unbeatable savings ... guaranteed!
01384 77444
Why choose?

William & Sons was originally founded in 1996 by William Cole & his eldest son, William Jnr., with the firm belief that finding new home furnishings is so much easier when everything is under one roof. That's why at William & Sons you'll find everything you need to furnish every room in the home - from the major purchases like upholstery, beds, dining and bedroom furniture, right down to the finishing touches of occasional furniture, mirrors, pictures and lamps.

We're Merry Hill’s Largest Furniture Superstore!

With over 35,000 sq ft of floor space, our extensive showroom is spread over two huge floors with over 200 individual living room displays of sofas, corner groups & occasional furniture, dining and living room furniture, bedroom & bedding furniture!

We Stock Leading Brand Name Furniture!

The depth of products, in a variety of different styles, matches the size of our showroom! We stock many of the leading furniture brands such as Alstons, Buoyant, Wade, Morris, Kingstown, Mark Webster, Harrison Beds, Myer’s, Rest Assured, Silentnight & Slumberland.

Our Outstanding Customer Service
Our Sales & Sales Support Teams are committed to achieving the highest possible standards in personal customer service wherever possible. Our sales team is employed directly by ourselves & are all factory trained and experienced in dealing with the products we sell. Furthermore, our care and support doesn’t end when you’ve placed your order. We ensure that orders are progressed all the way through to delivery & beyond.
We're Still a Family business!
It’s also re-assuring to know that in these ever changing and uncertain times that William & Sons is still very much a family owned & run business with a genuine commitment to strive for the highest possible standards in complete customer satisfaction.

But what makes William & Sons really different?
Simply, it’s choice & flexibility.
A piece of furniture is as individual as the individual people who buy it. Furniture is a real expression of style and taste. Of course it’s also a major investment and major decision, one you will have to live with for many years to come. That’s where William & Sons’ expertise and advice is invaluable. Our staff have years of experience in helping customers find exactly what they’re looking for - offering impartial, friendly advice so customers can make an informed choice.
Above all else a family business needs to be flexible in meeting customer’s individual requirements. Whether it means arranging a personalised finance or purchasing package, be-spoking products or arranging individual delivery or assembly of an order. At William & Sons we aim to meet these expectations wherever possible.
This attention to detail & customer care is born out in that consistently over 50% of all our new orders come from previous customers & their recommendations to friends, colleagues and relatives. Furthermore, we monitor our performance each week, by following up the delivery of customer orders with a random selection of unsolicited calls to customers to rate us on their experience with William & Sons, from the point of order through to actual delivery. Our overall satisfaction rating for the current year is 95%, 2016 was 94%, 2015 was 95% & 2014 was 93%.

For further piece of mind William & Sons are a full member of The Furniture Ombudsman
and have adopted the Ombudsman's Code of Practice.

It’s also reassuring to know in these ever changing times that there’s still a strong family management of our business, with a genuine commitment to strive for the highest possible standards in customer service. William & Sons is owned and managed by William Cole & William Cole Jnr. Both the directors travel the UK and abroad in search of top quality, affordable designs from the comfortably traditional to the latest contemporary styles. When you visit William & Sons you’ll find the very highest quality furniture, in imaginative and varied ranges – all backed by great delivery and after sales service.
About Us
William & Sons is one of the largest, independent family owned & run furniture retailers in the West Midlands. Prominently located in Level Street, Brierley Hill, the 35,000 square foot two floored superstore overlooks the massive Intu Merry Hill Shopping Centre. The family business is managed by William Cole & his eldest son William Cole Jnr. The Cole family has a strong heritage of home retailing. Between them, father & son have over 85 years experience in running family retail businesses. William & Sons in Level Street, Brierley Hill has now been established for over 20 years and has developed a solid reputation as one of the Black Country’s leading independent furniture stores with a proven commitment to quality, value for money & above all - service.
Being a generation apart certainly helps the father & son buying team in their quest for seeking out new and often exclusive furniture ranges from both home and abroad. William Jnr. has developed a keen eye for searching out the latest in design, but never losing sight of the need to always offer value for money. William Snr. draws on his vast experience in buying furniture from all the major suppliers, both large and small, to personally select the finest quality furnishing for those wishing to buy that something different. By combining these passions they’re able to put together a comprehensive range of quality furniture, personally selected form leading suppliers throughout the UK, Europe & the rest of the world.
“Our combination of tastes enables us to offer our customers a truly broad cross-section of products to suit all budgets & styles. Whether you’re looking for casual, classical or contemporary designs, you’ll certainly be able to find it at William & Sons.” – William Cole Jnr. (Managing Director)

