0:00:02 > 0:00:03'I'm Alex Polizzi.
0:00:03 > 0:00:07'I cut my teeth inside my family's international hotel empire,
0:00:07 > 0:00:12'and now run a multi-million pound food business with my husband.
0:00:12 > 0:00:16'Last year, I battled to save six failing family firms.'
0:00:16 > 0:00:18I don't know if it's ever going to get better.
0:00:18 > 0:00:20You must see some hope!
0:00:20 > 0:00:22'Now, I'm ready for a fresh fight...'
0:00:22 > 0:00:23Hello!
0:00:23 > 0:00:26'..to save six more families on the brink of losing it all.'
0:00:26 > 0:00:30- Why has it got so bad? - Because he won't talk to me.
0:00:30 > 0:00:33I feel like my dream is moving further and further away.
0:00:34 > 0:00:37'But with a looming triple-dip recession,
0:00:37 > 0:00:40'thousands of firms are going bust every month.'
0:00:40 > 0:00:44Just in the last three months, you've lost about £3,000.
0:00:44 > 0:00:45I'm really struggling.
0:00:45 > 0:00:47'The stakes could not be higher.'
0:00:47 > 0:00:49Where is the money coming from?!
0:00:49 > 0:00:52'It's not just finance, it's family.'
0:00:52 > 0:00:54Why are you walking away for?
0:00:54 > 0:00:56You can't work with someone like that.
0:00:56 > 0:00:59Everybody keeps pointing out, "You're the lazy one, you do nothing!"
0:00:59 > 0:01:00SHE CRIES
0:01:00 > 0:01:02Something is very, very wrong.
0:01:03 > 0:01:06'My first challenge is an interiors company
0:01:06 > 0:01:09'facing its final curtain call.'
0:01:09 > 0:01:14Look! Look at this! What about this suggests that you are not chaotic?
0:01:14 > 0:01:16'Will three retailing dinosaurs...'
0:01:16 > 0:01:18No, no, no, no.
0:01:18 > 0:01:19'..who can't agree on anything...'
0:01:19 > 0:01:22- Answer me a question. - You'll see eight.
0:01:22 > 0:01:23No, you're not going to see any.
0:01:23 > 0:01:26'..get dragged into the modern world...'
0:01:26 > 0:01:28Shabby chic?
0:01:28 > 0:01:30It's like a different language.
0:01:30 > 0:01:34This is their chance either to change and prosper or to wither.
0:01:36 > 0:01:39'..before the walls come tumbling down around them.'
0:01:41 > 0:01:44It's been absolutely horrific.
0:01:44 > 0:01:48I must have been very bad in a previous life, that's all I can say.
0:01:55 > 0:01:57I'm headed to East Ham, in London,
0:01:57 > 0:02:00to enter the troubled world of interiors.
0:02:00 > 0:02:04A world which has seen £250 million wiped off sales in the recession.
0:02:04 > 0:02:07It's no wonder the Alf Onnie curtain and blinds business
0:02:07 > 0:02:09is in dire straits.
0:02:09 > 0:02:12The window coverings market has been very hard-hit
0:02:12 > 0:02:14by the downturn in the housing market.
0:02:14 > 0:02:15For obvious reasons,
0:02:15 > 0:02:19blinds and curtains are mainly sold when people move house.
0:02:19 > 0:02:23'It is one of a staggering 2,000 soft furnishing firms in the UK,
0:02:23 > 0:02:27'all fighting for a share of a shrinking market.'
0:02:27 > 0:02:29Competition is so stiff
0:02:29 > 0:02:33that a third of all curtain and fitting companies are making a loss.
0:02:33 > 0:02:36Prices are being driven ceaselessly down.
0:02:36 > 0:02:38It's very hard to make a profit.
0:02:38 > 0:02:42To make money, you need to be on budget and bang up to date.
0:02:50 > 0:02:55I often hear comments like, "You don't get shops like this any more."
0:02:55 > 0:02:58So we feel that we are quite unique.
0:02:58 > 0:03:00Brothers Kevin and Laurence Freedman...
0:03:00 > 0:03:02Good afternoon, Alf Onnie.
0:03:02 > 0:03:05..have been working in Alf Onnie for over 30 years.
0:03:05 > 0:03:09And they do things the traditional way.
0:03:09 > 0:03:14Just like their grandfather, Mr Alf Onnie, did 93 years ago.
0:03:14 > 0:03:16We do run quite a traditional shop.
0:03:16 > 0:03:19East Ham is the second poorest borough in the country.
0:03:19 > 0:03:21Sales are hard to come by.
0:03:21 > 0:03:23Good afternoon.
0:03:23 > 0:03:25So they've piled the shelves high
0:03:25 > 0:03:28to try and cater to every local's need, however unusual.
0:03:28 > 0:03:30I want only one curtain...
0:03:30 > 0:03:32OK.
0:03:32 > 0:03:34It is a bit like going into a shoe shop and saying,
0:03:34 > 0:03:36"I want to buy one shoe."
0:03:36 > 0:03:39I always say to people, "We want to help you, advise you,
0:03:39 > 0:03:41"as well as take your money."
0:03:44 > 0:03:47But not all of the family are cut from the same cloth.
0:03:47 > 0:03:51Youngest brother Jeremy hates to even set foot in the shop.
0:03:51 > 0:03:53I think it's going messy.
0:03:53 > 0:03:55It's literally just cheap, cheap, cheap.
0:03:55 > 0:03:59And, I'll be honest, it depresses me.
0:03:59 > 0:04:02He's decided to do his own thing
0:04:02 > 0:04:06and has created a made-to-measure service called Freedman Interiors.
0:04:06 > 0:04:09And he's very particular about the way things are done.
0:04:09 > 0:04:11'I am a perfectionist.'
0:04:11 > 0:04:14I do like to make sure everything's absolutely as it should be.
0:04:14 > 0:04:16The pleats at the top are quite important
0:04:16 > 0:04:18and they have to be in line.
0:04:18 > 0:04:20I have an OCD on it.
0:04:20 > 0:04:25His ideas for the business are at odds with his brothers'.
0:04:25 > 0:04:27They maybe see the business going in one direction,
0:04:27 > 0:04:30I see it should be going in another direction.
0:04:30 > 0:04:32Stuck in their old ways.
0:04:32 > 0:04:35It's very difficult to deal with.
0:04:35 > 0:04:37I do have spats.
0:04:37 > 0:04:41But Jeremy is...he's a bit of a law unto himself sometimes.
0:04:43 > 0:04:44The brothers are at loggerheads.
0:04:44 > 0:04:48And the business is running at a loss.
0:04:48 > 0:04:52'There are three families' mouths to feed out of our business.'
0:04:52 > 0:04:53We're always under pressure.
0:04:53 > 0:04:55'Let's face it, things are tough out there.'
0:04:55 > 0:04:57The business is struggling.
0:04:57 > 0:05:00I haven't had a pay rise now since my son was born,
0:05:00 > 0:05:03and that was nearly 12 years.
0:05:03 > 0:05:05'I don't always see the light at the end of the tunnel.
0:05:05 > 0:05:07'It does worry me that...'
0:05:07 > 0:05:09the survival of the business.
0:05:15 > 0:05:16I have just four months
0:05:16 > 0:05:19to turn this struggling family business around
0:05:19 > 0:05:23before the curtain comes down for good on its 93-year heritage.
0:05:30 > 0:05:33Alf Onnie, established 1920.
0:05:33 > 0:05:34So it's been here a while.
0:05:34 > 0:05:37Very unattractively displayed.
0:05:37 > 0:05:40There's blinds in the window, nets,
0:05:40 > 0:05:44shutters, swags, drapes...
0:05:44 > 0:05:48They doesn't seem to have any eye at all to window-dressing.
0:05:48 > 0:05:50Things have moved a long way since 1920,
0:05:50 > 0:05:52but I'm not sure this store has.
0:05:55 > 0:05:56Hello!
0:05:56 > 0:05:58BOTH: Hello!
0:05:58 > 0:06:00- Alex.- Hi, Alex, I'm Laurence. Nice to meet you.- Nice to meet you.
0:06:00 > 0:06:02- I'm Kevin, how are you? - So nice to meet you.
0:06:02 > 0:06:06And I can see already, even at a cursory glance,
0:06:06 > 0:06:09there's an amazing variety of stuff here.
0:06:09 > 0:06:10Yeah.
0:06:13 > 0:06:14'From floor to ceiling,
0:06:14 > 0:06:16'there are hundreds of cheap towels,
0:06:16 > 0:06:18'rugs and mats
0:06:18 > 0:06:20'distracting customers from what makes them
0:06:20 > 0:06:22'nearly 90% of the money -
0:06:22 > 0:06:24'curtains and blinds.'
0:06:24 > 0:06:26So much stuff here.
0:06:26 > 0:06:28I'm already getting a headache.
0:06:28 > 0:06:29SHE CHUCKLES
0:06:29 > 0:06:32'The displays lack any rhyme or reason.
0:06:32 > 0:06:34'It's impossible to find anything for yourself -
0:06:34 > 0:06:37'madness for a shop that relies on local footfall
0:06:37 > 0:06:39'for two-thirds of its sales.'
0:06:41 > 0:06:43Floor mats next to a carpet,
0:06:43 > 0:06:46next to curtain tie-backs.
0:06:46 > 0:06:47Slightly schizophrenic.
0:06:47 > 0:06:50You would need a guide
0:06:50 > 0:06:53and, preferably, a map to know your way around here.
0:06:55 > 0:06:57They aren't shouting about their latest lines.
0:06:57 > 0:07:01Instead, the signs just scream "Cheap".
0:07:01 > 0:07:03"Doormats, floor mats, dipeddy doo,
0:07:03 > 0:07:04"all very cheap
0:07:04 > 0:07:05"and waiting for you."
0:07:07 > 0:07:09This isn't a showroom.
0:07:09 > 0:07:11It's just a storeroom, really,
0:07:11 > 0:07:13that happens to be open to the public.
