 > 0:07:53Apart from the rest of the shop, of course.
0:07:53 > 0:07:56- Yes, of which there's a lot. - There is.
0:07:56 > 0:08:00You've got an awful lot of ranges here, an awful lot of stock.
0:08:00 > 0:08:03You know, it all merges in. It's all a bit beige.
0:08:03 > 0:08:05It's all a bit boring, frankly.
0:08:05 > 0:08:10I would struggle to find one thing that I wanted to buy in here, and I don't say that to be hurtful.
0:08:10 > 0:08:12I just say that as a matter of fact.
0:08:12 > 0:08:14Downstairs looks like an old people's home.
0:08:14 > 0:08:18Maybe we should try and aim at a slightly younger demographic.
0:08:18 > 0:08:20Widen your customer base.
0:08:22 > 0:08:25I think we've got a specialist market for the chairs.
0:08:25 > 0:08:27What, a younger generation, you mean?
0:08:27 > 0:08:29Well, don't look so horrified.
0:08:30 > 0:08:33I agree that, er, a lot of people come into the shop
0:08:33 > 0:08:37not realising that we've got a lot more, you know, suites on display.
0:08:37 > 0:08:39They just think it's old-fashioned chairs.
0:08:39 > 0:08:41I've analysed the demographics of this area,
0:08:41 > 0:08:45and there's a lot more people under 50 than there are over 50.
0:08:45 > 0:08:48- The shop does... - We do get younger people in here.
0:08:48 > 0:08:50- They walk back out straight away. - No, they don't.
0:08:50 > 0:08:55- They do. I've been told by people... - People with back problems and things like this come here.
0:08:55 > 0:08:57I don't understand what's so inimical to you
0:08:57 > 0:09:01that you can't handle the idea that you might have some stuff in here
0:09:01 > 0:09:04that might be more attractive to a 30-year-old.
0:09:04 > 0:09:09And whether actually the only person that you're looking to service is people who are 50 and over.
0:09:09 > 0:09:14Why would you not want customers come in here of any age and find something that they want to buy?
0:09:14 > 0:09:15You know, open your eyes.
0:09:15 > 0:09:18This is what's happening to the world,
0:09:18 > 0:09:23that you have to do a lot more different things to keep on trying to even maintain your market share.
0:09:25 > 0:09:30Buying furniture is often driven by moving house or redecorating,
0:09:30 > 0:09:34which is why the under-50s account for the bigger slice of the market.
0:09:34 > 0:09:36By being so focused on pensioners,
0:09:36 > 0:09:40I think this place is missing a massive trick,
0:09:40 > 0:09:44but after 33 years in charge, I'm not convinced John wants to change.
0:09:47 > 0:09:50I can't see my dad ever retiring.
0:09:50 > 0:09:54If I take a step down, who is going to take this overall responsibility?
0:09:54 > 0:09:59Cos me dad's been here that long, he's probably a bit too set in his ways.
0:09:59 > 0:10:01He doesn't want to change.
0:10:01 > 0:10:05To stand any chance of turning this business around,
0:10:05 > 0:10:12I'll need to persuade John to take a step back and trust the younger team, particularly his son.
0:10:12 > 0:10:16Do you find it hard working for the family, working for your dad? Do you butt heads?
0:10:16 > 0:10:18I do find it hard sometimes.
0:10:18 > 0:10:23I asked my dad if he wanted me working here, and he never give me an answer, yes or no.
0:10:23 > 0:10:27- It's hard working with your family. - Yeah, I've done it all my life, I know.
0:10:28 > 0:10:30I worked with my mother for years.
0:10:30 > 0:10:34I know first hand that earning the respect of your parent at work is tough.
0:10:34 > 0:10:40Fathers and sons do fall out. They do have their spats, probably a lot more than me and Nicola.
0:10:40 > 0:10:43We don't argue at all. But yeah, they do have their spats.
0:10:45 > 0:10:51There's some days I'll come into work and me and me dad won't talk to each other at all.
0:10:51 > 0:10:54We're not close, you know.
0:10:54 > 0:10:57We're not like this kissy-kissy, huggy-huggy type of thing,
0:10:57 > 0:11:01but our family has never really been like that, no.
0:11:01 > 0:11:03We shake hands, things like that.
0:11:03 > 0:11:07If he really wants David to stay in the business and if he wants it to stay another generation,
0:11:07 > 0:11:10then he's going to have to give David a little bit of rope.
0:11:10 > 0:11:14It is the most hurtful thing in the world
0:11:14 > 0:11:18when your parent is what you perceive to be unfair to you.
0:11:18 > 0:11:20It's bad enough in normal life.
0:11:20 > 0:11:23When that's in your workplace, it's virtually unbearable.
0:11:23 > 0:11:27You know, my mother is the person I look up to most in the world,
0:11:27 > 0:11:31but I have fantasised about killing her more than I ever have anyone else.
0:11:31 > 0:11:33Sometimes I've felt like walking out of the shop.
0:11:33 > 0:11:36It's hard, it's hard, it really is.
0:11:36 > 0:11:40So that's that lady, then. It's up on the board, is that delivery, for Thursday.
0:11:40 > 0:11:43David needs to know his father has faith in him,
0:11:43 > 0:11:46but I'm not convinced that he does.
0:11:46 > 0:11:49- Do you like him working for you? - Yeah, I hope I do, yeah.
0:11:49 > 0:11:53- What do you mean, you hope you do? - Well, he's been here long enough!
0:11:53 > 0:11:56That's not saying one thing or t'other. "I hope I do."
0:11:56 > 0:12:02Yeah, obviously there's them little moments in time when you think, cor, I could do without this.
0:12:02 > 0:12:04- Yeah, yeah.- But overall, yeah.
0:12:05 > 0:12:08This is no laughing matter, however.
0:12:08 > 0:12:11A divided and demoralised team will never be able to take the firm forward.
0:12:12 > 0:12:16I'm going to have to bring this issue to a head.
0:12:16 > 0:12:19What it seems clear to me, after a day spent with you,
0:12:19 > 0:12:23is that there's some basic areas where there could be improvements.
0:12:23 > 0:12:28The most obvious one, and one that I see a lot in family businesses, is the area of communication.
0:12:28 > 0:12:32Working as a family, and family tensions...
0:12:32 > 0:12:35I know there are occasions when it comes to the surface.
0:12:35 > 0:12:41Do you have anything to say about it? Do you need to clear the air about anything?
0:12:41 > 0:12:43Why are you so quiet?
0:12:43 > 0:12:47- Probably cos me dad doesn't want me to speak.- I'll go if you want.
0:12:47 > 0:12:50Why? What are you talking about?
0:12:50 > 0:12:54You know, when you ask your own father if he want... if he wants you to work with him
0:12:54 > 0:12:57and you don't get an answer yes, it's quite upsetting.
0:12:57 > 0:13:04You know, I asked you, didn't I, on Thursday if you wanted me to work at the shop and you never said yes.
0:13:04 > 0:13:07- So from a son's point of view... - I did say yeah!
0:13:07 > 0:13:10- No, you said, that's totally up to you.- I wouldn't force you to come into the shop.
0:13:10 > 0:13:12It's entirely your decision.
0:13:12 > 0:13:15But that's not the answer I wanted to hear.
0:13:15 > 0:13:18The answer is you do whatever's the best for you.
0:13:18 > 0:13:21If you're feel that I'm too overbearing in that shop
0:13:21 > 0:13:25and you can make your headway somewhere else in life, then that's totally up to you.
0:13:25 > 0:13:28I just want to go home now, to be honest with you.
0:13:28 > 0:13:33- Well, don't start phoning me up when I get home, neither. - I'm not going to phone you.
0:13:38 > 0:13:42That was pretty tense, and I didn't really want to push it.
0:13:42 > 0:13:47I think family dynamics are always quite hard and I should tread on eggshells.
