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Our Story

For more than 120 years, Lee Longlands has been helping generations of customers create homes they love.

What began as a single business on Broad Street in Birmingham has grown and evolved through four generations of the family, changing with the times while remaining true to the principles on which Lee Longlands was founded: a passion for quality, distinctive design and exceptional service.

From furniture manufacturing and pioneering new ways to serve our customers, to expanding our showrooms and embracing the digital age, this is the Lee Longlands story

1900's

1902 - Where it all began

In 1902, Robert Lee and George Longland founded Lee Longlands on Broad Street in Birmingham, united by a passion for fine furniture and a commitment to quality that would shape the business for generations. It was the beginning of a tradition of craftsmanship, quality and doing things differently that continues today.

In 1902, Robert Lee and George Longland founded Lee Longlands on Broad Street in Birmingham, united by a passion for fine furniture and a commitment to quality that would shape the business for generations. It was the beginning of a tradition of craftsmanship, quality and doing things differently that continues today.

1910's

1910 - From retailing to manufacturing

By 1910, the success and ambition of the business had led Lee Longlands to expand into furniture manufacturing. With the original Broad Street store situated beside the canal, timber could be delivered by boat and taken directly into the adjoining Lee Longlands workrooms - creating a direct link between the location of the business and the hands-on craftsmanship taking place inside.

By 1910, the success and ambition of the business had led Lee Longlands to expand into furniture manufacturing. With the original Broad Street store situated beside the canal, timber could be delivered by boat and taken directly into the adjoining Lee Longlands workrooms - creating a direct link between the location of the business and the hands-on craftsmanship taking place inside.

1912 - Taking service on the road

In 1912, Lee Longlands became the first furniture company in the Midlands to introduce a motor van for deliveries. It marked an important step forward for the business, allowing us to reach customers more quickly and demonstrating an early willingness to embrace new ideas to improve the service we provide.

In 1912, Lee Longlands became the first furniture company in the Midlands to introduce a motor van for deliveries. It marked an important step forward for the business, allowing us to reach customers more quickly and demonstrating an early willingness to embrace new ideas to improve the service we provide.

1930's

1932 - A Birmingham landmark

By the late 1920s, Lee Longlands had outgrown its original premises. In 1932, the business opened its new flagship showroom on Broad Street - the distinctive Art Deco building that would become synonymous with the Lee Longlands name in Birmingham. The new showroom reflected the family’s ambition to lead the way in stylish home furnishings and bring the latest ideas in interiors to customers across the Midlands.

By the late 1920s, Lee Longlands had outgrown its original premises. In 1932, the business opened its new flagship showroom on Broad Street - the distinctive Art Deco building that would become synonymous with the Lee Longlands name in Birmingham. The new showroom reflected the family’s ambition to lead the way in stylish home furnishings and bring the latest ideas in interiors to customers across the Midlands.

1940's

The war years - Playing our part

During the Second World War, the Lee Longlands workrooms took on a very different role. The space was used to store food rations, while the business supplied thousands of miles of blackout fabric for homes and commercial buildings. It was another chapter in the company’s history and a period in which the resources and facilities of the business were put to use in support of the national effort.

During the Second World War, the Lee Longlands workrooms took on a very different role. The space was used to store food rations, while the business supplied thousands of miles of blackout fabric for homes and commercial buildings. It was another chapter in the company’s history and a period in which the resources and facilities of the business were put to use in support of the national effort.

1945 - A new generation

Following the war, Peter Longland, the founder’s grandson, joined Lee Longlands, marking the beginning of a new chapter in the family story.

Following the war, Peter Longland, the founder’s grandson, joined Lee Longlands, marking the beginning of a new chapter in the family story.

1950's

1953 - 1958 - The family legacy continues

The next generation of family involvement continued when Michael Lee, grandson of the founders, joined Lee Longlands in 1953, followed by Margaret Lee, granddaughter of the founders, in 1958. Their involvement continued the family stewardship established by Robert Lee and George Longland more than half a century earlier.

The next generation of family involvement continued when Michael Lee, grandson of the founders, joined Lee Longlands in 1953, followed by Margaret Lee, granddaughter of the founders, in 1958. Their involvement continued the family stewardship established by Robert Lee and George Longland more than half a century earlier.

1960's

1962 - Never afraid to evolve

Throughout its history, Lee Longlands has never been afraid to try something new. In 1962, the business even introduced a dedicated baby department, reflecting the breadth of products Lee Longlands offered customers at the time. Today, our focus is firmly on furniture, flooring and home interiors, but that willingness to evolve with our customers has remained part of the Lee Longlands story.