0:07:15 > 0:07:16'The shop looks bargain basement,
0:07:16 > 0:07:20'but behind the scenes, things are even worse.'
0:07:21 > 0:07:26This place needs a bloody good clean and a bloody good clear-out.
0:07:26 > 0:07:30There's just stuff absolutely everywhere.
0:07:30 > 0:07:32Why? Just chuck it out, get rid of it.
0:07:32 > 0:07:34What is in all these yellow bags?
0:07:34 > 0:07:37I couldn't even call this place a rabbit warren,
0:07:37 > 0:07:40cos, you know, rabbits are fairly clean and tidy.
0:07:40 > 0:07:42They certainly don't foul their own nest!
0:07:45 > 0:07:49Who is responsible for the complete disorder in the top stock room?
0:07:49 > 0:07:52- I mean, it's like... - It's a dumping room, you're right.
0:07:52 > 0:07:54Can I say something to you slightly brutally,
0:07:54 > 0:07:58which is that because there is so much schmutter everywhere,
0:07:58 > 0:08:00the place is dirty.
0:08:01 > 0:08:02I'm saying this quietly
0:08:02 > 0:08:05because I certainly do not want to offend any of your customers
0:08:05 > 0:08:08or do your business any damage,
0:08:08 > 0:08:11but, you know, it needs a damn good hoover.
0:08:11 > 0:08:14It does get done. The boys do it.
0:08:14 > 0:08:15They do get the hoover out,
0:08:15 > 0:08:18but whether they get into all the nooks and crannies...
0:08:18 > 0:08:22Where once they were a profitable family firm,
0:08:22 > 0:08:24they are now running at a loss of thousands.
0:08:24 > 0:08:28And the mess of the shop mirrors the state of the accounts.
0:08:28 > 0:08:31'Kevin is responsible for the books,
0:08:31 > 0:08:34'but he can't keep on top of even the basic paperwork.'
0:08:34 > 0:08:37THIS really horrifies me.
0:08:37 > 0:08:38Sometimes, I'm...
0:08:38 > 0:08:40Does this not just create fear and loathing in your heart?
0:08:40 > 0:08:42Because I look at it and it's...
0:08:42 > 0:08:44Unfortunately, I'm used to it.
0:08:44 > 0:08:46Lots and lots of...
0:08:46 > 0:08:48This I really do not believe in.
0:08:48 > 0:08:51Bits of paperwork everywhere.
0:08:51 > 0:08:54They came in two days ago. That should have been in my statements file.
0:08:54 > 0:08:56A bill to pay, invoice...
0:08:56 > 0:08:57Actually, an invoice which should be
0:08:57 > 0:09:00in my little invoice file there, which has crept out.
0:09:00 > 0:09:04- This is a possible quotation with no details on it.- Aah!
0:09:04 > 0:09:07- These are all orders. - These have to be fitted.
0:09:07 > 0:09:09Actually, where is the fitting board?
0:09:09 > 0:09:11There is a fitting board here.
0:09:11 > 0:09:15See, Jeremy has just got all this stuff out and left it out there.
0:09:18 > 0:09:21Youngest brother Jeremy tucks himself away
0:09:21 > 0:09:23from the chaos downstairs.
0:09:23 > 0:09:24- Hello!- How are you?
0:09:24 > 0:09:25Now, am I right in thinking
0:09:25 > 0:09:28that you spend as little time as possible in the shop?
0:09:28 > 0:09:30As little time as possible,
0:09:30 > 0:09:33cos I can't bare to see the way it looks.
0:09:33 > 0:09:36It doesn't look neat, it doesn't look tidy,
0:09:36 > 0:09:40it doesn't show off our qualities and our capabilities.
0:09:40 > 0:09:42It depresses me every time I walk in here.
0:09:43 > 0:09:46A third of the sales come from his tailor-made curtains,
0:09:46 > 0:09:49despite their being sidelined in the shop.
0:09:49 > 0:09:53What's more, it's trade that doesn't rely on the cost-conscious locals.
0:09:53 > 0:09:57I'm the only one, I think, that continues to fight all the time.
0:09:57 > 0:09:59I want to make much more of the made-to-measure.
0:09:59 > 0:10:02But, you know, it's very difficult. My two brothers...
0:10:02 > 0:10:05their habits are still very difficult to break.
0:10:05 > 0:10:08So it makes... It does make me upset.
0:10:08 > 0:10:11'Jeremy sounds like he's on the money.
0:10:11 > 0:10:13'But just when I thought I had an ally,
0:10:13 > 0:10:15'he reveals we're not as in tune as I'd hoped.'
0:10:15 > 0:10:17I love doing swags and tails,
0:10:17 > 0:10:18they're beautiful.
0:10:18 > 0:10:20'He's obsessed with chintz!'
0:10:20 > 0:10:26Nobody, but nobody does better pelmets, swags and tails than us.
0:10:26 > 0:10:30This is a pair of hand-made, pinch pleat curtains,
0:10:30 > 0:10:32- so that is all hand-stitched.- Uh-huh.
0:10:32 > 0:10:36And the quality of those, I think, those pleats are beautiful.
0:10:36 > 0:10:39Well, you see, I find that very old-fashioned.
0:10:39 > 0:10:40- OK.- We're going to have to agree,
0:10:40 > 0:10:42but I'm happy to disagree with you.
0:10:42 > 0:10:46I can see the beauty in it, don't get me wrong.
0:10:46 > 0:10:48Thank you very much indeed, I'll get you your change, thank you.
0:10:48 > 0:10:52'This shop is old-fashioned, it's dirty,
0:10:52 > 0:10:55'it's cluttered, it's disorganised.
0:10:55 > 0:10:58'Paperwork is everywhere, systems are chaotic.'
0:10:58 > 0:11:02They're doing themselves and their stock a great disservice
0:11:02 > 0:11:06by having let things stagnate to this extent for so long.
0:11:08 > 0:11:12Sales have dropped a staggering 10% in the fabric and curtain market.
0:11:12 > 0:11:15If they are to survive the economic crisis,
0:11:15 > 0:11:18they need a clear business strategy,
0:11:18 > 0:11:20but Alf Onnie can't agree on one.
0:11:30 > 0:11:32If I'm to resolve this crisis,
0:11:32 > 0:11:34I need to understand the family dynamic better,
0:11:34 > 0:11:37so I've come to their Shabbat or Friday night dinner.
0:11:37 > 0:11:42HE SPEAKS IN HEBREW
0:11:42 > 0:11:43ALL: Amen.
0:11:43 > 0:11:45Good Shabbat!
0:11:45 > 0:11:49But, scarily, there is a fourth voice of dissent -
0:11:49 > 0:11:50Dad Brian.
0:11:50 > 0:11:52Despite being semi-retired,
0:11:52 > 0:11:54he still owns 50% of the business
0:11:54 > 0:11:58and HE thinks they should ram even more stock into the shop.
0:11:58 > 0:12:00I'm saying give people choice.
0:12:00 > 0:12:03If somebody's spending a lot of money with you
0:12:03 > 0:12:07and then, they say, "Oh, I didn't think of you for rugs.
0:12:07 > 0:12:09"Do you sell them?"
0:12:09 > 0:12:10"Of course we sell them!"
0:12:10 > 0:12:14The problem with rugs is they need a big space.
0:12:14 > 0:12:19Rugs can be shown in a round situation.
0:12:19 > 0:12:22So it can look like a market stall...
0:12:22 > 0:12:23No, definitely not!
0:12:23 > 0:12:26- But that's how it is! - No, no, no, sorry.
0:12:26 > 0:12:29That's your downward thoughts, Jeremy.
0:12:29 > 0:12:33- That's how the shop is now.- No.- It's the shop now. It's a market stall.
0:12:33 > 0:12:35- Listen, the question is again the business question...- Yeah.
0:12:35 > 0:12:39Is this a good way to dilute your energies?
0:12:39 > 0:12:41Should you be concentrating
0:12:41 > 0:12:45on selling something that you know that you can really sell?
0:12:45 > 0:12:47I don't necessarily agree with that.
0:12:47 > 0:12:53I think it's an attractive...a good product, where there's no wastage.
0:12:53 > 0:12:56I'm disappointed in that, cos...
0:12:56 > 0:12:58I'm worried that the boys' failure to see eye to eye
0:12:58 > 0:13:00is killing this business.
0:13:01 > 0:13:04'I wonder it their wives, Debbie and Vanessa,
0:13:04 > 0:13:07'can pinpoint the problem and give me an insight.'
0:13:07 > 0:13:11The fashion of the shop hasn't changed,
0:13:11 > 0:13:13it's still stuck in the ark.
0:13:13 > 0:13:15It hasn't changed since the day they put it together
0:13:15 > 0:13:18and I remember that day cos I was helping them to clean the shelves.
0:13:18 > 0:13:21I think that they want change but they fear it,
0:13:21 > 0:13:24- and that fear is just holding them back, which is natural.- Yeah.
0:13:24 > 0:13:28This is going to be painful, but it's either change or die.
0:13:34 > 0:13:36My ultimate ambition is to get them
0:13:36 > 0:13:39to focus more on business from outside of East Ham,
0:13:39 > 0:13:41where there is money to be had.
0:13:41 > 0:13:44But before that, we need to focus on the basics.
0:13:48 > 0:13:50The first thing we need to tackle
0:13:50 > 0:13:53is the appalling state of their shop window.
0:13:53 > 0:13:57It's pretty obvious that the poor quality of their window display
0:13:57 > 0:14:00is their version of commercial suicide.
0:14:00 > 0:14:04To survive, they need to entice in a lot more customers.
0:14:04 > 0:14:08And, basically, they're missing one of their biggest tricks.
0:14:08 > 0:14:1250% of all high-street purchases are made on impulse.
0:14:12 > 0:14:14But one look at this cluttered mess
0:14:14 > 0:14:17would send most window-shoppers running for the hills.
0:14:22 > 0:14:24To give them some fresh ideas,
0:14:24 > 0:14:26I've enlisted the help of Neil Ellis
0:14:26 > 0:14:28from design company PLANarama.