0:13:47 > 0:13:51I think what's important is trying to get them to talk to each other.
0:13:51 > 0:13:54I think David's really being a little bit oversensitive at the moment,
0:13:54 > 0:14:00so I shall have to have a word with him quietly on my own and see if I can resolve anything.
0:14:00 > 0:14:03Everything she said, Alex, you know, is pretty true.
0:14:03 > 0:14:07But, er, I don't think it'll make much difference, really.
0:14:07 > 0:14:12If I were to be totally truthful, I could quite happily not come in tomorrow.
0:14:29 > 0:14:31- Morning.- Morning.
0:14:39 > 0:14:41We've not made the most positive start.
0:14:41 > 0:14:47And last night's painful exchange between father and son is still hanging in the air.
0:14:49 > 0:14:52But we can't afford to get side-tracked.
0:14:52 > 0:14:55There are so many other problems that need attention.
0:14:55 > 0:14:57Starting with the shop layout.
0:14:58 > 0:15:01I thought I would just pop into the supermarket,
0:15:01 > 0:15:04get a few odds and sods to show them how easy it is
0:15:04 > 0:15:08to stop that showroom looking like a warehouse, to dress a few areas.
0:15:11 > 0:15:14Room sets are standard in the furniture industry.
0:15:14 > 0:15:17Every branch of IKEA has 48 of these room displays,
0:15:17 > 0:15:21helping towards sales of over a billion a year.
0:15:21 > 0:15:26I thought we would start the day by trying to do a room set.
0:15:26 > 0:15:28- Right.- What do you think?
0:15:28 > 0:15:30Yeah, very good. I know how it can set out in that room,
0:15:30 > 0:15:33and I've said before it should be a room setting in there.
0:15:33 > 0:15:37You can visualise it then as your living room, can't you?
0:15:39 > 0:15:43Crucially, a room set should promote the furniture you're trying to sell...
0:15:46 > 0:15:49..using soft furnishings sparingly to create an aspirational look.
0:15:49 > 0:15:51I've wanted to do it before,
0:15:51 > 0:15:55but it's motivating them all to do what you want them to do.
0:15:55 > 0:15:57It's all right moving it all out here,
0:15:57 > 0:15:59but we've got to find places for it.
0:15:59 > 0:16:05Nicola and David are happily getting stuck into the room revolution.
0:16:05 > 0:16:08Not everyone is so enthusiastic.
0:16:08 > 0:16:11Oh, get all the young 'uns involved.
0:16:11 > 0:16:13I'll sit in the office taking the phone calls.
0:16:16 > 0:16:20Right, so that's about right there, isn't it?
0:16:23 > 0:16:25- Fantastic!- Yeah.
0:16:28 > 0:16:30Oh, God, here we go.
0:16:30 > 0:16:35Really, it was Nicola's choice of things to go in.
0:16:35 > 0:16:37I think it looks nice.
0:16:37 > 0:16:39I like the way it's set out, you know.
0:16:39 > 0:16:42What do you think to these pillows all over the settees?
0:16:42 > 0:16:44I mean, these specifically in recliners.
0:16:44 > 0:16:48- That really doesn't work, does it, really?- Doesn't it?
0:16:48 > 0:16:50Well, if you're going to sit in that now,
0:16:50 > 0:16:53- you want to try it as a recliner, don't you?- That's easy.
0:16:53 > 0:16:56- I'm thinking about the practical side of it, trying it.- Yeah.
0:16:56 > 0:16:58You have to take that cushion out of there.
0:16:58 > 0:17:02- Can I try this chair now?- Yes, certainly, sir. Please sit down.
0:17:02 > 0:17:05So that's got to be moved, for a start.
0:17:05 > 0:17:08So I'm going to go like this... oops-a-daisy, I've broke me legs.
0:17:08 > 0:17:11You've got two chairs that are exactly the same.
0:17:11 > 0:17:13You don't probably need to try this one.
0:17:13 > 0:17:16Let's move this a bit further bloody away.
0:17:16 > 0:17:18It's not the end of the world. Is it?
0:17:18 > 0:17:21We're looking at it now and pointing at this,
0:17:21 > 0:17:23and people will say "Yeah, it looks lovely."
0:17:23 > 0:17:25But go look at the rest of the shop now.
0:17:25 > 0:17:27That is higgledy-piggledy now.
0:17:27 > 0:17:30- It's a wreck.- I think we should try a bedroom display
0:17:30 > 0:17:31in one of the windows.
0:17:31 > 0:17:34- There isn't enough room. - If you put a metal bedstead
0:17:34 > 0:17:36where you didn't have to back it onto anything,
0:17:36 > 0:17:38you could get a metal bedstead in.
0:17:38 > 0:17:42You're on about putting it onto a wall. I'm on about putting it in the middle.
0:17:45 > 0:17:47Well, you do it.
0:17:47 > 0:17:50I think at the end of the day, you'll end up...you won't gain sales.
0:17:50 > 0:17:53I think you'll lose sales, ultimately.
0:17:53 > 0:17:55Well, we have to try these things, don't we?
0:17:55 > 0:18:02John's resistance to even such minimal change is very alarming.
0:18:02 > 0:18:06I mean, look at this, piled in the window.
0:18:06 > 0:18:08We'll do the bed next in this window here.
0:18:15 > 0:18:17It seems to me
0:18:17 > 0:18:20that John is being purposefully obstructionist.
0:18:20 > 0:18:24He doesn't really want to have a reasonable discussion.
0:18:24 > 0:18:27He just has his point of view,
0:18:27 > 0:18:28and in fact, I do kind of feel
0:18:28 > 0:18:31that if I suddenly said black, he would say white.
0:18:31 > 0:18:36He's used to getting his own way. And I'm used to getting mine, so we'll see.
0:18:36 > 0:18:38It'll be interesting to see what happens.
0:18:38 > 0:18:42I only work here. I've been told to organise all this stuff for Alex.
0:18:42 > 0:18:46- Oh, you must be Alex.- Hello! - Pleased to meet you. My name's John.
0:18:46 > 0:18:50- So nice to meet you, sir. - I thought I owned this place, but apparently not.
0:18:53 > 0:18:55Convincing John may take more time,
0:18:55 > 0:19:00but how Kettley's presents itself to the wider world needs sorting out now.
0:19:00 > 0:19:03One problem they have is in marketing and advertising.
0:19:03 > 0:19:08If I was being polite, I would say that the ads are dated.
0:19:08 > 0:19:11If I was being honest, I'd just say they're awful.
0:19:12 > 0:19:16I'm whisking John off to London in order to get him
0:19:16 > 0:19:18to take a long, hard look at his advertising.
0:19:18 > 0:19:21Nice to see you. Thank you for coming up here.
0:19:21 > 0:19:23Hi, Alex. Thanks for having us.
0:19:23 > 0:19:26I want to explain to you what the point is,
0:19:26 > 0:19:29- which is advertising and marketing. - Right.
0:19:29 > 0:19:32I think it's something one needs professional help with.
0:19:32 > 0:19:36- We need to make sure that it's really effective.- Yeah.
0:19:36 > 0:19:40And that it's really hitting the points that we need to hit.
0:19:40 > 0:19:43'I've arranged for them to get a masterclass
0:19:43 > 0:19:45'from these award-winning ad men,
0:19:45 > 0:19:49'who've worked with Coca-Cola and Sony Ericsson.'
0:19:51 > 0:19:55Ultimately, the main goal is to get more people through their doors,
0:19:55 > 0:19:58- cos actually they're incredibly good sales people.- Yeah.
0:19:58 > 0:20:02And, you know, they've got a very hit rate of conversion
0:20:02 > 0:20:04from just visiting to buying,
0:20:04 > 0:20:06but I need to make sure
0:20:06 > 0:20:12- the marketing they do is very effective so that it actually gets more people there.- Yeah.- Yeah?
0:20:12 > 0:20:15Shall we have a look at the ads, the existing stuff? They're very busy.
