Sad as it is, the market for such a shop is very limited. But you have to ask why he thought he could make a go of it when the previous owner couldn't. That also goes for the prospective new owner!

Perhaps he ought have looked at opening it as a piece of history if he could have gained support from the relevant authorities and related attractions?

Prior to doing an MBA, a couple of us looked at a museum that was in deep trouble. We created a very (at that time) innovative business plan and pointed the place in the direction of supportive funding. I'm very pleased to say that over 25 years later the place is still going.

Sometimes you just need look beyond the obvious.

Sad news; I only ever bought 1 or 2 things from there, but I always enjoyed having a look around: http://www.warwickcourier.co.uk/news/business/end-of-victorian-era-in-town-shop-1-6523849