0:14:28 > 0:14:31He's done hundreds of stunning window displays
0:14:31 > 0:14:34for big-name clients like Laura Ashley and Cartier.
0:14:35 > 0:14:38You've just got a few seconds to get someone's attention.
0:14:38 > 0:14:41Busy streets, people passing by,
0:14:41 > 0:14:44so you have to have a very clear message. It's as simple as that.
0:14:44 > 0:14:48- But a lot of people get it wrong. - Right.- We know.- Yes.
0:14:49 > 0:14:52All of the shops on this trendy high street
0:14:52 > 0:14:56carefully select a few simple props to create a desirable lifestyle
0:14:56 > 0:14:58that customers can buy into.
0:14:59 > 0:15:01- So very simple display.- Yeah.
0:15:01 > 0:15:03- Using the crates.- Yeah.
0:15:03 > 0:15:06And the olive wood items.
0:15:06 > 0:15:10- It's very enticing. You're buying into an idea as well.- Yeah!
0:15:10 > 0:15:11So you might go in here
0:15:11 > 0:15:14and just buy half a pound of cheddar or something...
0:15:14 > 0:15:17- which you could get anywhere, but the fact is...- You've got the lifestyle with it.
0:15:17 > 0:15:19It's quite aspirational.
0:15:19 > 0:15:23It's making us think that what we really want is this in life.
0:15:23 > 0:15:25The displays are also stripped back
0:15:25 > 0:15:29so that the inside of the shop can be clearly seen from the street.
0:15:30 > 0:15:33How important is it to be able to see into the shop?
0:15:33 > 0:15:36I think very important. You want to be invited into the store.
0:15:36 > 0:15:38Each window we've seen,
0:15:38 > 0:15:40the ones where you can see into the shop
0:15:40 > 0:15:43have made it, I think, more enticing.
0:15:43 > 0:15:45Yes, I agree with that.
0:15:45 > 0:15:48Amazingly, both Kevin and Jeremy sound amenable
0:15:48 > 0:15:49to doing things differently.
0:15:49 > 0:15:52But if we're going to move forward, I need everyone on board,
0:15:52 > 0:15:55including Dad Brian.
0:15:55 > 0:15:57The probability is...
0:15:58 > 0:16:03..that maybe our area won't be so effective than maybe this locality.
0:16:03 > 0:16:06I'm sorry, whatever bloody area you're in,
0:16:06 > 0:16:09people are aspirational.
0:16:09 > 0:16:10You always want the next best thing,
0:16:10 > 0:16:12you don't just want what you can have.
0:16:12 > 0:16:16You're already dreaming of the time that you can have something better.
0:16:16 > 0:16:19I will not let Brian scupper the momentum.
0:16:19 > 0:16:22Back in East Ham, it's time to apply what they've learnt today
0:16:22 > 0:16:24to their own shop.
0:16:25 > 0:16:31- Can we get this stand out of the way? Can you manage it?- Yeah.
0:16:31 > 0:16:34It'll be nice to let some light and some air
0:16:34 > 0:16:36into the shop and kind of let it breathe a bit.
0:16:36 > 0:16:38It's making me very happy.
0:16:38 > 0:16:41It's like having a Christmas present
0:16:41 > 0:16:43given to me early, really.
0:16:44 > 0:16:47I expected youngest brother Jeremy to get on side,
0:16:47 > 0:16:51but I didn't think Kevin would be such a pushover.
0:16:51 > 0:16:52Up, up and away!
0:16:52 > 0:16:54Big change for us!
0:16:54 > 0:16:57All these years, generations and generations
0:16:57 > 0:17:00of cramming as much as you can into the windows.
0:17:05 > 0:17:08It's incredibly satisfying.
0:17:08 > 0:17:12Does it not look more appealing already?
0:17:12 > 0:17:15- It looks much bigger as well! - Yes!- Much bigger!
0:17:15 > 0:17:20Hi! General public, nice to see you, finally!
0:17:20 > 0:17:24Once the curtains, stencilling and props are in place,
0:17:24 > 0:17:25it feels like a whole new shop
0:17:25 > 0:17:28with a very clear and inviting message to everyone walking past.
0:17:30 > 0:17:32But one man still isn't happy.
0:17:34 > 0:17:39I can see that there might be some issues with my dad.
0:17:39 > 0:17:44The people in the area are not as sophisticated,
0:17:44 > 0:17:47and they may feel that because we're not putting very much in the window,
0:17:47 > 0:17:49we don't have very much.
0:17:50 > 0:17:52Brian might be sceptical,
0:17:52 > 0:17:55but the display is already making a splash with the locals.
0:17:55 > 0:17:58- It's nice, it's beautiful.- Very nice, I like it.- Thank you.
0:17:58 > 0:18:01- Even the colour.- You like the colours?- Yeah!
0:18:01 > 0:18:03- Bring in your sizes, let us help you.- OK.
0:18:03 > 0:18:05We have a huge range of fabrics...
0:18:05 > 0:18:06'I though it was very interesting
0:18:06 > 0:18:09'when those potential customers came in the shop.'
0:18:09 > 0:18:11However sceptical Brian is,
0:18:11 > 0:18:13he saw the proof with his own eyes
0:18:13 > 0:18:16that a window display like that tempts people off the street.
0:18:18 > 0:18:20I might have succeeded in changing the windows,
0:18:20 > 0:18:24but it's only made it even easier to see the size of my next hurdle -
0:18:24 > 0:18:26the huge jumble of stock.
0:18:28 > 0:18:32Right. I want you each to get three items out of the shop
0:18:32 > 0:18:35that you don't think you should be stocking.
0:18:35 > 0:18:36Right.
0:18:36 > 0:18:38I'd love to see from each of you
0:18:38 > 0:18:41what you think the shop shouldn't be about.
0:18:41 > 0:18:44- I shall await your return. Yeah? - OK!
0:18:48 > 0:18:51Nearly 50% of the shelf space is piled high with sundries
0:18:51 > 0:18:55that generate just one tenth of their sales.
0:18:55 > 0:18:57That's economic suicide.
0:18:57 > 0:19:00- Hi-de-hi!- Ho-de-ho, darling!
0:19:00 > 0:19:03'But I need the boys to agree on what to clear out.'
0:19:03 > 0:19:05Fabric tablecloths.
0:19:05 > 0:19:07- Mats, bedding...- Oh, yes.
0:19:07 > 0:19:09Ready-made tablecloths.
0:19:09 > 0:19:11That's two in agreement on that one.
0:19:11 > 0:19:13- Blankets.- Doormats.- Yeah.
0:19:13 > 0:19:16Linens, duvet covers.
0:19:16 > 0:19:18Snap!
0:19:18 > 0:19:22Who is responsible for, ultimately, for these items
0:19:22 > 0:19:24that you don't think should be here?
0:19:24 > 0:19:25- Kevin.- Kevin.
0:19:25 > 0:19:27THEY CHUCKLE
0:19:27 > 0:19:28OK.
0:19:28 > 0:19:30I think the point that we've all got to remember
0:19:30 > 0:19:34is if there was anything here that was flying off the shelves,
0:19:34 > 0:19:37- you'd all be potty to have said, "We need to stop stocking it."- Sure.
0:19:37 > 0:19:39But, actually, you've got money tied up in stock
0:19:39 > 0:19:41that isn't working for you.
0:19:41 > 0:19:42Ultimately, we all know
0:19:42 > 0:19:45that you have to change to survive in this world.
0:19:45 > 0:19:46And especially in this climate,
0:19:46 > 0:19:49when businesses are going to the wall every day of the week.
0:19:49 > 0:19:51If you want to be one of the lucky ones,
0:19:51 > 0:19:55then, one has to become lean, mean, fighting machine.
0:19:55 > 0:19:58Getting rid of the linen lines is a small victory,
0:19:58 > 0:20:01but Kevin just can't resist revisiting
0:20:01 > 0:20:03one of Jeremy's great bugbears.
0:20:04 > 0:20:06I have brought out another item,
0:20:06 > 0:20:09but it's not one I want to get rid of - rugs.
0:20:09 > 0:20:13Not specifically this one, but rugs in general.
0:20:13 > 0:20:15I like the product to sell.
0:20:15 > 0:20:18I think it's quite a modern item that people would...
0:20:18 > 0:20:19There's a lot of wooden floors.
0:20:19 > 0:20:21But whole shops just do rugs.
0:20:21 > 0:20:24You'd need to fill the shop with rugs, so that you can...
0:20:24 > 0:20:27I've always said, "You don't do it if you can't do it properly."
0:20:27 > 0:20:30- We can't do it properly.- I think if we had a little section
0:20:30 > 0:20:31where we could display certain samples...
0:20:31 > 0:20:34My argument is very simply
0:20:34 > 0:20:36that you're trying to streamline.
0:20:36 > 0:20:37You can't be all things to all men.
0:20:37 > 0:20:39And who's going to take them?
0:20:39 > 0:20:42What I... I mean, the only... Uh...obviously...
0:20:42 > 0:20:44'Rugs account for only 1% of sales,
0:20:44 > 0:20:48'so arguing to expand them is madness!
0:20:48 > 0:20:51'If these bickering brothers can't even agree on that,
0:20:51 > 0:20:53'Alf Onnie is doomed.'
0:21:01 > 0:21:04And just when I thought things couldn't get any more difficult,
0:21:04 > 0:21:06disaster strikes.
0:21:06 > 0:21:11MUSIC FROM PSHYCO PLAYS
0:21:13 > 0:21:16Alf Onnie has fallen prey to a plague of rats
0:21:16 > 0:21:20and they've chewed through the entire building's electrics.
0:21:20 > 0:21:22TELEPHONE RINGS
0:21:22 > 0:21:23Alf Onnie.
0:21:26 > 0:21:29I must have been very bad in a previous life, that's all I can say.
0:21:29 > 0:21:34Yeah, it seems like two asteroids have collided.
0:21:36 > 0:21:37HE SIGHS
0:21:37 > 0:21:41The last week's been absolutely horrific.
