The second episode charts the company's reinvention from 100 small shops to a retail empire ruled by founder Jack Cohen, who decided to change his business model in order to offer lower prices to cash-strapped customers in post-war Britain. In the years to come, Jack continued to expand the business and opened bigger stores, and also implemented a customer loyalty scheme which helped to dramatically increase the brands popularity in the 1960s. The story of the past is set against behind-the-scenes filming in 2020, connecting the milestones of the company's history and the business today.