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