Throughout its history, Lee Longlands has never been afraid to try something new. In 1962, the business even introduced a dedicated baby department, reflecting the breadth of products Lee Longlands offered customers at the time. Today, our focus is firmly on furniture, flooring and home interiors, but that willingness to evolve with our customers has remained part of the Lee Longlands story.

1970's

1972 - Lee Longlands to Cheltenham

In 1972, Lee Longlands expanded into Cheltenham Spa, taking the business beyond its Birmingham roots and introducing the Lee Longlands experience to a new community of customers. Our experienced buyers continued to seek out contemporary furniture from leading manufacturers, helping establish a reputation for distinctive design, including the modern and Scandinavian-inspired styles for which Lee Longlands became particularly well known.

In 1972, Lee Longlands expanded into Cheltenham Spa, taking the business beyond its Birmingham roots and introducing the Lee Longlands experience to a new community of customers. Our experienced buyers continued to seek out contemporary furniture from leading manufacturers, helping establish a reputation for distinctive design, including the modern and Scandinavian-inspired styles for which Lee Longlands became particularly well known.

1980's

1983 - A familiar sound

In 1983, Lee Longlands recorded the jingle that would become a familiar part of the brand’s advertising. Its distinctive tune helped bring the Lee Longlands name into people’s homes and remains a wonderful reminder of a very different era of advertising.

1990's

1996 - The forth generation

In 1996, Robert Lee, great-grandson of founder Robert Lee, joined the family business, continuing another generation of family involvement in Lee Longlands. Bringing his passion for marketing and buying to the company, Robert went on to travel extensively, building relationships with suppliers ranging from specialist manufacturers to some of the world’s best-known furniture brands. That tradition of personally seeking out distinctive products continues to influence the collections found in our showrooms today.

In 1996, Robert Lee, great-grandson of founder Robert Lee, joined the family business, continuing another generation of family involvement in Lee Longlands. Bringing his passion for marketing and buying to the company, Robert went on to travel extensively, building relationships with suppliers ranging from specialist manufacturers to some of the world’s best-known furniture brands. That tradition of personally seeking out distinctive products continues to influence the collections found in our showrooms today.

1998 - Leamington Spa

In 1998, Lee Longlands expanded again with a showroom on The Parade in Leamington Spa. The original showroom was situated towards the lower end of The Parade before the building was later sold for redevelopment.

In 1998, Lee Longlands expanded again with a showroom on The Parade in Leamington Spa. The original showroom was situated towards the lower end of The Parade before the building was later sold for redevelopment.

2000's

2002 - Celebrating 100 years

In 2002, Lee Longlands celebrated an extraordinary milestone: 100 years since Robert Lee and George Longland first established the business on Broad Street. A century after opening our doors, Lee Longlands remained a family business with the same passion for helping customers create distinctive and inspiring homes.

In 2002, Lee Longlands celebrated an extraordinary milestone: 100 years since Robert Lee and George Longland first established the business on Broad Street. A century after opening our doors, Lee Longlands remained a family business with the same passion for helping customers create distinctive and inspiring homes.

2003 - Lee Longlands goes online

A year after celebrating our centenary, Lee Longlands entered another new era with the launch of our first website. For the first time, customers could explore the Lee Longlands collection online and discover our products from the comfort of their own homes. It was the beginning of an increasingly important new chapter in the way customers interact with Lee Longlands.

A year after celebrating our centenary, Lee Longlands entered another new era with the launch of our first website. For the first time, customers could explore the Lee Longlands collection online and discover our products from the comfort of their own homes. It was the beginning of an increasingly important new chapter in the way customers interact with Lee Longlands.

2004 - Abingdon

In 2004, Lee Longlands expanded into Oxfordshire through the acquisition of Vineys of Abingdon. The Abingdon showroom joined the Lee Longlands family and continues to trade under the Lee Longlands name today.

In 2004, Lee Longlands expanded into Oxfordshire through the acquisition of Vineys of Abingdon. The Abingdon showroom joined the Lee Longlands family and continues to trade under the Lee Longlands name today.

2007 - A new home in Leamington Spa

Following the sale and redevelopment of the original Leamington Spa showroom, Lee Longlands moved in 2007 to its current position at the top end of The Parade, directly opposite Marks & Spencer.

Following the sale and redevelopment of the original Leamington Spa showroom, Lee Longlands moved in 2007 to its current position at the top end of The Parade, directly opposite Marks & Spencer.

