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History – four generations

The original family business was started by William Cole’s grandfather after completing his military service in the First World War. It was started in a humble way, selling reclaimed building materials & was developed into a builder’s merchants by his sons including William Cole’s father – William (2nd generation). The business grew into a local landmark selling all kinds of household items, even housing a collection of 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 always been his passion and this has always been at the heart of his future businesses.


After leaving the original family business in 1985 to start a fresh business in Birmingham, he was instrumental in creating another well known & successful business. In 1993 he sold his interest from this business & left with his son William Jnr (4th generation) to search for a prime retail site within the Black Country to retail furniture from. Eventually in 1994, they found & purchased a superb site in Level Street, Brierley Hill, just opposite the luxury five star Copthorne Hotel, overlooking the giant Intu Merry Hill Shopping Centre. The purpose designed refurbishment took almost 18 months to complete. A 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 new leather studio, bedroom & bedding department was added 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.