0:20:15 > 0:20:18Let's start with the headline, shall we?
0:20:18 > 0:20:21- OK. It's a strong headline, but it's quite negative.- Negative.
0:20:21 > 0:20:26- It means, "Are you sitting comfortably? No? Come to us." - But it's negative from the off.
0:20:26 > 0:20:28It's almost like "No, don't come here!"
0:20:28 > 0:20:33- But then it says, "Then visit Kettley's."- Absolutely, but if you look at the size of this,
0:20:33 > 0:20:36it's pretty much the biggest word in the whole ad.
0:20:36 > 0:20:39- That's a very good point. Negative. - And the red spells danger.
0:20:39 > 0:20:43If we look at the messaging, though, it's very mixed at the moment.
0:20:43 > 0:20:46It's cluttered.
0:20:46 > 0:20:48It just needs to be streamlined.
0:20:48 > 0:20:51'Low footfall is a big problem for the shop.
0:20:51 > 0:20:53'I hope we can reinvent their marketing
0:20:53 > 0:20:55'and draw in a younger crowd
0:20:55 > 0:21:00'without alienating their current clientele.'
0:21:00 > 0:21:04Each one of these balls has a message on it,
0:21:04 > 0:21:06- but you only caught two messages. - Yeah.
0:21:06 > 0:21:10That's just what the people who are reading the adverts
0:21:10 > 0:21:13are experiencing. You're hitting them with so many messages
0:21:13 > 0:21:15that they only catch one.
0:21:17 > 0:21:18It might look a bit silly,
0:21:18 > 0:21:20but I need John and Nicola to realise
0:21:20 > 0:21:22that their ads aren't focused enough.
0:21:22 > 0:21:26The point is that even though people are old,
0:21:26 > 0:21:29they still have taste, they still have discernment,
0:21:29 > 0:21:31they still want something.
0:21:31 > 0:21:33You know, they see the world around them
0:21:33 > 0:21:36and they know that things have changed,
0:21:36 > 0:21:38and I think it has to stay fairly relevant
0:21:38 > 0:21:42to the era that we're in. I'm sorry to be mean,
0:21:42 > 0:21:46but I think this is old-fashioned rather than traditional.
0:21:46 > 0:21:47Right.
0:21:47 > 0:21:52And we really need to try and make it relevant again.
0:21:52 > 0:21:58All they were really doing is backing up what I've already said to the family,
0:21:58 > 0:22:00which is that there are tried and tested rules
0:22:00 > 0:22:03to this kind of stuff, and I don't know why they think
0:22:03 > 0:22:06they can either circumvent them or reinvent the wheel.
0:22:07 > 0:22:11It hasn't changed the way that I feel about it as a business,
0:22:11 > 0:22:15because we are still selling the same products, but I think
0:22:15 > 0:22:18we're not portraying it as it should be to the customer.
0:22:18 > 0:22:21I think it was a very successful morning.
0:22:21 > 0:22:23I'm quite pleased with how it went,
0:22:23 > 0:22:29and I really hope that I've taken John and Nicola back
0:22:29 > 0:22:34some basic principles, which they'll then be able to use.
0:22:39 > 0:22:44One week later, and the green shoots of change are starting to show.
0:22:44 > 0:22:47We'll pick it up from the factory in the morning,
0:22:47 > 0:22:49and we can drop it off for you in the afternoon.
0:22:49 > 0:22:54Unbelievably, John has taken the bold step of designing a room set.
0:22:54 > 0:22:59This is basically what I've done to set this bedroom suite up.
0:22:59 > 0:23:02Yeah, it looks quite nice, actually, doesn't it?
0:23:02 > 0:23:05It's opened this part of the shop up a little bit.
0:23:05 > 0:23:07And it looks lighter, doesn't it?
0:23:07 > 0:23:10Don't you think it looks a lot lighter here than it did before?
0:23:10 > 0:23:14But his way of doing things hasn't been to everyone's liking.
0:23:14 > 0:23:18I was looking forward to doing it, so I was a bit disappointed,
0:23:18 > 0:23:21but he's been here that long, has John, that he thinks
0:23:21 > 0:23:25in most aspects that he does everything better
0:23:25 > 0:23:27than everybody else can do it.
0:23:27 > 0:23:30I don't think this particularly works in this window,
0:23:30 > 0:23:34because these are more modern and this is more traditional.
0:23:42 > 0:23:46Don't like them screws showing on the back of that mirror.
0:23:46 > 0:23:52- You see all them screws on the back? - I'm going to try moving the bed at a different angle as well.
0:23:52 > 0:23:55You really think that that bed looks better like that?
0:23:55 > 0:23:58I thought it looked better square on, to be honest with you.
0:23:58 > 0:24:03We're supposed to set bedroom settings to look like they're in a bedroom, but you don't have drawers
0:24:03 > 0:24:05where you can't pull your drawers out.
0:24:05 > 0:24:08- Well, I can always move that into the front...- Round one!
0:24:08 > 0:24:12I can move that into the window if necessary. That's immaterial at this point.
0:24:12 > 0:24:16- It doesn't look right. - Well, we'll see when it's finished.
0:24:16 > 0:24:18I didn't criticise your window.
0:24:18 > 0:24:20Cos it were all right when it was set out.
0:24:20 > 0:24:22It was all the wrong stuff.
0:24:22 > 0:24:25You would not put a stool like you had,
0:24:25 > 0:24:29a traditional stool with more modern. You put a mirror in that didn't match the drawers.
0:24:29 > 0:24:33You wouldn't have a lamp like the one you had in the bedroom,
0:24:33 > 0:24:35and you certainly wouldn't have an ornate chair like that
0:24:35 > 0:24:37with all the more modern stuff.
0:24:37 > 0:24:42Now you see why we never get any further, don't you?
0:24:46 > 0:24:48Cos we don't agree on anything.
0:24:53 > 0:24:57John does not like any change, really, and he does not like
0:24:57 > 0:25:01to think that he's losing any control on anything.
0:25:03 > 0:25:06Nicola's room set is better, for the simple reason
0:25:06 > 0:25:11it favours the window and should entice people in.
0:25:11 > 0:25:13What won't bring in customers
0:25:13 > 0:25:16are the acres of tat that date this place.
0:25:16 > 0:25:21I know John is digging his heels in about even the slightest change,
0:25:21 > 0:25:25but I'm back here to banish all of this to the bin once and for all.
0:25:25 > 0:25:29There's a lot of accessories, and there's a plethora of styles.
0:25:29 > 0:25:32Chuck them in the bin or give them to a charity shop.
0:25:32 > 0:25:35I don't mind what you do, I just want them off the floor.
0:25:38 > 0:25:42I'm taking this home to put outside of our pond.
0:25:43 > 0:25:47I can't see anybody buying this.
0:25:47 > 0:25:50- I hate this.- I hate it too.
0:25:53 > 0:25:55Four, five, six.
0:25:55 > 0:25:58I think the poodle's worse than the pig.
0:26:03 > 0:26:06Can't see anybody ever wanting to buy those.
0:26:06 > 0:26:08He's really disturbing.
0:26:08 > 0:26:10Grrrr!
0:26:10 > 0:26:15The majority of these are John's original ornaments from home.
0:26:17 > 0:26:20I think we've done really well, and you did it so easily
0:26:20 > 0:26:22because actually, lots of this stuff
0:26:22 > 0:26:25has clearly been hanging about and none of you liked it.
0:26:25 > 0:26:30I don't think you need masses covering every surface.
0:26:30 > 0:26:32I think it looks nice. You want to hero
0:26:32 > 0:26:34all your furniture, you want to add value.
0:26:34 > 0:26:37All these kind of knick-knacky bits
0:26:37 > 0:26:39make you look a lot more downmarket than you are.
0:26:39 > 0:26:41You've got good quality stuff.
