III - Amendment application
33 I turn then to the amendment issue. On Friday 23 April 2010 - the 12th day of the trial - the applicants sought leave to file a second further amended statement of claim. I heard argument on that day and refused the application.
34 The proposed amendments related to paragraphs 27 and 53 of the further amended statement of claim ("the FASOC"). The application was first raised in Court late on Thursday 15 April 2010 which was the sixth day of the trial. The present FASOC is 55 pages in length and occupies 81 paragraphs. That pleading, in turn, was the result of a grant of leave following a substantial contested amendment application together with an application for summary dismissal: Morris v Danoz Directions Pty Ltd (in Liq) (No 1) [2009] FCA 134. The trial commenced on 7 September 2009 and was adjourned part heard to 12 April 2010. At the close of the Court on Friday 23 April 2010 the evidence had been completed and the matter was adjourned for the purpose of final submissions.
35 Despite the relative breadth and duration of the proceeding the issues between the parties are reasonably straightforward. The applicants purchased a number of franchises from the first respondent, Danoz Directions, to run retail stores to be known as "Danoz Directions". The applicants, who are members of the same family, allege that they were told a number of matters by Danoz Directions (and by a number of its officers) that they were induced by those statements into buying the franchises and that the statements were misleading and deceptive and therefore contrary to s 52 of the Trade Practices Act 1974 (Cth). They claim damages from several of the officers of Danoz Directions who they claim were knowingly involved in the making of the representations.
36 To grasp the issues which arise on the amendment application it is necessary to have some understanding of four concepts which had been explained in the evidence by the time that the application was made. The first concerns the direct television marketing business conducted by the fourth respondent TVN. That company was in the business of direct marketing of retail consumer products on television by means of product displays on popular daytime programs such as the Kerry-Anne Kennerley Show and also by means of longer "infomercials" both on free to air television and subscription television services. Persons viewing these programs who felt moved to purchase a product could telephone a call centre and acquire them readily using a credit card.
37 The franchises bought by the applicants were intended to be a retail complement to that structure. Such an arrangement was likely, apparently, to capitalise on customers who saw the products on television but who either liked to touch or feel a product before purchasing or who did not have a credit card and hence could not purchase items over the telephone.
38 The second concept concerns the constant appetite for new products which the business of TVN engendered. New products were discovered at trade fairs, tested on day time television shows and, if encouraging sales figures ensued, further developed but otherwise allowed to lapse. Amongst this constant flow of ever-changing products - items like carrot slicers, button sewers and tummy tautners - there was a kind of product which stood out from the rest and commanded constant public demand. This kind of product - with which the third concept is concerned - was known in the business as a "hero product" and such products were greatly valued by those running businesses such as TVN's.
39 The fourth and final concept concerns two of these "hero products". The first was known as the "AbTronic" which was a device said to improve the state of a consumer's abdominal muscles by using electric currents and requiring little effort on the consumer's part to achieve visually pleasing results. The "AbTronic" had been a successful "hero product" until 2002 when the Australian Competition and Consumer Commission ("ACCC") commenced proceedings against Danoz Directions about the claims made for the AbTronic. These proceedings were ultimately determined in the Commission's favour on 22 August 2003: Australian Competition and Consumer Commission v Danoz Direct Pty Ltd (2003) 60 IPR 296. The demise of the "AbTronic" was followed by the rise of a new hero product - "the Abswing" - which, through different and this time mechanical means, offered the hope of better abdominal muscles.
