Peter had a tremendous ability to get inside the mind of Churchs customers, China tours and had the invariable knack of knowing what they wanted before they even knew it themselves. He was instrumental in the building up the prosperous ‘customer base that sustained Churchs during the post war period. Peter was also crucial in the decision making regarding the China tour deals direction of the business.
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The introduction of collection such as Lladro wouldn't have happened without Peters invaluable input, and the Lladro collection certainly has been popular.In 1965, Wilfrids son Vivian, now heading the business, took the bold step of taking on the other side of the front of Affordable china tour packages the Arcade. This gave the business and imposing frontage, and several thousand square feet of showrooms on three floors.The shop featured a very early Express lift.
Vivians sons Philip, Richard and Stephen, today all involved in the business, have vivid memories of the clanking old lift, with its ‘concertina iron gates, a potentially lethal trap for idly wandering fingers. It is extraordinary to think in these days where customer access is so important to retail success, and where Fire Regulations are so strict, that with no staircase, the sole means of passage between floors was in a rickety old lift.The Lladro collection has certainly helped this business to thrive, and hopefully will continue to do so or many years. But how many more businesses have found that Lladro has been one of their best selling China travel service collections The Lladro sales just continue to grow, and with them old and new businesses alike.