0:21:41 > 0:21:43When we suddenly realised
0:21:43 > 0:21:46that all the electrics are failing in the shop...
0:21:46 > 0:21:47HE SIGHS
0:21:47 > 0:21:48Big stress.
0:21:48 > 0:21:53The rat people came in and they spent nearly four and a half, five hours
0:21:53 > 0:21:56filling all the different holes that they could find.
0:21:56 > 0:21:59And then, just as we were about to finish,
0:21:59 > 0:22:02I saw one rat walking from the back of the shop
0:22:02 > 0:22:05across one of the shelves
0:22:05 > 0:22:07and back down the back of the till.
0:22:07 > 0:22:08So we're by no means finished,
0:22:08 > 0:22:11we still have a big way and a long way to go.
0:22:15 > 0:22:17Finances were bad before,
0:22:17 > 0:22:20but, with a clean-up bill running into tens of thousands,
0:22:20 > 0:22:23the family is now really on the brink.
0:22:23 > 0:22:25With every penny precious,
0:22:25 > 0:22:28they're forced to keep trading amongst the mess.
0:22:28 > 0:22:30SHE COUGHS
0:22:30 > 0:22:32Oh, dear.
0:22:32 > 0:22:33I'm sorry.
0:22:33 > 0:22:36I will get it for you, but this emergency's delayed things.
0:22:36 > 0:22:38- Sorry about that.- No problem.
0:22:39 > 0:22:42Please treat this as a matter of urgency, it's...
0:22:42 > 0:22:45You know, we are in a terrible state here.
0:22:45 > 0:22:48With less than three months left for me to help their business,
0:22:48 > 0:22:51this catastrophe is a major blow.
0:22:58 > 0:23:01But it does provide me with an opportunity
0:23:01 > 0:23:03to launch a new business plan.
0:23:03 > 0:23:07I want them to expand their made-to-measure service
0:23:07 > 0:23:09to include large commercial premises.
0:23:09 > 0:23:12Hotels and schools can offer contracts
0:23:12 > 0:23:15worth hundreds of thousands of pounds.
0:23:15 > 0:23:18'This could be vital for their survival,
0:23:18 > 0:23:22'removing an over-reliance on the local budget buyers.
0:23:22 > 0:23:25'To start them off, I've pulled a favour
0:23:25 > 0:23:29'from the most exacting design director I know - my mother.'
0:23:29 > 0:23:31Afternoon, dear! Very well!
0:23:31 > 0:23:36'One of her responsibilities is signing off contracts for curtains
0:23:36 > 0:23:39'across the whole of our multi-million-pound hotel chain.
0:23:39 > 0:23:42'But would she be prepared to sign up the Alf Onnie boys?'
0:23:42 > 0:23:44I want to see whether they can compete on price,
0:23:44 > 0:23:47I want to see if they've got the patter.
0:23:47 > 0:23:51I want to show them too what contemporary design is like.
0:23:51 > 0:23:54A little bit of nervousness, I guess. I'm a little bit...
0:23:54 > 0:23:59Yeah. I mean, it's not like the normal hotels down the Romford Road!
0:23:59 > 0:24:00THEY CHUCKLE
0:24:00 > 0:24:02So...
0:24:02 > 0:24:06This is a pretty standard room.
0:24:06 > 0:24:09All our hotels, we do the look that suits the country
0:24:09 > 0:24:10that the hotel's in.
0:24:10 > 0:24:13- Right.- So this is supposed to be quite English,
0:24:13 > 0:24:15but not too pompous.
0:24:15 > 0:24:18'Guests pay thousands of pounds a night for the top suites,
0:24:18 > 0:24:21'so it's essential to focus on style
0:24:21 > 0:24:23'to create that elegant five-star feel.'
0:24:23 > 0:24:27But curtain-nerd Jeremy has got all het up
0:24:27 > 0:24:29about some very minor details.
0:24:29 > 0:24:31These are certainly not hand-made.
0:24:31 > 0:24:32That's just chain-stitched.
0:24:32 > 0:24:35- What? What don't you like?- Puddled!
0:24:35 > 0:24:37- Puddled!- That's not puddled!
0:24:37 > 0:24:39It is puddled!
0:24:39 > 0:24:41Oh!
0:24:41 > 0:24:44None of it is weighted.
0:24:44 > 0:24:47I've never ever made a pair of made-to-measure curtains
0:24:47 > 0:24:48where I haven't put weights in.
0:24:48 > 0:24:52I think that'll be like almost, you know, sort of cheaping myself.
0:24:52 > 0:24:55- Do you know what I mean? - Oh, my God, darling!
0:24:55 > 0:24:57I'm going to whore you out now!
0:24:57 > 0:25:00Well, he's very particular in the way he likes things to be done.
0:25:00 > 0:25:04I don't know that your temperament could take doing 130 bedrooms.
0:25:04 > 0:25:05Oh, no!
0:25:05 > 0:25:06SHE LAUGHS
0:25:06 > 0:25:10Darling, it might drive you to the brink of almost breakdown,
0:25:10 > 0:25:12you'd be in a terrible state.
0:25:14 > 0:25:16'I'm beginning to think bringing Jeremy
0:25:16 > 0:25:21'to pitch for business to my mother may not have been such a good idea.'
0:25:21 > 0:25:24You have to understand is not quite the same as doing someone's house.
0:25:24 > 0:25:28Of course, it has to be bloody good quality, it has to be good
0:25:28 > 0:25:30and it has to last, mainly.
0:25:30 > 0:25:34But, you know, having a conniption cos it's not bloody weighted...
0:25:36 > 0:25:38Ultimately, he just needs to find out
0:25:38 > 0:25:40what Mum wants and tell her that he can deliver it.
0:25:43 > 0:25:44Mum.
0:25:45 > 0:25:49Please allow me to introduce you to Kevin and Jeremy Freedman.
0:25:49 > 0:25:52- Hello.- Hello.- My mother, Olga Polizzi.- Hi, nice to see you.
0:25:52 > 0:25:54Come and sit down, Mum.
0:25:57 > 0:26:01Alex of course has told you that we're not into fussy curtains
0:26:01 > 0:26:04and you've seen what we've got here, really simple.
0:26:04 > 0:26:07This is sort of a Victorian hotel
0:26:07 > 0:26:08and it had really heavy curtains.
0:26:08 > 0:26:11It felt as if you were going to be eaten up by them.
0:26:11 > 0:26:13That's the kind of curtains he likes.
0:26:13 > 0:26:15THEY LAUGH
0:26:15 > 0:26:17Despite Mum's clear guidelines,
0:26:17 > 0:26:19Jeremy still thinks he can impress her
0:26:19 > 0:26:22with his most lavish swags and tails.
0:26:22 > 0:26:25I bought this system in
0:26:25 > 0:26:28about 15, 20 years ago.
0:26:28 > 0:26:31I believe it's the best swag and tail system that you can buy.
0:26:31 > 0:26:34It hangs, it drapes very nicely.
0:26:34 > 0:26:38- And it's also...- On Velcro. - On Velcro.
0:26:38 > 0:26:39You know, they're not a cheap item,
0:26:39 > 0:26:42but we do, we do make beautiful swags and tails.
0:26:42 > 0:26:44OK.
0:26:45 > 0:26:49Blabbering on about an antiquated style in a modern hotel
0:26:49 > 0:26:52will not win over clients like my mother.
0:26:52 > 0:26:54'I'm worried that Jeremy might not be the driver for change
0:26:54 > 0:26:56'I'd initially hoped.
0:26:57 > 0:27:00'Maybe Kevin can do better with the price.'
0:27:02 > 0:27:04Uh... 3,419.50.
0:27:04 > 0:27:08I mean, it's not cheap, but it's not top whack.
0:27:08 > 0:27:11So it's a sort of in-between price.
0:27:11 > 0:27:14'Neither the price nor the styling have hit the mark
0:27:14 > 0:27:18'and the Alf Onnie offering is looking distinctly lacklustre.'
0:27:18 > 0:27:21They're obviously very proud of what they do and they do it well
0:27:21 > 0:27:23and what they've done is good quality.
0:27:23 > 0:27:25But it's not something that I would...
0:27:25 > 0:27:27You know, if I saw their work,
0:27:27 > 0:27:31I probably wouldn't go to them for curtains, because...
0:27:31 > 0:27:34- It's very old-fashioned. - It's very, very old-fashioned.
0:27:34 > 0:27:36You know, this is the sort of hotel, a Victorian hotel
0:27:36 > 0:27:39that could...take swags and tails
0:27:39 > 0:27:42and we've got some very high windows...
0:27:42 > 0:27:45And yet, even here, we haven't done them.
0:27:45 > 0:27:49And it's, it's also the materials they're using.
0:27:49 > 0:27:52I know, they're ghastly! They've got brocade.
0:27:52 > 0:27:55You know, brocade is out.
0:27:55 > 0:27:56- Dead!- Yeah.
0:27:56 > 0:27:58I shall tell them you said so.
0:28:01 > 0:28:05'Alf Onnie might have 93 years of heritage,
0:28:05 > 0:28:09'but that's no excuse to continue on in the dark ages.
0:28:09 > 0:28:11'And I've got just less than three months left
0:28:11 > 0:28:13'before I relaunch this business to the public.'
0:28:13 > 0:28:16They are well behind the curve.
0:28:16 > 0:28:20I mean, much of the design of the last 20, 30 years
0:28:20 > 0:28:22seems to have entirely passed them by.
0:28:22 > 0:28:25They really can't afford just to bury their heads in the sand
0:28:25 > 0:28:27and just keep on going as they have been.
0:28:27 > 0:28:29Cos, otherwise, Alf Onnie is, honestly,
0:28:29 > 0:28:32just going to remain a footnote in history.
0:28:32 > 0:28:34The time has come to tackle the fact
0:28:34 > 0:28:38that you're not very au fait with current trends.
0:28:38 > 0:28:39I think you're,
0:28:39 > 0:28:41you're slightly verging on the unfashionable.
0:28:41 > 0:28:43I hate to say this, and wound you deeply.