40 The present case is concerned with the Morris family's decision to acquire Danoz Directions franchises in 2003-2004. Paragraph 27 of the FASOC contained five representations allegedly made to them by a Mr Amler who worked for Danoz Directions and whose duties included the sale of franchises. These statements were said to have been made on 8 September 2003 at a meeting with the members of the Morris family at premises at 15 Orion Road, Lane Cove or subsequently, by telephone, with Mr Morris. These representations are alleged to have been as follows:
Between 8 September 2003 and December 2003, the First Respondent by the Second Respondent represented to the Applicant that:-
(a) the First Respondent had a large product range and was continuously introducing new products to its range;
(b) the First Respondent had an exclusive product range;
(c) there was increasing demand for Danoz retail products;
(d) as a Danoz Directions franchisee the Applicant would have the benefit of the Emjoi range of women's beauty products which were exclusive to the Danoz Group;
(e) as franchisee they would have the benefit of the Princess range of electrical kitchen appliances which were exclusive to the Danoz Group.
41 At paragraph 53 of the FASOC these statements were said to be misleading and deceptive because:
(a) the Princess range was withdrawn from the product range available to franchisees;
(b) before the Princess range was withdrawn, the First Respondent or its related entities were selling Princess range products to competitors of franchisees, including Myers and David Jones, at a price enabling those competitors to undercut prices charged by franchisees;
(c) Abtronic, the primary 'hero' product, had seen declining sales since 2003 and was not able to be further marketed after August 2003 due to an undertaking made in the Abtronic Proceeding but this was not disclosed to the Applicant;
(d) no replacement hero product was found to replace the Abtronic product;
(e) the Emjoi range of products was not exclusive to the Danoz Group and was being sold by department stores and chemists at lower prices than the price at which it was supplied to franchisees of the First Respondent;
(f) the range of goods available to the First Respondent's franchisees was limited and many of the products were from older inventory that the Danoz Group had not sold such a Guitar and lesson kit, Electronic Business Card scanner, Roy Orbison CD collector packs.
42 It will be observed that, as framed, these allegations did not raise for consideration any question about the performance of the "Abswing" in and following 2003. Instead, the only point about the "Abswing" or the "AbTronic" being made was that the "AbTronic" had been in decline since 2003. That allegation was itself, however, merely one of the ways in which the representations pleaded in paragraph 27 was said to be falsified. Those representations were not concerned either with the "Abswing" or the "AbTronic". Indeed, the allegedly declining status of the "AbTronic" after 2003 would only appear to falsify the representation in paragraph 27(c).
43 The proposed amendments would add two additional allegations about representations made at the Orion Street meeting. They consist of the addition of two subparagraphs to paragraph 27 in the following terms:
(cc) the Abswing was currently the hero product and had been successful for a long time;
(dd) a hero product was important in terms of attracting sales and the key to the success of a Danoz business.
44 These were now said to be falsified by new allegations inserted into paragraph 53 in these terms:
(c) the Abswing had been the primary 'hero' product since late 2002 but had seen declining sales since 2003 and was coming to the end of its useful life as a hero product.
(d) no replacement hero product was found and promoted to replace the Abswing product.
45 Mr Perry submitted that there was no controversy about the making of the statements now to be inserted in paragraph 27. In this there is no dispute that he is correct. There is no issue between the parties that the AbTronic ceased to be a hero product in 2002 when the ACCC became involved. Nor is there any debate that by 2002 the Abswing had taken over from the AbTronic as the new hero product. Mr Perry took me to evidence from both parties which showed that this was so and I accept it to be the case.
46 The real issue on the application, however, was not whether the Abswing was the hero product in 2002 - it plainly was - but whether, as paragraph 53(c) and (d) would now suggest, its sales were beginning to decline in late 2003 and that it was coming to the end of its useful life as a hero product.
47 Mr Perry submitted that there was no real dispute that sales of the Abswing were declining in 2003/2004. To make good this point he emphasised four aspects of the evidence. These were:
(a) Paragraph 31 of the statement of Mr Amler. In this paragraph Mr Amler gave evidence for the second, third, fifth and sixth respondents that sales of the Abswing had began to decline in or around November 2002.
(b) Paragraph 117 of the statement of Mr Goodman. This paragraph intimated that sales of the Abswing began to decline in early to mid-2004. Mr Goodman, however, was not called and the paragraph in question is not in evidence. The point however was that it was said to show that there was no real question of prejudice to the respondents because the matter was not really in dispute.
