Additional money was spent appointing external consultants to assist shop staff in customer service, merchandising and upselling.

In an attempt to change the culture of the organisation, the focus was shifted from total daily takings to average transaction value (ATV) as a measure of a store's success.

This shift in culture was largely well-received yet was difficult for the more parochially minded staff who were not comfortable pushing sales onto customers.

On 8 October 2008[5] Kroll Corporate Advisory & Restructuring Group (now known as Zolfo Cooper Europe)[6] were appointed administrators of the company.

[3] On 28 November 2008[7] it was announced that Card Factory had purchased 76 of the group's 288 stores as part of a rescue package, securing around 500 of the 1800 jobs.

This proximity led some customers to confuse Card Factory as a sister company or affiliated brand, despite offering similar, if not the same products at the same or significantly lower prices.