0:28:43 > 0:28:46- I'd like to ask you a question.- Yeah.
0:28:46 > 0:28:49Where do you get your information about
0:28:49 > 0:28:52that we are out of fashion, I suppose?
0:28:52 > 0:28:57Well, I... By seeing the kind of stuff that you produce, I suppose.
0:28:59 > 0:29:02Jeremy has to be aware of the trends currently in demand
0:29:02 > 0:29:05if he's to win commercial contracts.
0:29:05 > 0:29:08I think we can first put the tiny little side table on
0:29:08 > 0:29:10and then we can bring through the orange mirror.
0:29:10 > 0:29:13I've brought the boys to a shoot in North London
0:29:13 > 0:29:16for the cutting-edge interiors magazine Heart Home.
0:29:16 > 0:29:18So Jeremy can learn to talk the talk
0:29:18 > 0:29:22with professional interior designer Pippa Robinson.
0:29:22 > 0:29:27Laurence, Jeremy, can I introduce you to Pippa?
0:29:27 > 0:29:29This is a shoot that we're doing called Cosy Brights -
0:29:29 > 0:29:33bold pops of colour and we've used it on a background of grey.
0:29:33 > 0:29:35So, I mean, are you familiar with the trends?
0:29:35 > 0:29:37- No.- OK, well...
0:29:37 > 0:29:39'Cosy Brights has gone over their heads.
0:29:39 > 0:29:42'How about the other key looks of the last few years?'
0:29:42 > 0:29:46So shabby chic? Have you heard of shabby chic at all?
0:29:46 > 0:29:47No.
0:29:47 > 0:29:49Shabby chic, believe it or not,
0:29:49 > 0:29:52is been around for about eight years now.
0:29:52 > 0:29:54This one... This is a bit newer,
0:29:54 > 0:29:57it's kind of like the Scandinavian, Danish feel.
0:29:57 > 0:29:59All about the kind of very simplistic,
0:29:59 > 0:30:01organic shape of accessories.
0:30:01 > 0:30:05Um... It'd tend to call it neutral look, whereas...
0:30:05 > 0:30:08Well, neutral is almost a different...
0:30:08 > 0:30:11- Neutral is beige, basically, and sand.- Yeah.
0:30:11 > 0:30:15- I guess is worked over the years - neutral, earthy...- Yes.
0:30:15 > 0:30:16Yeah.
0:30:19 > 0:30:22'To get the biggest contracts with people like Pippa,
0:30:22 > 0:30:25'they need to understand contemporary looks.
0:30:25 > 0:30:28So, I want them to practice creating a cosy, bright scheme of their own.
0:30:28 > 0:30:32- I like that rug. - I like that, Laurence. That retro...
0:30:32 > 0:30:35I love retro radios, anyway.
0:30:35 > 0:30:38- You don't think it would match? - No. Why? That's not retro.
0:30:38 > 0:30:42That to me is very traditional. That's not retro.
0:30:42 > 0:30:45- This is very modern, now.- No.
0:30:45 > 0:30:47No, no, no. I don't like.
0:30:47 > 0:30:50I mean, it is neutral, isn't it? It's very neutral.
0:30:50 > 0:30:53- Yeah, I don't like it. - Sorry, it's messy chic.
0:30:53 > 0:30:55Don't like it. It's not messy chic.
0:30:58 > 0:31:02Shabby chic? Cosy, earth...
0:31:02 > 0:31:05It's like a different language to me.
0:31:05 > 0:31:08I'm starting to think I need to go back to college.
0:31:09 > 0:31:12I don't think you need anything more now.
0:31:12 > 0:31:17You see that, again... You're sticking with oranges and pinks.
0:31:17 > 0:31:20- Bright oranges. - It's all that stuff.
0:31:20 > 0:31:22That's not a bright colour. That's a woody effect.
0:31:22 > 0:31:26I think that's got to... I wouldn't have that. It's out of place.
0:31:26 > 0:31:28- I think it coordinates perfectly. You've got orange.- It's wood.
0:31:28 > 0:31:30- Orange.- It's wood.- Orange.
0:31:30 > 0:31:33But that's not orange. That's wood.
0:31:35 > 0:31:36- Hi.- Hello.- Hello.
0:31:36 > 0:31:40Choices made, it's time to re-dress the set and see
0:31:40 > 0:31:43if Pippa is at all convinced by cosy brights, Alf Onnie style.
0:31:44 > 0:31:47Yeah, well, firstly, I think there's probably
0:31:47 > 0:31:50a little bit too much purple.
0:31:51 > 0:31:54Bright colours is about lots of different colours and if I were
0:31:54 > 0:31:58to give you one look, it has got a bit of a purple feel about it.
0:31:58 > 0:31:59So it's the balance.
0:31:59 > 0:32:02Do you think there's maybe a few too many accessories?
0:32:02 > 0:32:04I'm loving the zigzag cushion,
0:32:04 > 0:32:07but perhaps you could have introduced more of those colours in there.
0:32:07 > 0:32:10The cushion that's got "Love" on it. It's a bit twee for this look.
0:32:10 > 0:32:12This is meant to be strong, modern, graphic.
0:32:12 > 0:32:14So I'd say that's a no
0:32:14 > 0:32:17and also the one with the flower. A bit pretty.
0:32:17 > 0:32:20Prop-wise, the wooden frames and pencil case, the colour's right,
0:32:20 > 0:32:24but the material is not really right. Sorry!
0:32:24 > 0:32:27I'm sure that you think you know everything, but...
0:32:27 > 0:32:28LAUGHTER
0:32:28 > 0:32:30'It's very interesting.
0:32:30 > 0:32:33'I'm not sure we got it completely right,'
0:32:33 > 0:32:36but I really quite enjoyed it.
0:32:36 > 0:32:38It's given me a lot more food for thought.
0:32:38 > 0:32:41I think we've always been very stuck
0:32:41 > 0:32:45in that we'd been brought up in
0:32:45 > 0:32:48the area where we trade from, East Ham,
0:32:48 > 0:32:49which is a traditional area.
0:32:49 > 0:32:54However, it doesn't matter how traditional an area is,
0:32:54 > 0:32:56there's always room for change.
0:33:01 > 0:33:04With the electrics still out, the shop is a sinking ship,
0:33:04 > 0:33:07losing thousands of pounds a week
0:33:07 > 0:33:10and eating up what's left of their savings.
0:33:11 > 0:33:14But, at least with a major overhaul needed anyway,
0:33:14 > 0:33:16it makes it easier to support Jeremy's plans for
0:33:16 > 0:33:20a dramatic change to the chaotic layout.
0:33:24 > 0:33:27So I've asked a leading retail team behind displays for Harrods
0:33:27 > 0:33:31and Marks & Spencer to take on the job.
0:33:31 > 0:33:34I see a complete mishmash of fabrics,
0:33:34 > 0:33:36curtain samples and I'm not entirely certain
0:33:36 > 0:33:39what they're offering is, to be perfectly honest.
0:33:39 > 0:33:42To me, it's just a mess, really.
0:33:43 > 0:33:44On my instructions,
0:33:44 > 0:33:48SFD have totally redesigned the space to be both aspirational
0:33:48 > 0:33:53and streamlined, to create an enjoyable shopping environment.
0:33:53 > 0:33:56Now I need the boys to buy into it.
0:33:56 > 0:33:59- OK.- Plans.
0:34:04 > 0:34:06It looks lovely.
0:34:06 > 0:34:07I'll be honest.
0:34:07 > 0:34:09I love the idea of the chandeliers,
0:34:09 > 0:34:12but Abercrombie & Fitch can keep those.
0:34:12 > 0:34:17- I would have like a low-level table with a couple of chairs.- Why?
0:34:17 > 0:34:20Could it be done like a wedge?
0:34:20 > 0:34:22This one starting flat.
0:34:22 > 0:34:25- Why would you want to do that? - To see into it.
0:34:25 > 0:34:28Zigzag them, give it a bit of dimension.
0:34:29 > 0:34:32That's what I sort of think that we could do.
0:34:33 > 0:34:37Yet again, the boys don't see eye to eye and this time,
0:34:37 > 0:34:41it's my erstwhile ally Jeremy who's out on a limb.
0:34:41 > 0:34:44I would like to see a lot of changes.
0:34:44 > 0:34:47There are things in there I just really do not understand
0:34:47 > 0:34:51and I don't particularly like the idea of, either.
0:34:52 > 0:34:54It's just frustrating.
0:34:56 > 0:35:00And over the next few weeks, Jeremy's perfectionism means
0:35:00 > 0:35:04he wants to change every detail of the plans.
0:35:04 > 0:35:06I am particular.
0:35:06 > 0:35:09I am a person who likes to dot the i's, cross the t's,
0:35:09 > 0:35:11make sure it's as it should be.
0:35:11 > 0:35:14If being exact,
0:35:14 > 0:35:17it makes you difficult to work with,
0:35:17 > 0:35:20then yeah, OK, I'm difficult to work with.
0:35:23 > 0:35:25With Jeremy's persistent meddling,
0:35:25 > 0:35:27the whole venture is at a standstill.
0:35:27 > 0:35:29A design still hasn't been agreed.
0:35:29 > 0:35:33With the shopfitters on the verge of pulling out and now just
0:35:33 > 0:35:38a month from the relaunch, the only way forward is for me to step in.
0:35:38 > 0:35:41I shouldn't be surprised, really, because, as we know,
0:35:41 > 0:35:44Jeremy, Kevin and Laurence are many good things,
0:35:44 > 0:35:47but they are also completely chaotic, extremely disorganised
0:35:47 > 0:35:51and can't agree on anything from one day to the next.
0:35:51 > 0:35:53So, it has delayed the whole process enormously.
0:35:53 > 0:35:56At several points, I thought we were going to lose SFD.
0:35:56 > 0:36:00I want to make sure that we're now on track.
0:36:00 > 0:36:03I know how difficult it has been
0:36:03 > 0:36:08to get a decision on everything, get everything moving.
