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Guiseppe found his father's advice useful but soon decided that the company needed a change of direction. He felt that the image that it had acquired over the years was a real barrier to significant growth. He believed that real growth could only be achieved if the company became more attuned to the changes that had occurred in the children's clothes market in recent years. Children were becoming fashion-conscious at an earlier age and were exerting an increasing influence on their parents' buying decision. Guiseppe also felt that the retail outlets that the company supplied in the past were unlikely to be an adequate base for future growth. Most were small owner-managed retail businesses that had suffered for some time from the general effects of an economic recession, which had a bad effect on the size of the children's market, and from the specific problem of increasing competition from large multiple stores and mail order operations.
On taking over, Guiseppe commissioned a leading fashion designer to design a new range of children's clothes for the company. Within a fairly short period, the designer created a range of nylon leisurewear/sportswear clothes using bold primary colours for children in the 8-12 year age group. Guiseppe was excited by the new range and, through a former business associate, arranged for a buyer from a large chain store, Beta plc, to inspect the designs. The buyer was impressed and, after some negotiation, it was agreed that Beta plc would purchase the new range of products for sale through its stores. The contract from Beta plc was for 拢310,000 in the year to March 2001 and 拢455,000 in the following year. At the end of the year to March 2002, the fashion designer was commissioned to create a new range of products for the company as it was felt that the existing range had come to the end of its life cycle. The new range was also received with enthusiasm and it lead to orders from Beta plc worth 拢390,000 and which were for delivery during the year ended March 2003.
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