(c) The cross-examination of Mr Jovani. Mr Jovani was called by the applicants and gave evidence about hero products in general and the Abswing and AbTronic in particular. The point made was that he had been cross-examined about whether the Abswing was selling well in September 2003 or early in 2004 to which he had replied, in substance, that it had been but that 2004 marked the beginning of a downturn in sales. Mr Perry submitted that there could be, in those circumstances, no suggestion that the respondents had been denied the capacity to cross-examine on the question because they had, in fact, done so.
(d) The ability of witnesses to be recalled. Mr Perry submitted that to the extent that there were any issues about cross-examination of witnesses who had already been called, this could readily be cured by the recall of those witnesses. In that regard, he noted that the respondents' case had not closed and that his own witnesses could readily be returned to the witness box if necessary.
48 Until the amendment was articulated it had not been an issue in this proceeding for the respondents to prove anything about whether sales of the Abswing were declining from late 2003. The fact that it was not an issue is reflected, I think, in the inconsistency in the evidence tendered on their behalf on this topic. The proposed pleading alleges a decline from 2003 but Mr Amler's evidence is that the decline was from 2002 and, if Mr Goodman had been called, his evidence would have been that the sales had declined from early to mid 2004. Neither Mr Baskin nor Mr Hunt, who were called by the respondents, gave evidence about sales of the Abswing in 2002. And, indeed, Mr Goodman's proposed evidence that the sales began to decline in early to mid-2004 would have supported the respondents in denying the proposed case because it is inconsistent with the proposition that sales were declining in 2003. The respondents submitted that they would have run their case differently had the issue been raised at an earlier time and, one might think, an exploration of Mr Baskin's and Mr Hunt's evidence on the issue together with a different approach to whether Mr Goodman should be called are, at least, some obvious ways this might have occurred.
49 But there are other problems too. Mr Raine, the solicitor with the day to day carriage of the proceeding for the respondents, gave evidence that he had reviewed a very substantial body of documentation consisting of 54 boxes produced by TVN and that his review had not included looking at this material from the perspective of the sales of the Abswing at the end of 2003. He made a similar point in relation to the documents held by the liquidator of Danoz Directions. Mr Foreman submitted that to meet a case based on declining sales in 2003 this material would need to be looked at again with the attendant cost and expense that that would necessarily entail.
50 I accept that submission. If this issue were now to be raised I do not see how I could deny to the respondents the right to recall Mr Baskin and Mr Hunt and to reconsider afresh the decision not to call Mr Goodman. I would also need to permit them the opportunity to re-examine the substantial documentation in the case and to consider additional tendering of documents and perhaps the additional cross-examination of Mr Morris and Mr Jovani.
51 To accede to that course would require further hearing time. The position, but for the present application, is that the evidence is finished and final submissions are being prepared. I do not doubt that in appropriate circumstances an amendment could be granted. However, I do not think that this is one of those cases. Events in this case happened over six years ago and memories are likely to be beginning to fade. The case has come on twice, no doubt with all the stress and expense for the parties which accompany the conduct of trials in which personal reputations and fortunes are in focus. Even in such a case, such a course might still be undertaken if the reason for the late raising of the point were laid before the Court. Here, however, I am asked to disturb the ordinary running of the case, at the heel of the hunt, with the potential for great stress, delay and expense without any explanation of why it is that the question now under consideration was not raised well in advance of the trial. It is not necessary to determine whether the absence of such an explanation invariably means that applications such as the present must be refused. It suffices only to say that given the matters to which I have adverted this is not an appropriate case in which to grant an amendment.
52 It was for those reasons that I refused the application.
I certify that the preceding fifty-two (52) numbered paragraphs are a true copy of the Reasons for Judgment herein of the Honourable Justice Perram.