0:26:41 > 0:26:47That whole tableful of those repulsive ornaments
0:26:47 > 0:26:50does look like the death row, the last resting place
0:26:50 > 0:26:54for every unattractive ornament in England.
0:26:54 > 0:26:56Come here if you abandon all hope elsewhere.
0:26:56 > 0:26:59It does look like shit, though, doesn't it?
0:26:59 > 0:27:03It's the sort of thing you'd see at the car-boot. I wouldn't buy any of that,
0:27:03 > 0:27:05and I can't see any other customer
0:27:05 > 0:27:08wanting to buy most of that stuff there.
0:27:08 > 0:27:11Fab day. I feel as if I'm really getting somewhere,
0:27:11 > 0:27:14but I'm worried that the moment I turn my back
0:27:14 > 0:27:18and take two paces towards my car, John is going to turn
0:27:18 > 0:27:22into the impossible, obstinate man that he's been until now.
0:27:24 > 0:27:28But the coup at Kettley's is gathering pace as David starts to stand his ground.
0:27:28 > 0:27:31Nicola and Andy are the same. They've wanted to get rid of things
0:27:31 > 0:27:34in the shop, but you've stopped people from doing that.
0:27:34 > 0:27:38This is what everybody's saying.
0:27:38 > 0:27:40Because I always thought that, like,
0:27:40 > 0:27:43that cabinet now where it is illuminated,
0:27:43 > 0:27:46that one item looks like a solitary item in there now.
0:27:46 > 0:27:51- You could put something else in it. - It's better.- With one piece?- Yeah.
0:27:51 > 0:27:55That is a cabinet to display, you know, attractive pieces.
0:27:55 > 0:27:59That piece in that cabinet is not an attractive piece.
0:27:59 > 0:28:04- I'd rather see that cabinet bare than a load of shite in it. - Not everybody's tastes are the same.
0:28:08 > 0:28:10We may be making some progress,
0:28:10 > 0:28:15but the time has come for a radical overhaul. So I'm bringing in a big gun.
0:28:15 > 0:28:20Karl McKeever is a retail designer who has worked with the best
0:28:20 > 0:28:23British high street brands. We're hatching a master plan.
0:28:23 > 0:28:26I do hope that Karl doesn't just walk in
0:28:26 > 0:28:27and throw up his hands in horror
0:28:27 > 0:28:30and say, "I just can't do this," and walk away.
0:28:30 > 0:28:33I want all three floors revamped, and I need him
0:28:33 > 0:28:36to see the enormity of the problem for himself.
0:28:36 > 0:28:40I am absolutely convinced that what Kettley's really needs
0:28:40 > 0:28:42is a reorganisation of the shop floors.
0:28:42 > 0:28:45I need someone with the courage of their convictions
0:28:45 > 0:28:49sufficient that he's going to bulldoze through John.
0:28:49 > 0:28:52Normally when we're working with businesses, people say,
0:28:52 > 0:28:55"We don't want revolution," and we'd reassure them
0:28:55 > 0:28:58by saying, actually, we need evolution. Actually, to be honest,
0:28:58 > 0:29:00I think you DO need a revolution.
0:29:00 > 0:29:04Well, I'm ready for change, a little bit, yeah.
0:29:04 > 0:29:08I think it's something that we're all quite willing to see
0:29:08 > 0:29:11how it goes and progresses and we've got to give it a try, really, yes.
0:29:11 > 0:29:13I agree with Nicola and Andy
0:29:13 > 0:29:16that I'm always up for change, you know, I'll try anything once.
0:29:20 > 0:29:23We're different from anybody else, and what's wrong with that?
0:29:23 > 0:29:25People come in and they say, "This is different,
0:29:25 > 0:29:28"this is a different kind of shop, this is what we like."
0:29:28 > 0:29:30That's my opinion of it, and I'll walk away
0:29:30 > 0:29:32and I'll hold my hands up and say, well...
0:29:32 > 0:29:36For me, John, having a point of difference is really important.
0:29:36 > 0:29:38It's one of the things we need to achieve.
0:29:38 > 0:29:43But having difference means, actually, it's also got to be successful.
0:29:43 > 0:29:46Change has got to be something good for us
0:29:46 > 0:29:47and we've got to give it a go.
0:29:47 > 0:29:50I can't see that there's that much wrong with it
0:29:50 > 0:29:52apart from a few changes.
0:29:52 > 0:29:58What me, Nicola and David are saying is that all we can do is try these ideas.
0:30:01 > 0:30:04What can I do? I'm out...I'm out... I'm out-voted, aren't I?
0:30:04 > 0:30:08I mean, what can I say? It's been successful for me.
0:30:08 > 0:30:10I'm getting to the end of my tether,
0:30:10 > 0:30:15where I should be thinking about retiring, not starting a new era.
0:30:15 > 0:30:19John may not see it, but by clinging to the past,
0:30:19 > 0:30:23he is damaging the future for his son and the others.
0:30:25 > 0:30:28I have no hard feelings with John at all.
0:30:28 > 0:30:30I think he's a decent man
0:30:30 > 0:30:33and he's brought the business this far, really.
0:30:33 > 0:30:36Um, and I do really understand how hard it is
0:30:36 > 0:30:40when you have been in control for so long,
0:30:40 > 0:30:44that releasing the reins is just... it's very hard to do.
0:30:44 > 0:30:48Change doesn't come easily. Revolutions don't happen overnight.
0:30:48 > 0:30:50Them three are against me.
0:30:50 > 0:30:52So if I go that and I don't let them do it,
0:30:52 > 0:30:55then they're going to resent me for the rest of me life, aren't they?
0:30:55 > 0:30:57'A few weeks ago, me and me dad, you know,
0:30:57 > 0:31:00'had our arguments and we had our ups and downs.'
0:31:00 > 0:31:03To be honest with you, I'm feeling a little bit -
0:31:03 > 0:31:08oh, just a little bit sorry - for me dad at the moment.
0:31:09 > 0:31:11He's got to go with it, hasn't he?
0:31:11 > 0:31:14If it's three against one, it's not like he said,
0:31:14 > 0:31:17he hasn't really got a lot of choice, has he?
0:31:17 > 0:31:19So hopefully we'll all be able to prove him wrong,
0:31:19 > 0:31:21because God help us if we can't.
0:31:34 > 0:31:36This feels like a tipping point.
0:31:36 > 0:31:40To stop us losing the momentum, I'm heading back to Leeds.
0:31:42 > 0:31:45I need John to see that we're fighting for the future of the business.
0:31:48 > 0:31:51I suppose my greatest fear, and my greatest frustration,
0:31:51 > 0:31:54is that they'll have this opportunity and blow it!
0:31:55 > 0:31:59Really and truly, I am so frustrated at this point, I could scream.
0:32:01 > 0:32:04- How's everything with your dad? - I have been at the end of my tether,
0:32:04 > 0:32:07along with everybody else, in, you know,
0:32:07 > 0:32:10that we do want certain changes to happen, you know,
0:32:10 > 0:32:12we're keen, we're looking forward to it
0:32:12 > 0:32:15but there is somebody holding us back, you know,
0:32:15 > 0:32:17and that person needs convincing the most.
0:32:17 > 0:32:21- I'm absolutely sure that it's going to come good. I promise you.- Yeah.
0:32:21 > 0:32:23It has to be given a chance, yeah?
0:32:23 > 0:32:24Yeah.
0:32:27 > 0:32:28OK.
0:32:28 > 0:32:32In a month's time, I want decorators on site,
0:32:32 > 0:32:35remodelling this shop in advance of a noisy relaunch.
0:32:35 > 0:32:37But I need John on side.
0:32:37 > 0:32:39It's time to confront him about it.
0:32:39 > 0:32:41It is important to me that you understand
0:32:41 > 0:32:43I am completely on the side of this business,
0:32:43 > 0:32:46and it's just that there's the young ones in this business
0:32:46 > 0:32:50- who would love to see things change a bit, I believe.- Right.