0:36:08 > 0:36:11And I also understand that this
0:36:11 > 0:36:13is a bastardized design,
0:36:13 > 0:36:16- to be polite.- Mmm.
0:36:16 > 0:36:18Has there been lots of toing and froing?
0:36:18 > 0:36:20Have they changed their minds about decisions?
0:36:20 > 0:36:22You could say that, yes. Quite a few times.
0:36:22 > 0:36:25Version one, version two, version three.
0:36:25 > 0:36:28There's kind of been input from all three of them,
0:36:28 > 0:36:30which is great, they want to be involved,
0:36:30 > 0:36:32but, unfortunately, their opinions are actually
0:36:32 > 0:36:35conflicting with each other and you tend to get
0:36:35 > 0:36:37caught in the middle, trying to find a way through.
0:36:37 > 0:36:41Jeremy's a very passionate guy. Exactly what he wants in his store.
0:36:41 > 0:36:44It's fine to be passionate, everybody's passionate about their business,
0:36:44 > 0:36:46but, end of the day, they've got to make some money.
0:36:46 > 0:36:49And, unfortunately, that passion comes out
0:36:49 > 0:36:53- as him appearing like a massive pain in the arse.- Exactly, yeah.
0:36:53 > 0:36:56- Which I don't think is very helpful for anybody.- No.
0:37:02 > 0:37:04I am really bloody cross.
0:37:04 > 0:37:08'And I intend to go steaming into there and make it absolutely clear
0:37:08 > 0:37:10'to them that they are not to throw
0:37:10 > 0:37:12'a spanner in the works at this point.'
0:37:16 > 0:37:20When I send you someone who is an expert in shopfitting,
0:37:20 > 0:37:23you know, you could occasionally be gracious enough to think that
0:37:23 > 0:37:27somebody knows better and accept that I'm doing my damnedest
0:37:27 > 0:37:29to improve your bloody shop!
0:37:29 > 0:37:33And instead of constantly going back and picking bits
0:37:33 > 0:37:35and not being clear, they feel like
0:37:35 > 0:37:37- you haven't been clear. - Whoa, hang on a minute.
0:37:37 > 0:37:40If somebody says that we haven't been clear, and we've mucked about...
0:37:40 > 0:37:43I find that entirely possible, because you are not clear,
0:37:43 > 0:37:47- you are confused, you are chaotic. - With respect, I completely disagree.
0:37:47 > 0:37:49Look! Look at this!
0:37:49 > 0:37:52What about this suggests that you are not chaotic?
0:37:52 > 0:37:56- I'm very sorry, Alex. I'm really upset that you've come up like that.- I'm upset.
0:37:56 > 0:38:00Well, you might be, but I'm the one that is being held responsible
0:38:00 > 0:38:03and I know that I was very clear, very concise...
0:38:03 > 0:38:06Well, you certainly shout very loudly, darling, but do you
0:38:06 > 0:38:09understand the implications of all the decisions that you're making?
0:38:09 > 0:38:13Yes. I try and tell them exactly how we want it in the first place.
0:38:13 > 0:38:17It's not displaying cheese, it's not displaying a book.
0:38:17 > 0:38:21- It's displaying fairly... - You don't even work in the shop!
0:38:21 > 0:38:23Why is it channelling through you?
0:38:23 > 0:38:25I want to know that from you two.
0:38:25 > 0:38:27Why is it going through Jeremy?
0:38:27 > 0:38:31Why, because the actual fitments part,
0:38:31 > 0:38:37the installation of the actual detail of the fitments...
0:38:37 > 0:38:40Honestly, guys, you've been here a long time.
0:38:40 > 0:38:45You've never fitted out the shop. I have offered you expertise.
0:38:45 > 0:38:47It's not just me drawing on the back of a fag packet.
0:38:47 > 0:38:49And I feel... Actually, you know,
0:38:49 > 0:38:52I really do feel like walking away from it at this point
0:38:52 > 0:38:54and saying, "Fine. You don't like it,
0:38:54 > 0:38:56"you're not happy with it, you're not happy with them.
0:38:56 > 0:38:58"They're certainly not happy with you.
0:38:58 > 0:39:02- "Shall we just say- BLEEP - and leave things as they are?"
0:39:12 > 0:39:15They've had all these years to do whatever they want to the shop.
0:39:15 > 0:39:17I come in, suggest that they get it done,
0:39:17 > 0:39:20give them a plan of action and he is nitpicking.
0:39:28 > 0:39:31It's the first day of the installation.
0:39:31 > 0:39:34With my faith in Jeremy at an all-time low, I've told him
0:39:34 > 0:39:38to stay away from the shopfitters.
0:39:38 > 0:39:41Sadly, he's got other ideas.
0:39:41 > 0:39:43'I want to just keep'
0:39:43 > 0:39:46an eye and make sure that everything's going to plan
0:39:46 > 0:39:51'and that nothing's been forgotten or lost or missed out.'
0:39:51 > 0:39:53Is one bracket enough, there?
0:39:53 > 0:39:55There's some more there, mate.
0:39:55 > 0:39:57Oh, he's brought you them. OK.
0:40:00 > 0:40:02That's badly delivered. Blokes!
0:40:02 > 0:40:08Make sure you sign that as box open, please. Not inspected.
0:40:08 > 0:40:11I'm just thinking if we take the panel off, John,
0:40:11 > 0:40:13and then cut it in to suit and then put it back on.
0:40:13 > 0:40:17Why can't you just cut a slot in there for that?
0:40:17 > 0:40:20When the made to measure fixtures arrive,
0:40:20 > 0:40:23Jeremy thinks he's been short-changed.
0:40:24 > 0:40:28- That's how it was on the drawings. - Well, that's not how I said it.
0:40:28 > 0:40:30How am I going to get to 'em? It's not going to work at all.
0:40:30 > 0:40:33- Well, it will.- Well, it isn't how I told them I wanted it.
0:40:33 > 0:40:35I wanted them all the way along.
0:40:35 > 0:40:37Yeah, I know what the drawing said, but that's not how...
0:40:37 > 0:40:40You saw the drawings, you should've said something.
0:40:40 > 0:40:42- I didn't know.- You said you'd seen the drawings.
0:40:42 > 0:40:45Yeah, all it says on the drawings is just hangers.
0:40:45 > 0:40:47No, no, it shows them on there.
0:40:48 > 0:40:50I don't know what's happened here.
0:40:50 > 0:40:52It's certainly not what I discussed.
0:40:52 > 0:40:54It's not what I planned at all.
0:40:56 > 0:40:59I'm thinking these aren't even going to be able to be used.
0:40:59 > 0:41:01I actually think that, aesthetically, they look better.
0:41:01 > 0:41:04You can get ten or... No, I think you're completely wrong.
0:41:04 > 0:41:06All you'll do is see one, two, three, four,
0:41:06 > 0:41:08five, six, seven, eight hangers.
0:41:08 > 0:41:10What you're thinking of, you won't see any of them!
0:41:10 > 0:41:12You will, cos that's how we were doing.
0:41:12 > 0:41:14How are you going to see any one?
0:41:14 > 0:41:18- Well...- Answer me a question! - You'll see eight.
0:41:18 > 0:41:21- No, you're not going to see any! - Hold on one sec. Hold on.
0:41:21 > 0:41:24Put them in. We'll see, and if you need to change, and put them...
0:41:24 > 0:41:28- The units are standing on top of them!- Listen, one sec. - You won't be able to get them off.
0:41:28 > 0:41:33'Jeremy's very pedantic on how he likes things to look.'
0:41:33 > 0:41:38Yeah, yeah, I just really want to see the end of it, to be honest.
0:41:39 > 0:41:41The layout of the shop is in disarray,
0:41:41 > 0:41:45but with the relaunch just around the corner, I can't get sidetracked.
0:41:45 > 0:41:48They have other big problems, too.
0:41:48 > 0:41:49Jeremy's made to measure business
0:41:49 > 0:41:52has been trading as Freedman Interiors,
0:41:52 > 0:41:55whilst the shop has kept the Alf Onnie name,
0:41:55 > 0:41:56which I think is madness.
0:41:59 > 0:42:00'It seems quite evident'
0:42:00 > 0:42:03to me that there is a tussle in the family
0:42:03 > 0:42:05and that has resulted in there being
0:42:05 > 0:42:08two very distinct halves to this business.
0:42:08 > 0:42:11It's a huge mistake that these two sides of the business
0:42:11 > 0:42:14don't work together as a cohesive whole.
0:42:15 > 0:42:19I've brought the boys to award-winning marketing agency
0:42:19 > 0:42:23Elvis to help resolve this fundamental split in the business.
0:42:24 > 0:42:28'Kevin at least seems keen to play ball, but is surprisingly willing
0:42:28 > 0:42:32'to drop their 93 year association with their grandfather's name.'
0:42:33 > 0:42:36I think the name Alf Onnie,
0:42:36 > 0:42:40people that aren't familiar with that name will not understand it.
0:42:40 > 0:42:42They won't know what that name means,
0:42:42 > 0:42:45what type of business it reflects at all.
0:42:45 > 0:42:48'I do think it is time for a change. I feel that strongly.'
0:42:48 > 0:42:52'John and Anna have led campaigns for international brands like Virgin,
0:42:52 > 0:42:58'Honda and Sky, so the boys would do well to start listening.'
0:42:58 > 0:43:01So, visually there's a lot that we need to sort out,
0:43:01 > 0:43:05but before we can get into that I think the bigger issue, actually,
0:43:05 > 0:43:07fundamentally, is kind of the name.
0:43:07 > 0:43:11Heritage is everything for you guys, you've been there for so long
0:43:11 > 0:43:15and Alf Onnie we liked for lots of reasons.
0:43:15 > 0:43:17One, it's just a bit more distinctive.
0:43:17 > 0:43:19It feels quite East End,
0:43:19 > 0:43:21it feels kind of part of who you are and we sort of felt like that,
0:43:21 > 0:43:25actually, that was, to be honest - might come as a bit of a shock -
0:43:25 > 0:43:30a stronger part, from a branding point of view than Freedman Interiors.