William & Sons always try to maintain the original family business idea of always offering value for money and customer service. The company has, with the help of its dedicated, well trained staff, continued to go from strength to strength. Where so many of our competitors are constrained by remote management structures, higher overheads, varying degrees of service,  the demands of landlords, shareholders & head offices, at William & Sons we’re still able to offer greater flexibility of choice and value for money, by still remaining a proper, genuine family owned & run business. Now more than ever, the management team recognize that being flexible & able to offer great value & consistent levels of customer service is vital in today’s challenging trading environment.

“I firmly believe that one of the main reasons for our continued success is having a genuine desire by all of us at William & Sons to achieve customer satisfaction. This continues to be reflected in the fact that this business has consistently grown on a solid base of returning customers and their recommendations to their friends and relatives.” – William Cole (Original Managing Director)
For a truly pleasurable furniture shopping experience, you’ll be able to get great inspiration from two massive floors of beautifully displayed furniture, whatever style you’re looking for!
William & Sons is easily found on Level Street, Brierley Hill, Dudley, West Midlands just opposite the Copthorne Hotel and overlooking the Intu Merry Hill Shopping Centre. The store is open 7 days a week with ample free parking for all our customers.

History – “Four generations”
The original family business was started by William Cole’s grandfather (1st generation) after completing his military service in the First World War. It was initially started in a very humble way, selling reclaimed building materials & was gradually developed into a builder’s merchants by William Cole’s father – William (2nd generation) and his two other sons, Ted & Arthur Cole. The business grew into a local institution and landmark, selling all kinds of household items, even housing a collection of exotic animals!

Eventually, William Cole (3rd generation) joined the family company after leaving school. He gained vast experience from his grandfather, father & Uncles Ted & Arthur, eventually becoming Managing Director himself. His ambition helped him take the business on from a builder’s merchant into a flourishing furniture business, selling everything from kitchens & bathrooms to sofas & dining tables. Furniture has become his passion and this has always been at the heart of his future businesses.

On leaving the original family business in 1985 he started a fresh business in Birmingham and was instrumental in creating another well known & successful furniture retail business. In 1993, he sold his interest in this business & left with his son William Jnr. (4th generation) to search for a prime retail site within the Black Country, to establish a new business venture for him & his own family. Eventually in 1994, they found & purchased a superb high profile site in Level Street, Brierley Hill, overlooking the massive Merry Hill Shopping Centre. The extensive purpose designed refurbishment took almost 18 months to complete. A vast second floor was installed as part of the upgrade & the building was totally fitted out with individual designed room sets to give customers inspiration into how to furnish their own homes. As the business continued to expand, a brand new leather studio was added, followed soon after by increased bedroom & bedding departments in 2003. As part of this major expansion a brand new purpose designed & built distribution warehouse was also added to the site, creating Merry Hill’s largest furniture superstore.


William & Sons, Merry Hill’s largest furniture superstore, Level Street, Brierley Hill, Dudley, West Midlands. Stylish, quality home furniture, leather sofas, fabric sofas, chairs, swivel chairs, accent chairs, tub chairs, stools, reclining sofas, reclining chairs, corner groups, dining & living furniture including dining tables, dining chairs, sideboards, cabinets, display units, home entertainment units, multi-media units, storage units, bookcases, coffee tables, lamp tables, console tables, sofa tables, nest of tables, home office furniture, bedroom furniture, sliding door robes, chests of drawers, bedside chests, dressing tables, dressing mirrors, headboards, accessories, lamps, mirrors, pictures. Stockist of leading furniture brands Alstons, Andrena, Baker Furniture, Buoyant, Charltons, Classic Furniture, Exclusive, Furniture Origins, Global, HTL, Julian Bowen, Kingstown, Lebus, Mark Webster, Rauch, ROM & Softnord, We’ve built up a solid reputation for providing an exceptional service to our customers and are always available to discuss your individual requirements and answer any questions you might have.