0:32:50 > 0:32:53And who suggest to me
0:32:53 > 0:32:55that it's really you dragging your heels.
0:32:55 > 0:32:59There are certain aspects of it that I totally don't agree with.
0:32:59 > 0:33:04This is a very concrete way of getting the younger ones involved.
0:33:04 > 0:33:07- Right.- Yeah? And of getting them excited about changes.
0:33:07 > 0:33:13So maybe this... What you should do is send me away for two weeks
0:33:13 > 0:33:15and I'll come back and tell you if I like it.
0:33:15 > 0:33:17Fine. Absolutely fine.
0:33:17 > 0:33:21- You're serious about this, aren't you?- I am, I am.
0:33:21 > 0:33:23Oh, all right, then.
0:33:25 > 0:33:27I really will ship John off if I have to.
0:33:27 > 0:33:31I don't want him standing in the way of my plans for this place.
0:33:31 > 0:33:34But for now, there's a more pressing problem.
0:33:34 > 0:33:39I'm not sure the family have done anything to entice younger customers in.
0:33:39 > 0:33:42Over half the people living near the shop are under 60,
0:33:42 > 0:33:47but I can't believe any of them shop here, and that has to change.
0:33:47 > 0:33:49How is the marketing, advertising?
0:33:49 > 0:33:52Have you worked on a new campaign or a new...?
0:33:52 > 0:33:55Yeah, well, I've given the ideas that were given to me
0:33:55 > 0:33:57when we went to London, to our advertisers.
0:33:57 > 0:34:01Well, "Comfort." Good. So you're starting with a positive.
0:34:01 > 0:34:02Yeah.
0:34:02 > 0:34:07So lots of it is very nice. This is still slightly uninspiring.
0:34:07 > 0:34:09Hopefully, I'll be able to help you with that.
0:34:09 > 0:34:13I was thinking - I don't know how you feel about it -
0:34:13 > 0:34:16that we would go and do a shoot of our own.
0:34:16 > 0:34:20Do a shoot that's styled with pieces of furniture from the shop.
0:34:20 > 0:34:21When you start doing this,
0:34:21 > 0:34:24and you start doing it on a bigger scale every week and every month,
0:34:24 > 0:34:27then these room set shoots are going to cost money, aren't they?
0:34:27 > 0:34:31You spend money at the moment, for God's sake. Don't pretend you don't.
0:34:31 > 0:34:34You spend 9% of your turnover on marketing, which isn't effective.
0:34:34 > 0:34:37You could put the brakes on this in 100 different ways,
0:34:37 > 0:34:40but instead of doing that, why don't you just find some furniture
0:34:40 > 0:34:43that you'd like to be photographed professionally? Yeah?
0:34:43 > 0:34:45So I'm going to leave it up to you
0:34:45 > 0:34:50to decide what you think represents what you do here.
0:34:51 > 0:34:56But as well as my restyle, I need to carry on my marketing mission.
0:34:56 > 0:35:00For this to work, the family needs to find entire room sets
0:35:00 > 0:35:02that are inspiring, not expiring.
0:35:02 > 0:35:05I don't think they do understand how dated their image is
0:35:05 > 0:35:08and how important it is to have a current image.
0:35:08 > 0:35:12I don't know how they're own advertising has passed muster for so long.
0:35:12 > 0:35:14I really hope that what we're doing this afternoon
0:35:14 > 0:35:18will help them further understand, with my constant refrain,
0:35:18 > 0:35:22that traditional does not need to mean old-fashioned.
0:35:23 > 0:35:25I've taken Nicola and Andrew
0:35:25 > 0:35:29to one of the country's leading interiors photographic studios,
0:35:29 > 0:35:33a company who work with some of Britain's biggest home chains
0:35:33 > 0:35:37to create photos that sell you a lifestyle.
0:35:37 > 0:35:40I'm hoping that with the furniture the family have brought,
0:35:40 > 0:35:42and the set designers, we're going to end up
0:35:42 > 0:35:45with a really powerful and attractive image.
0:35:45 > 0:35:51I'm hoping that instead of the standard "woman being pushed out of her recliner chair",
0:35:51 > 0:35:54that we'll have something that might tempt you into the shop.
0:35:55 > 0:35:58I think to market well, you have to have a few good images.
0:35:58 > 0:36:01At the moment, they're using generic images,
0:36:01 > 0:36:04and it's time they did something representative of their shop,
0:36:04 > 0:36:07and then hopefully we will end up with an image
0:36:07 > 0:36:10that you feel will take you into the next chapter.
0:36:10 > 0:36:14We know from experience that if you have more than one or two items in the set,
0:36:14 > 0:36:18human nature being as it is, they'll be interested in the whole thing.
0:36:18 > 0:36:22They'll want to buy into the lifestyle that we've created, not just the settee.
0:36:22 > 0:36:25Well, let's start with getting this on set
0:36:25 > 0:36:29- and we'll build round this as a key item.- Right, OK.
0:36:29 > 0:36:31There's a real skill to this.
0:36:31 > 0:36:34On average, we look at print ads for less than three seconds,
0:36:34 > 0:36:38so we need to grab customers' attention with the right image.
0:36:38 > 0:36:41But I just think we need to somehow make it
0:36:41 > 0:36:45so it's appealing to another whole generation of customers.
0:36:45 > 0:36:46It'll start to come to life.
0:36:46 > 0:36:50Once we start to drop images through the background as well,
0:36:50 > 0:36:53it'll start to make it look more realistic.
0:36:53 > 0:36:57- You can see how it's coming together, definitely. - I know, it's amazing.
0:36:57 > 0:37:02And it's amazing how moving something just ten centimetres, two centimetres...
0:37:02 > 0:37:04This all now works really nicely.
0:37:05 > 0:37:09It's a traditional set, traditional piece of furniture,
0:37:09 > 0:37:13but we don't want to be lulled into, "Well, in that case, we'll light it in such a way."
0:37:15 > 0:37:17So what do you think?
0:37:17 > 0:37:18It looks amazing, does that.
0:37:18 > 0:37:21You wouldn't think that was the furniture from our showroom!
0:37:21 > 0:37:23Yeah, it's really, really good.
0:37:23 > 0:37:27Just nice solid, proper...
0:37:27 > 0:37:30Very appealing to a lot of people, I would imagine.
0:37:30 > 0:37:32It's fantastic. I'm absolutely thrilled.
0:37:32 > 0:37:35Really pleased. Thank you.
0:37:35 > 0:37:39It's brought to light to all of us that we can make the shop
0:37:39 > 0:37:42look appealing and stylish, which...
0:37:42 > 0:37:45It's never had the appealing look to it,
0:37:45 > 0:37:48because the shop windows have always looked cluttered.
0:37:48 > 0:37:50I'm starting to understand now that less is more.
0:37:50 > 0:37:54We are devaluing the products by squashing them all in.
0:37:54 > 0:37:59Hopefully, they have learnt the importance of an image,
0:37:59 > 0:38:01how an image sells furniture.
0:38:01 > 0:38:05These pictures will form the basis of a new campaign
0:38:05 > 0:38:11that showcases their furniture in a much more appealing and contemporary way.
0:38:27 > 0:38:29I thought we had an amazing day yesterday
0:38:29 > 0:38:32and I had a really good talk with John.
0:38:32 > 0:38:36I've suggested to him that when we do the makeover of the store,
0:38:36 > 0:38:38that he goes away for a few days.
0:38:38 > 0:38:41I think it will be agony for him otherwise
0:38:41 > 0:38:44and he will be quite difficult for us as well.
0:38:44 > 0:38:48- You'll struggle to get John away. - You'll struggle, definitely.
0:38:48 > 0:38:50Well, I thought that I might sweeten the deal
0:38:50 > 0:38:53by sending him off to my hotel in Devon.