0:43:30 > 0:43:33I'm not necessarily in agreement with that.
0:43:33 > 0:43:36What does Freedman Interiors say to you? I mean, what is it?
0:43:36 > 0:43:37It's so generic.
0:43:37 > 0:43:41It sounds more generic. I mean, Alf Onnie sounds very personal.
0:43:41 > 0:43:44We believe it's not necessarily the name that needs to change,
0:43:44 > 0:43:47it's the way it looks, it's the way you express it.
0:43:47 > 0:43:48Certainly, we're open to...
0:43:48 > 0:43:50'The boys already seem resistant,
0:43:50 > 0:43:54'but I'm hoping they'll be won over by the agency's bold designs.'
0:43:54 > 0:43:58This is our third and preferred version and like John said, I think
0:43:58 > 0:43:59it narrows everything in together,
0:43:59 > 0:44:01we're trying to represent for you guys.
0:44:01 > 0:44:04No, no, no, no. Where's my curtains?
0:44:04 > 0:44:06We want to talk about the craftsmanship and heritage
0:44:06 > 0:44:08that goes into what you do, rather than visually
0:44:08 > 0:44:12trying to show the product that you create in a logo.
0:44:12 > 0:44:13It's incredibly difficult,
0:44:13 > 0:44:16especially because it's something so ornate.
0:44:16 > 0:44:19I don't agree with that, because, for me, that says curtains.
0:44:19 > 0:44:20I think that looks just naff.
0:44:20 > 0:44:23I don't agree. I think it's important.
0:44:23 > 0:44:26That, to me, looks like a tap.
0:44:27 > 0:44:31Seeing something is better than reading something, right? An image.
0:44:31 > 0:44:34These are branding experts,
0:44:34 > 0:44:37- so they do understand how important the visual is.- I realise.
0:44:37 > 0:44:41I've always wanted a logo, but I want it to be the right logo.
0:44:41 > 0:44:43You want it to be curtains...
0:44:44 > 0:44:46- ..really.- Funny enough, that's what we make.
0:44:46 > 0:44:48We make curtains, we make blinds.
0:44:48 > 0:44:52'The boys are in danger of sabotaging yet more expert advice.
0:44:52 > 0:44:55'This time, I won't let that happen.
0:44:55 > 0:44:59'If we can't get it right now, it won't be ready for the relaunch.'
0:44:59 > 0:45:01The reason that the shop is such a mess is
0:45:01 > 0:45:04cos no-one has sat them down and made them make a decision.
0:45:04 > 0:45:07This is the point where they have to make a decision
0:45:07 > 0:45:09and they have to decide on a way forward.
0:45:09 > 0:45:14You have to accept that there are other people who know
0:45:14 > 0:45:16more about something than us.
0:45:16 > 0:45:18We're here to help, but we need to
0:45:18 > 0:45:20really understand exactly where your heads are at.
0:45:20 > 0:45:24I really want us to walk out of this room in 15 minutes with a plan.
0:45:24 > 0:45:26The representation of curtains,
0:45:26 > 0:45:30in whichever fashion we choose to progress, is going to be key.
0:45:30 > 0:45:34I'm going to go in for bat for the colour, cos actually the purple,
0:45:34 > 0:45:36I think it's really strong
0:45:36 > 0:45:39and I think it will work particularly well inside the store,
0:45:39 > 0:45:42where you've got lots of other colours that are surrounding it.
0:45:42 > 0:45:45So, I think, actually, if we put those elements together,
0:45:45 > 0:45:48then I think we're actually not in too bad a place.
0:45:48 > 0:45:49What do you think?
0:45:49 > 0:45:52You look like you've been hit over the head twice with a baseball bat.
0:45:52 > 0:45:57Look at him. Are you feeling bullied? I don't mind if you are.
0:45:57 > 0:46:00We think, if we're going to have a complete...
0:46:00 > 0:46:06almost a change, a reinvigoration, then, yeah,
0:46:06 > 0:46:08I think it could certainly work.
0:46:08 > 0:46:11- Yeah, I'm happy to try. - Certainly work.
0:46:11 > 0:46:13- Brilliant.- Let's just take it.
0:46:13 > 0:46:17I think that's as good as we're going to get. Let's take it. Yay!
0:46:17 > 0:46:19'Jeremy may have got his way with the curtain logo,
0:46:19 > 0:46:21'but at least they've agreed a design
0:46:21 > 0:46:25'and they've signed up the colour and are keeping the name.'
0:46:25 > 0:46:28I had to really bully them into making a decision,
0:46:28 > 0:46:31but we have to make decisions and move forward,
0:46:31 > 0:46:34otherwise they're going to be stuck in the glue of the past,
0:46:34 > 0:46:36which is where they've been stuck,
0:46:36 > 0:46:38as far as I can see, for the last 20 years.
0:46:38 > 0:46:41And I honestly think that this is their chance
0:46:41 > 0:46:44either to change and prosper or to wither.
0:46:48 > 0:46:51And there's another step in the right direction.
0:46:51 > 0:46:54They seem to have learned from that earlier mistakes
0:46:54 > 0:46:57and Jeremy has managed to land a trial commercial contract
0:46:57 > 0:46:59with the University of East London.
0:46:59 > 0:47:03Kevin's making a delivery of a batch of 15 tailor-made curtains.
0:47:03 > 0:47:04- Hello.- Hi.
0:47:04 > 0:47:08Tape top, flame retardant tape as well, actually.
0:47:08 > 0:47:10I'll put that in for you.
0:47:10 > 0:47:11And...
0:47:13 > 0:47:16..they've weighted those in for you, as well.
0:47:16 > 0:47:19- You have, haven't you.- Yes. - Brilliant.
0:47:19 > 0:47:23- Yeah, fantastic.- The students can get some sleep, now, with the sun out.
0:47:23 > 0:47:25- It'll be nice.- Perfect timing.
0:47:25 > 0:47:29For now, the order is only worth £1,800, but with 1,100 rooms,
0:47:29 > 0:47:32if all goes well, it could be a gold mine
0:47:32 > 0:47:35and drastically reduce their reliance on local footfall.
0:47:35 > 0:47:38- Brilliant.- All right. - 'They really have been excellent.
0:47:38 > 0:47:40'I've been really pleased with how they've worked.'
0:47:40 > 0:47:44Really knowledgeable about what was available in such a short period of time, so I've been pleased.
0:47:44 > 0:47:47It's one good step forward, but with just two days
0:47:47 > 0:47:51before the relaunch, the shop is still a total mess.
0:47:56 > 0:47:58Even the dreaded furry friends are back.
0:47:58 > 0:48:02This time, they're making quite a different impression.
0:48:02 > 0:48:05That's quite unbelievable!
0:48:05 > 0:48:06It's ratatouille!
0:48:10 > 0:48:12Oh, that's revolting.
0:48:17 > 0:48:19Inside the shop, it is no laughing matter.
0:48:19 > 0:48:22Jeremy has changed the designs yet again
0:48:22 > 0:48:24and he's still not happy.
0:48:24 > 0:48:28- It sits on top of that.- Is that what he's thinking of doing? Oh, my God.
0:48:28 > 0:48:31But the biggest stumbling block is not Jeremy's fault.
0:48:32 > 0:48:35A problem with the delivery is threatening
0:48:35 > 0:48:37to completely derail the relaunch.
0:48:37 > 0:48:39Oh, no.
0:48:40 > 0:48:42This is just impossible.
0:48:42 > 0:48:46We are really in trouble with this, aren't we?
0:48:48 > 0:48:52'Nobody ever does quite what they say they're going to do.'
0:48:52 > 0:48:54I've got no ready-mades to show,
0:48:54 > 0:48:56I've got no blinds to show.
0:48:56 > 0:49:01So it's like three-quarters of the business is not being shown.
0:49:01 > 0:49:04Lord knows how I'm going to get everything, merchandise and display.
0:49:04 > 0:49:06It's just a nightmare.
0:49:07 > 0:49:11The one positive thing is just how hard Jeremy
0:49:11 > 0:49:14and his brothers are working to bring their shop into this century.
0:49:14 > 0:49:16But time is running out.
0:49:29 > 0:49:32'It's the day of the relaunch.'
0:49:33 > 0:49:38I'm very worried in case Jeremy's meddling has made
0:49:38 > 0:49:39a complete pig's ear of this.
0:49:39 > 0:49:44I really have no idea what I'm walking into at all.
0:49:45 > 0:49:48'But, for once, it's me that's in for a shock.'
0:49:55 > 0:49:59It looks like a different place. I just can't believe it!
0:50:01 > 0:50:05They've done the ironwork, they've done the signage.
0:50:05 > 0:50:07Look how light it is. It looks enormous!
0:50:07 > 0:50:12I'm so thrilled that they agreed to adopt this branding.
0:50:12 > 0:50:16I love the colour, I love how clear the lettering is.
0:50:18 > 0:50:21I mean, honestly,
0:50:21 > 0:50:24it's come into this century.
0:50:26 > 0:50:29- Hello.- Hello!
0:50:29 > 0:50:32I can't believe it!
0:50:32 > 0:50:34I'm so excited!
0:50:34 > 0:50:36It's so lovely to see you.
0:50:36 > 0:50:39It's so lovely to be here. I can't believe this!
0:50:39 > 0:50:41It looks enormous.
0:50:41 > 0:50:45- I had no idea I was going to be so excited!- Nice to hear.
0:50:45 > 0:50:48We are so thrilled to hear that. Honestly.
0:50:48 > 0:50:52Darling, I feel like a little tear behind my eye.
0:50:52 > 0:50:54Let it roll. Let it roll.
0:50:55 > 0:50:59'I'm amazed that despite all the last-minute changes,
0:50:59 > 0:51:01'the results are still truly stunning.
0:51:01 > 0:51:04'As well as having an initial wow factor,
0:51:04 > 0:51:09'the shop is now clearly split into easy to browse areas.