0:38:53 > 0:38:55He's got no excuse, then, has he, really?
0:38:55 > 0:38:57- He's got no excuse.- He'll find one.
0:38:57 > 0:39:01The younger generation have little faith.
0:39:01 > 0:39:03Time to put my offer to John.
0:39:05 > 0:39:10After I saw you last night, I booked a room for you at my hotel in Devon.
0:39:10 > 0:39:12- Oh, right.- On me.
0:39:13 > 0:39:16- I'm sorry, I can't do it.- Why?
0:39:16 > 0:39:19Cos I've got a plumber coming to change me boiler at home.
0:39:19 > 0:39:21I'll let him in, Dad.
0:39:21 > 0:39:23Give me the keys for the house, I'll look after it.
0:39:23 > 0:39:27- There. That's so sweet, thank you, darling.- You get yourself off.
0:39:27 > 0:39:30John's attempt to wriggle out of our agreement
0:39:30 > 0:39:32looks like it's been foiled.
0:39:32 > 0:39:35I don't honestly think he'll go down
0:39:35 > 0:39:39and I think Alex might be quite upset about that,
0:39:39 > 0:39:41er, if he does refuse her offer.
0:39:56 > 0:39:58Unsurprisingly, I'd barely left Yorkshire
0:39:58 > 0:40:02before John had found another reason to reject my offer.
0:40:02 > 0:40:06This time of year, for three nights, I think it's too much travelling,
0:40:06 > 0:40:10and on top of that, I've got a guy coming to fit me a new boiler,
0:40:10 > 0:40:12which I have to get in before Christmas.
0:40:12 > 0:40:14I'm really, you know, grateful to her,
0:40:14 > 0:40:17but if it was any other time of year, I'd be happy to take it up.
0:40:17 > 0:40:19'I'm not surprised, really.
0:40:19 > 0:40:21'I think he is mad.'
0:40:21 > 0:40:25But his brain thinks differently to everybody else's.
0:40:25 > 0:40:28On the plus side, he has agreed to one thing.
0:40:29 > 0:40:33'I will stop away from the shop, as I have that many commitments to do at home anyway,
0:40:33 > 0:40:36'so if they don't want me to come in, then I won't come in, basically.'
0:40:36 > 0:40:40When he knows that there's nobody in shop, he'll...
0:40:40 > 0:40:43you know, he'll sneak out of t'house and come and have a look.
0:40:43 > 0:40:46He'll probably wait till midnight, and everybody's gone home,
0:40:46 > 0:40:48and come and let himself in.
0:40:48 > 0:40:51He will! That's genuine. That's what he's like.
0:41:03 > 0:41:07One week later, and Karl's team have sent through some suggestions
0:41:07 > 0:41:08for the new branding for the shop.
0:41:08 > 0:41:10John's out for the morning,
0:41:10 > 0:41:13so the three younger partners get a head start.
0:41:14 > 0:41:17That looks like one of those badges you give out at Crufts, doesn't it?
0:41:17 > 0:41:20- Yeah, don't like that. - That's definitely a no.
0:41:20 > 0:41:24- That's better.- That's similar to what we've got now but without the chair,
0:41:24 > 0:41:25isn't it, really?
0:41:25 > 0:41:27I like that style of writing, as well.
0:41:27 > 0:41:30- Yeah, the style of the writing's nice.- That's all right.
0:41:30 > 0:41:34Oh, this is getting more like what we are really, isn't it?
0:41:35 > 0:41:37Yeah.
0:41:37 > 0:41:40I quite like that, actually, we'll say that one there.
0:41:40 > 0:41:42They've reached an agreement,
0:41:42 > 0:41:45but they're worried about how John is going to react.
0:41:45 > 0:41:48Ultimately, it's three people against...well, it's not AGAINST,
0:41:48 > 0:41:51but three people that want changes and one person that doesn't.
0:41:51 > 0:41:57So he's either got to get on board or just shut up about it, hasn't he, really?
0:41:57 > 0:42:00Are you going to tell him there's a new sheriff in town?
0:42:00 > 0:42:01- Who's that?- You.
0:42:01 > 0:42:02Oh, yeah.
0:42:07 > 0:42:11All right, Dad. These are what Karl's sent in,
0:42:11 > 0:42:13some advertisements for the front of the shop.
0:42:13 > 0:42:16These ones here that we thought, you know,
0:42:16 > 0:42:20if we were to change the signage, does look quite nice.
0:42:20 > 0:42:23Well, I don't...I'm not really taken aback by that chair.
0:42:23 > 0:42:26I'm not too sure that that chair is any better than
0:42:26 > 0:42:29the chair that we've already got there, so...
0:42:29 > 0:42:30John's being typically negative.
0:42:30 > 0:42:33You'd just have your swing ticket like that,
0:42:33 > 0:42:36and then on other side, you'd have the price, wouldn't you?
0:42:36 > 0:42:40To my knowledge, it'll make it look a bit classier, more professional.
0:42:40 > 0:42:43David's not going down without a fight.
0:42:43 > 0:42:45But if your swing ticket's on something like that,
0:42:45 > 0:42:47a chair like that, you'll read it like that.
0:42:47 > 0:42:50If you put it on that, it'll be like that on your chair, isn't it?
0:42:50 > 0:42:52- You just move it... - You have your...
0:42:52 > 0:42:57A swing ticket is meant like that, cos that's why they call it a swing ticket - it swings down.
0:42:57 > 0:42:59THEY LAUGH
0:42:59 > 0:43:01That's not a swing ticket, is it?
0:43:01 > 0:43:04People will still be able to read it, though, won't they?
0:43:04 > 0:43:06- What, on the side like that?- Yeah.
0:43:06 > 0:43:09So I think that's just making mountains out of mole hills, myself.
0:43:09 > 0:43:10DOOR CHIMES
0:43:10 > 0:43:14Right, whatever. Don't look much different to me.
0:43:19 > 0:43:22I'm heading back to Leeds, as there are just days
0:43:22 > 0:43:24before we relaunch the store.
0:43:24 > 0:43:27It's been quite a while since my last visit.
0:43:27 > 0:43:30A lot has happened since then.
0:43:30 > 0:43:32John has been completely impossible,
0:43:32 > 0:43:33and I thought, at several times,
0:43:33 > 0:43:37that he was going to pull the plug on the makeover of the store.
0:43:37 > 0:43:40I know the younger generation have struggled a bit,
0:43:40 > 0:43:43but I'm hoping that they've stuck to their guns.
0:43:44 > 0:43:46John may still be digging his heels in,
0:43:46 > 0:43:49but for David and the younger family members,
0:43:49 > 0:43:52it's crunch time as the revolution begins.
0:43:52 > 0:43:54Good afternoon, Kettley's.
0:43:56 > 0:43:59The shop at this moment in time, as we speak,
0:43:59 > 0:44:02is having a complete refurbishment.
0:44:05 > 0:44:09New carpet, wallpaper, painted walls...
0:44:10 > 0:44:12..moving furniture around.
0:44:12 > 0:44:16As well as the family, Karl and his team are hard at it.
0:44:16 > 0:44:19There's just so much to do.
0:44:19 > 0:44:20This project is no mean feat.
0:44:20 > 0:44:24It really is pretty gargantuan in scale.
0:44:24 > 0:44:28Three floors, a number of extended rooms.
0:44:29 > 0:44:32Painting, decorating, lighting, new carpeting -
0:44:32 > 0:44:35it's a really big deal.
0:44:35 > 0:44:41So this will absolutely fast-track them into the 21st century.
0:44:42 > 0:44:45So far, John has honoured our agreement,
0:44:45 > 0:44:48but there are rumours doing the rounds.
0:44:48 > 0:44:51We saw me mum's car drive past the shop yesterday,
0:44:51 > 0:44:56so it might have been him doing a drive-by on the shop.
0:44:56 > 0:44:57With John out of the picture,
0:44:57 > 0:45:00it's more than just the shop that's changing.
0:45:00 > 0:45:03There is some changes that have taken place...amongst us
0:45:03 > 0:45:06more than anything, that will probably carry on.
0:45:06 > 0:45:10Really, the shop is in mine, Nicola's and Andy's hands,
0:45:10 > 0:45:12isn't it, really, you know,
0:45:12 > 0:45:14for the future.
0:45:14 > 0:45:17If we three agree on things, then he's just got to let it go
0:45:17 > 0:45:20and let it happen, basically.
0:45:23 > 0:45:26I just cannot wait to see...
0:45:26 > 0:45:29I can hardly imagine what it's going to look like.
0:45:32 > 0:45:34Oh, my gosh. Wow!
0:45:37 > 0:45:40There's a lot to do, but it is very, very different.
0:45:40 > 0:45:42Look at that wallpaper!
0:45:42 > 0:45:44Look at the colour on that wall!
0:45:44 > 0:45:47Oh, I'm very excited.
0:45:47 > 0:45:49The refit is ambitious.
0:45:49 > 0:45:54The family are investing their own money and manpower
0:45:54 > 0:45:57so that we can push the boundaries as far as possible.
0:45:57 > 0:46:02There's still a mammoth amount of work left.
0:46:02 > 0:46:05The only room close to completion is the bedroom department.
0:46:06 > 0:46:08Oh, my...
0:46:08 > 0:46:10Oh, my God!
0:46:11 > 0:46:13That is unbelievable!
0:46:13 > 0:46:16I am stunned.
0:46:16 > 0:46:18I am.
0:46:18 > 0:46:22Oh, I feel like crying. It's amazing.
0:46:22 > 0:46:24If it doesn't impress John, there's something wrong!
0:46:24 > 0:46:26Fingers crossed.
0:46:26 > 0:46:32But one floor won't be enough to convince John it's been worth it.
0:46:32 > 0:46:35We have to complete the lot.
0:46:35 > 0:46:38And we also have to fill this place with customers.
0:46:39 > 0:46:43We can't let the relaunch tomorrow go unnoticed.
0:46:43 > 0:46:47We've just got to make sure that tomorrow's a huge success,
0:46:47 > 0:46:51because otherwise all this work isn't going to be worth anything.
0:46:51 > 0:46:53- Right.- All right?
0:46:53 > 0:46:56So, we're taking to the streets of Yeadon
0:46:56 > 0:46:58to shout about the changes at Kettley's.
0:46:58 > 0:47:00Come to Kettley's tomorrow.
0:47:00 > 0:47:03And it's David leading the charge.
0:47:03 > 0:47:06We are no longer old-fashioned.
0:47:06 > 0:47:10Just to let you know about the Kettley's relaunch.
0:47:10 > 0:47:12It's family run. I'm part of the family.
0:47:12 > 0:47:15We're having a huge store relaunch tomorrow.
0:47:15 > 0:47:17- Are you?- Between 2pm and 5pm.
0:47:19 > 0:47:24Please visit Kettley's furnishers tomorrow from 2pm till 5pm.
0:47:26 > 0:47:28Here's your invite to Kettley's.
0:47:28 > 0:47:32Please come to Kettley's tomorrow from 2pm till 5pm.
0:47:32 > 0:47:34We've had a total revamp of the store.
0:47:34 > 0:47:35We'd love you to come.
0:47:35 > 0:47:38Please visit Kettley's furnishers tomorrow.
0:47:38 > 0:47:41Invitation to our open day tomorrow down at Kettley's.
0:47:41 > 0:47:43It's been transformed.
0:47:43 > 0:47:48Kelly Dimmock, get down to Kettley's tomorrow from 2pm till 5pm.
0:47:48 > 0:47:52Anyone curious to know what's been happening there should come.
0:47:52 > 0:47:55We're not old-fashioned any more. We are very modern.
0:47:57 > 0:48:01I repeat modern, not old-fashioned.
0:48:03 > 0:48:05We are no longer old-fashioned.
0:48:05 > 0:48:08We are modern. I repeat, we are modern.
0:48:10 > 0:48:13Back at the shop, it's mayhem.
0:48:17 > 0:48:19Oh...!
0:48:19 > 0:48:23I mean, downstairs the chairs are still in utter chaos.
0:48:23 > 0:48:28The ground floor is still a long way to go.
0:48:28 > 0:48:29It has to be done tonight.
0:48:29 > 0:48:32In just over 12 hours' time,
0:48:32 > 0:48:34John is due back to the shop.
0:48:34 > 0:48:36There's a lot riding on his reaction.
0:48:36 > 0:48:40I'm really nervous. Really nervous.
0:48:40 > 0:48:43- You know, I'm- BLEEP-ing- me pants, I honestly am.
0:48:43 > 0:48:45I'm hoping he's going to go "Wow!"
0:48:45 > 0:48:49and I think he should go "Wow!" because it is amazing.
0:48:51 > 0:48:55I'm so impressed by what David and the team have achieved at Kettley's.
0:48:55 > 0:48:59Working together has turned them into a force to be reckoned with.
0:48:59 > 0:49:02Nicola has stepped up...
0:49:02 > 0:49:03£429.
0:49:03 > 0:49:05OK.
0:49:05 > 0:49:06..Andrew has found his voice...
0:49:06 > 0:49:10Into here and then just get bottom... Lift bottom through.
0:49:10 > 0:49:12Two of us at the bottom and two of us at the top.
0:49:12 > 0:49:14..and David has really come of age.
0:49:14 > 0:49:18It's great to see how his confidence has grown.
0:49:20 > 0:49:21The best thing, right,
0:49:21 > 0:49:25would be for Dad to come in and see it all and start crying.
0:49:25 > 0:49:28That'd be the most amazing thing I'd ever see.
0:49:42 > 0:49:44Three months ago when I first walked in,
0:49:44 > 0:49:47Kettley's looked more gran than glam.
0:49:47 > 0:49:50A warehouse masquerading as a showroom.
0:50:01 > 0:50:04Now it feels like a proper shop.
0:50:12 > 0:50:15Are you all convinced that we've done the right thing?
0:50:15 > 0:50:17I'm happy with the way it looks.
0:50:17 > 0:50:20It does look stunning and it looks beautiful.
0:50:20 > 0:50:22It's just such a wow factor.
0:50:24 > 0:50:27Are you happy about all this?
0:50:27 > 0:50:29- I'm 100% happy myself, yeah. - Yes, I am.
0:50:29 > 0:50:31I think it's fabulous.
0:50:31 > 0:50:34They've done a fantastic job, and I'm over the moon with it all.
0:50:37 > 0:50:39The question is, will John like it?
0:50:41 > 0:50:43It's been a long wait.
0:50:43 > 0:50:44The thing is,
0:50:44 > 0:50:48you've got ownership now, if you know what I mean,
0:50:48 > 0:50:52of this whole makeover, which is quite important for the future.
0:50:52 > 0:50:54This is the big day.
0:50:54 > 0:50:57It's like going to your wedding, isn't it?
0:51:00 > 0:51:03Can't say we haven't put anything into it, that's for sure.
0:51:03 > 0:51:05Let's see what it's all about.
0:51:05 > 0:51:08Let's see how fast he walks when he gets out of the car!
0:51:14 > 0:51:16Look at him, look at him!
0:51:16 > 0:51:20THEY SING A FANFARE
0:51:20 > 0:51:22Oh, wow!
0:51:30 > 0:51:33I can't believe it. I really can't.
0:51:34 > 0:51:36Oh, my God.
0:51:36 > 0:51:38It looks really good.
0:51:38 > 0:51:41I think I'll, er... I'll stop here tonight.
0:51:42 > 0:51:44I really like it.
0:51:45 > 0:51:49It's thumbs up for the ground floor. Next to the beds.
0:51:54 > 0:51:57Well, if anybody doesn't like this, they've got to be crazy.