0:51:09 > 0:51:12'Jeremy's made to measure display makes a real impact
0:51:12 > 0:51:16'with its colour-coordinated pods and on trend fabrics.'
0:51:17 > 0:51:19They look fab!
0:51:19 > 0:51:24'They even have interior design tips for any extra accessories.
0:51:25 > 0:51:28'Most importantly, the mountains of blankets,
0:51:28 > 0:51:31'linens and doormats have been consigned to the skip
0:51:31 > 0:51:33'and there is the space to enjoy what they do best,
0:51:33 > 0:51:36'curtains and blinds.'
0:51:37 > 0:51:42I had no idea that you were going to manage it so well. I really didn't.
0:51:42 > 0:51:46- I was quite nervous. That sounds rude, doesn't it?- No.
0:51:46 > 0:51:49- But it is...- No ruder than normal.
0:51:49 > 0:51:53It's an incredible transformation, but, in the rush to get it
0:51:53 > 0:51:58finished, one or two things have been brushed under the carpet.
0:51:58 > 0:52:01Dirty little secrets.
0:52:02 > 0:52:05'The boys have really pulled it all together in the last few days,
0:52:05 > 0:52:10'but a sparkling new shop with no-one in it is no use to anyone.
0:52:13 > 0:52:17'I want them to spread the word of their revamp far and wide,
0:52:17 > 0:52:21'so they're using their heritage to try and stand out from the crowd.'
0:52:21 > 0:52:23Come and see our grand opening!
0:52:23 > 0:52:26Curtains and blinds at Alf Onnie's!
0:52:26 > 0:52:30Come and see our family business, Alf Onnie!
0:52:30 > 0:52:33We're reopening our new showroom today.
0:52:34 > 0:52:37Family business, curtains and blinds.
0:52:37 > 0:52:41For your home, your offices. Come and see!
0:52:41 > 0:52:45Alf Onnie's new curtain and blind showroom!
0:52:45 > 0:52:49But, just hitting the locals won't cut it.
0:52:49 > 0:52:52For this business to succeed, it's the commercial contracts that
0:52:52 > 0:52:56really count, so, they're inviting the biggest regional players.
0:52:56 > 0:52:58- Jeremy Freedman.- Hi.
0:52:58 > 0:52:59We'd like to invite you down
0:52:59 > 0:53:01- and we hope you can make it. - With pleasure.
0:53:02 > 0:53:05'It looks like word of their transformation has even
0:53:05 > 0:53:07'got them in the press.
0:53:09 > 0:53:12'I think the boys may have managed to pull it out of the bag.
0:53:12 > 0:53:15'But, in the end, it's not my opinion,
0:53:15 > 0:53:18'but that of the paying customer, that really matters.'
0:53:19 > 0:53:22We now declare the showroom open!
0:53:22 > 0:53:26CHEERING
0:53:32 > 0:53:35- It's the way we want it.- It's a nice transformation. Isn't it great?
0:53:35 > 0:53:39PEOPLE CHAT
0:53:39 > 0:53:42My family have been coming here for five generations,
0:53:42 > 0:53:44so I love Alf Onnie's anyway,
0:53:44 > 0:53:47but this has made it that much easier to browse.
0:53:47 > 0:53:50They're always on hand to help and advise
0:53:50 > 0:53:52and I think it's just lovely.
0:53:52 > 0:53:54The curtains on the ceiling, they blocked the light up,
0:53:54 > 0:53:56you had to duck under 'em to get through.
0:53:56 > 0:53:59Now they've got rid of them, although there's not
0:53:59 > 0:54:03so much on display, you can actually see more of what they have got.
0:54:03 > 0:54:06Looks like modern. You know, it's vibrant now.
0:54:07 > 0:54:11'The new upmarket look is proving a hit with the locals.
0:54:11 > 0:54:14'And commercial clients with contracts worth
0:54:14 > 0:54:17'thousands of pounds have also come for a look.'
0:54:17 > 0:54:19- How you doing? - Hi, nice to see you.
0:54:19 > 0:54:22People who deal with the contracts for various universities,
0:54:22 > 0:54:27designers letting agents, and people from the council,
0:54:27 > 0:54:31who I know the boys have been desperate to get a hold of.
0:54:31 > 0:54:34I think tonight has been a great opportunity for them to meet us
0:54:34 > 0:54:38and just put names to faces and to work with local companies
0:54:38 > 0:54:40and local shops like this would be brilliant.
0:54:40 > 0:54:44So, yeah, I think it's definitely been really good for them and for us to meet.
0:54:45 > 0:54:49You've put that effort in and so it's all on your backs and,
0:54:49 > 0:54:51you know, guys, you're going to go from strength to strength.
0:54:51 > 0:54:55I know you are. To Alf Onnie's and the next 90 years.
0:54:55 > 0:54:59- A-ha! Hear hear. - Thank you very much.- Lovely.
0:54:59 > 0:55:01The process has been incredibly hard,
0:55:01 > 0:55:03but we've done it
0:55:03 > 0:55:05and it's exactly how I wanted it
0:55:05 > 0:55:08and I'm really delighted and
0:55:08 > 0:55:11grateful to everybody that's played a part in it.
0:55:11 > 0:55:13Seeing people startled
0:55:13 > 0:55:17and surprised at the transformation of the shop, it's been great.
0:55:17 > 0:55:20I knew it would all come good in the end.
0:55:22 > 0:55:25Dad Brian has had some doubts along the way,
0:55:25 > 0:55:29but is he won over by what his sons have achieved?
0:55:29 > 0:55:31I'm very proud of my sons.
0:55:31 > 0:55:35They've turned out something I think is fantastic.
0:55:37 > 0:55:40Couldn't believe that it could be done,
0:55:40 > 0:55:42but it is superb.
0:55:42 > 0:55:44I feel really enthused
0:55:44 > 0:55:48and happy that this has been such a good result.
0:55:48 > 0:55:50They're set up much better now
0:55:50 > 0:55:53to service, commercial, contract work.
0:55:53 > 0:55:56They're not going to put off their local customers.
0:55:56 > 0:55:58I think the future looks pretty rosy
0:55:58 > 0:56:00for Alf Onnie's.
0:56:06 > 0:56:08Once the dust has settled,
0:56:08 > 0:56:12are the brothers still bickering or is business booming?
0:56:13 > 0:56:15Thank you very much indeed.
0:56:15 > 0:56:17Sometimes it's easy to slip back into your old habits,
0:56:17 > 0:56:20but, no, we've made a determined effort
0:56:20 > 0:56:22and boxed each other's ears if one of us
0:56:22 > 0:56:24has perhaps gone down that road.
0:56:25 > 0:56:28'Customers have been really surprised.'
0:56:28 > 0:56:31Eyes have lit up and they think it's quite a transformation.
0:56:31 > 0:56:34We've had mornings where we can't cope, it's been mobbed.
0:56:34 > 0:56:37I think it's been the wow factor, really, for a lot of them.
0:56:37 > 0:56:39There's one or two that think
0:56:39 > 0:56:41probably the prices have gone up.
0:56:41 > 0:56:44Very nice. Very, very nice.
0:56:44 > 0:56:46- It's posh.- Posh, right.
0:56:46 > 0:56:48In this town, it's posh.
0:56:48 > 0:56:52OK, OK. Well, posh shop, but not posh prices.
0:56:52 > 0:56:54Yes, that's true. That's true.
0:56:54 > 0:56:58They may not be cutting edge, but the biggest increase has been
0:56:58 > 0:57:03in nets, which have contributed nearly a 10% growth in sales.
0:57:03 > 0:57:05We've been really busy with net curtains,
0:57:05 > 0:57:09which I think is definitely a result of the way we've displayed them.
0:57:09 > 0:57:12They've even updated their antiquated account system,
0:57:12 > 0:57:14to finally join the 21st century.
0:57:14 > 0:57:16We'll probably wonder
0:57:16 > 0:57:18why I hadn't done it a long time ago.
0:57:20 > 0:57:22The commercial push is paying off, too.
0:57:22 > 0:57:24Jeremy's won another big contract,
0:57:24 > 0:57:26this time with Redbridge College.
0:57:27 > 0:57:31It could be the beginnings of an Alf Onnie empire.
0:57:32 > 0:57:34We have 84 classrooms at the college
0:57:34 > 0:57:36and executive areas and staff rooms.
0:57:36 > 0:57:38We've got blinds everywhere, so
0:57:38 > 0:57:41I think we'll keep them busy for a while.
0:57:41 > 0:57:43It will tilt either way.
0:57:43 > 0:57:46The slats must always be in this direction.
0:57:46 > 0:57:50And then you can pull the slats along.
0:57:50 > 0:57:52But, however big they get,
0:57:52 > 0:57:56Jeremy will always be on hand to dot every i personally.
0:57:56 > 0:57:59BLINDS SLIDE
0:58:00 > 0:58:01Perfect.
0:58:01 > 0:58:04Small enough to care, big enough to cope.
0:58:04 > 0:58:07You know what, I'm going to use that as my next hook.
0:58:07 > 0:58:11And I'm astonished to see he's now even happy to serve in the shop.
0:58:11 > 0:58:13..or have you gone on the outside?
0:58:13 > 0:58:15This is really nice, as well. These are veneers.
0:58:18 > 0:58:21But, perhaps that's because he got what he wanted.
0:58:22 > 0:58:25'I have to say, one of the nicest things is'
0:58:25 > 0:58:27that I've got my way.
0:58:27 > 0:58:30I wanted rid of the linens, I wanted rid of the rugs.
0:58:30 > 0:58:33The contacts that we've got now coming through,
0:58:33 > 0:58:36I'm very excited for the future.
0:58:45 > 0:58:47# Mess around
0:58:47 > 0:58:50# I'm doing the mess around
0:58:50 > 0:58:52# They're doing the mess around
0:58:52 > 0:58:55# Everybody's doing the mess around
0:58:57 > 0:59:01# Now, you see that girl with that diamond ring
0:59:01 > 0:59:04# She knows how to shake that thing... #
0:59:04 > 0:59:06Subtitles by Red Bee Media Ltd