0:51:57 > 0:51:59Ah...! Ah, well.
0:51:59 > 0:52:01- APPLAUSE - Listen to that!
0:52:01 > 0:52:03That's what we wanted to hear.
0:52:03 > 0:52:06'I mean, it's absolutely stunning, really.'
0:52:06 > 0:52:08I can't believe it.
0:52:08 > 0:52:11Oh, good, darling, I'm so pleased you're happy.
0:52:11 > 0:52:13'Finally, the basement.'
0:52:15 > 0:52:18- I really like it.- Yeah?- Yeah? Good.
0:52:18 > 0:52:19Oh, love you!
0:52:19 > 0:52:21SHE LAUGHS
0:52:22 > 0:52:26Every piece of furniture in the shop was here before.
0:52:26 > 0:52:29It's just been presented in a more aspirational way.
0:52:29 > 0:52:32By following this simple retail principle,
0:52:32 > 0:52:35Kettley's now feels worlds away from its dreary past.
0:52:35 > 0:52:38- What do you think to the signs? - Good.
0:52:38 > 0:52:41It looks better. There's so much to take in.
0:52:41 > 0:52:45I'm so relieved that John likes the new shop
0:52:45 > 0:52:49and even more pleased to see him sharing it with his son.
0:52:49 > 0:52:54And the whole aura of the place now, it's feels luxury, doesn't it?
0:52:55 > 0:52:59Let's put it this way, I'm proud of what you've achieved
0:52:59 > 0:53:01and I appreciate what you've done.
0:53:01 > 0:53:04I'm absolutely thrilled.
0:53:04 > 0:53:07He seemed genuinely pleased by the whole thing,
0:53:07 > 0:53:12and, um, I must say, it almost brought a tear to my eye!
0:53:12 > 0:53:14It's unbelievable. The transformation is unbelievable.
0:53:15 > 0:53:18I absolutely can't believe it.
0:53:18 > 0:53:21You wouldn't believe it were the same stuff.
0:53:21 > 0:53:24You can tell he genuinely does think it looks lovely.
0:53:24 > 0:53:28- Oh, I'm so pleased!- He does think it looks nice.- Well done, darling!
0:53:28 > 0:53:29Really pleased.
0:53:35 > 0:53:39- All in all, I couldn't have wanted a better response from him. - Yeah, me too.
0:53:39 > 0:53:41So now all we need is a few customers to come in and go,
0:53:41 > 0:53:45- "Oh, my goodness, this looks fab!"- Yeah.- And he'll be happy.
0:53:54 > 0:53:55What do you think?
0:53:55 > 0:53:58I'm amazed.
0:53:58 > 0:54:00Absolutely amazed.
0:54:00 > 0:54:04I wouldn't have thought of coming here for furniture. Now I would.
0:54:04 > 0:54:06Definitely it's worth a look, isn't it?
0:54:06 > 0:54:09I think it's much, much fresher.
0:54:09 > 0:54:14- I like it, it's nice, it's clean, it's uncluttered. - Looks fantastic. Really exciting.
0:54:17 > 0:54:19And it's not just the usual crowd here today -
0:54:19 > 0:54:22the shop is now appealing to a much younger clientele.
0:54:25 > 0:54:29- I never realised there were all these things that- I- would buy.
0:54:29 > 0:54:32- I just thought that it'd be stuff for my parents! - SHE LAUGHS
0:54:34 > 0:54:37Young and old, the response has been unanimous.
0:54:40 > 0:54:42Do you like it? Do you like it?
0:54:42 > 0:54:44- Mmm?- No.- No?!
0:54:45 > 0:54:47'Well, you can't please them all!'
0:54:49 > 0:54:51The relaunch has been a huge success,
0:54:51 > 0:54:54but there's one last piece of the jigsaw.
0:54:54 > 0:54:57"Discover the most comfortable chair in Yorkshire
0:54:57 > 0:54:59- "at Kettley's."- You're right.
0:54:59 > 0:55:02- Happy?- Very happy, yes. Really happy.
0:55:02 > 0:55:04The important thing is
0:55:04 > 0:55:08that you make sure that you don't just sink into your bad old ways,
0:55:08 > 0:55:12that you make sure that everyone pulls together.
0:55:12 > 0:55:15The end result will be you making more money, and that's what we want to see.
0:55:15 > 0:55:18That's what it's all about, isn't it?
0:55:18 > 0:55:21Yeah, but everyone's really got the bit between their teeth now,
0:55:21 > 0:55:23so you've gotta run with it, yeah?
0:55:25 > 0:55:27Stick together. You do good.
0:55:27 > 0:55:31- I'm going to miss you all when I go. - Ah, don't.
0:55:31 > 0:55:34Go on, keep it up, keep it up, see if you can get me going.
0:55:43 > 0:55:46I am SO happy with the end result here.
0:55:46 > 0:55:49It did feel like mission impossible, but we did it.
0:55:49 > 0:55:52I think this shop really felt like it was stuck in a time warp.
0:55:52 > 0:55:55It felt like a waiting room to nowhere very nice.
0:55:58 > 0:56:00But it doesn't feel like that any more.
0:56:00 > 0:56:04I think it has been given an enormous new lease of life,
0:56:04 > 0:56:07and that is very visible in the family too.
0:56:07 > 0:56:09- Here's to the future.- The future.
0:56:09 > 0:56:11I suppose what's happened here
0:56:11 > 0:56:15marks the end of the first 35 years of Kettley's,
0:56:15 > 0:56:19and I think this is the beginning of the next 35 years.
0:56:24 > 0:56:29Two months on, and the dust has settled on the Kettley's relaunch.
0:56:29 > 0:56:30Morning, Nic.
0:56:32 > 0:56:35Customers-wise, we're doing really well.
0:56:35 > 0:56:38We have had a lot of people coming through the door.
0:56:38 > 0:56:41Sales are up 22% on the same time last year.
0:56:41 > 0:56:43- There's 60-odd pound off of that at the moment.- Right.
0:56:43 > 0:56:47And the store layout is pulling in new customers.
0:56:47 > 0:56:52But they're all saying how much better it looks with the makeover.
0:56:52 > 0:56:56'It's been busier than we anticipated,'
0:56:56 > 0:56:58so I'm really happy about that.
0:57:00 > 0:57:03And I have noticed we have had younger people through the door.
0:57:03 > 0:57:06Normally, when younger couples used to come into the shop,
0:57:06 > 0:57:10they used to walk in and more or less walk straight back out.
0:57:10 > 0:57:14Now I've noticed they're like, "Oh, yeah, this looks nice," you know.
0:57:16 > 0:57:19But has David earned his dad's respect?
0:57:19 > 0:57:22'David has really shown a lot to me
0:57:22 > 0:57:25'he wants the business to do well and to improve,'
0:57:25 > 0:57:28and ultimately David wants to prove
0:57:28 > 0:57:32to his dad that he is capable of running it.
0:57:32 > 0:57:37At some time or other, in the future, there's got to be new blood
0:57:37 > 0:57:40that comes in here and old blood that goes out.
0:57:40 > 0:57:44I'm proud of David for what he's achieved and I think he can achieve a lot.
0:57:44 > 0:57:48Thanks very much anyway. I appreciate your business. Thank you. Take care.
0:57:48 > 0:57:52'Deep down, I am bothered what me dad thinks, because I've always wanted to do him proud.
0:57:52 > 0:57:55'I don't want him to think of me as a failure
0:57:55 > 0:57:59'and I genuinely know that he is...he is happy.'
0:57:59 > 0:58:02Still, some things never change.
0:58:02 > 0:58:05This is Jenny. And she's just had a pup this morning,
0:58:05 > 0:58:07so obviously we can't let her go at the moment.
0:58:07 > 0:58:10She's here for the duration, I'll tell you.
0:58:32 > 0:58:35Subtitles by Red Bee Media Ltd