2010's

2016 - Kidderminster

In 2016, Lee Longlands continued its expansion with the opening of our Kidderminster showroom. The new location strengthened our presence across the Midlands and brought the Lee Longlands showroom experience to even more customers.

In 2016, Lee Longlands continued its expansion with the opening of our Kidderminster showroom. The new location strengthened our presence across the Midlands and brought the Lee Longlands showroom experience to even more customers.

2020's

2022 - Delivering a better experience

More than a century after introducing our first motor delivery van, Lee Longlands continued to invest in the way we deliver for our customers. In 2022, we introduced a new digital delivery system connecting our warehouse, delivery teams, customers and head office in real time. The technology helped create a smoother and more efficient experience while continuing a tradition of investing in customer service that stretches back generations.

More than a century after introducing our first motor delivery van, Lee Longlands continued to invest in the way we deliver for our customers. In 2022, we introduced a new digital delivery system connecting our warehouse, delivery teams, customers and head office in real time. The technology helped create a smoother and more efficient experience while continuing a tradition of investing in customer service that stretches back generations.

2023 - Bristol

In 2023, Lee Longlands expanded into the West Country with the opening of our Bristol showroom. The new location brought the Lee Longlands experience closer to customers across Bristol and the South West, giving them the opportunity to discover our furniture and interiors, explore our collections and receive expert advice in person. It represented another important step in the continuing growth of the Lee Longlands story.

In 2023, Lee Longlands expanded into the West Country with the opening of our Bristol showroom. The new location brought the Lee Longlands experience closer to customers across Bristol and the South West, giving them the opportunity to discover our furniture and interiors, explore our collections and receive expert advice in person. It represented another important step in the continuing growth of the Lee Longlands story.

2025 - Peterborough

In 2025, Lee Longlands continued its expansion with the opening of a brand-new showroom in Peterborough. Designed to be a destination for distinctive interiors, the new store brought together statement furniture, home accessories and a carefully curated selection of leading brands, including names such as ercol and Vispring. With quality, style and expert advice all under one roof, the Peterborough opening represented another important step in the continued growth of Lee Longlands and introduced the business to a new community of customers.

In 2025, Lee Longlands continued its expansion with the opening of a brand-new showroom in Peterborough. Designed to be a destination for distinctive interiors, the new store brought together statement furniture, home accessories and a carefully curated selection of leading brands, including names such as ercol and Vispring. With quality, style and expert advice all under one roof, the Peterborough opening represented another important step in the continued growth of Lee Longlands and introduced the business to a new community of customers.

2026 - Cheltenham refreshed

More than 50 years after Lee Longlands first arrived in Cheltenham, the showroom was refreshed in 2026, including external painting to give the store a renewed look. The showroom showcases a strong selection of leading furniture and sleep brands, including Stressless, G Plan, G Plan Vintage, Ercol, Tetrad, Vispring and Tempur. Carpets and flooring are also a particular strength at Cheltenham, with an extensive selection from leading names including Westex, Brockways, Hugh Mackay, Penthouse Carpets and Abingdon Flooring. The investment reflects our commitment to continually evolving our showrooms while remaining true to the service, choice and expertise that generations of customers have come to expect from Lee Longlands.

More than 50 years after Lee Longlands first arrived in Cheltenham, the showroom was refreshed in 2026, including external painting to give the store a renewed look. The showroom showcases a strong selection of leading furniture and sleep brands, including Stressless, G Plan, G Plan Vintage, Ercol, Tetrad, Vispring and Tempur. Carpets and flooring are also a particular strength at Cheltenham, with an extensive selection from leading names including Westex, Brockways, Hugh Mackay, Penthouse Carpets and Abingdon Flooring. The investment reflects our commitment to continually evolving our showrooms while remaining true to the service, choice and expertise that generations of customers have come to expect from Lee Longlands.

The next chapter

A family business, more than 120 years on

More than 120 years after Robert Lee and George Longland first opened their doors on Broad Street, Lee Longlands remains an independent, family-run business. Today, with fourth-generation family member Robert Lee at the helm, that heritage continues to shape how we work and how we look after our customers. At Lee Longlands, we understand that your home means the world to you. That is why we like to do things a little differently, putting the customer experience at the heart of everything we do.

More than 120 years after Robert Lee and George Longland first opened their doors on Broad Street, Lee Longlands remains an independent, family-run business. Today, with fourth-generation family member Robert Lee at the helm, that heritage continues to shape how we work and how we look after our customers. At Lee Longlands, we understand that your home means the world to you. That is why we like to do things a little differently, putting the customer experience at the heart of everything we do.

Wonderfully Different Furniture & Flooring Since 1902

Our heritage is only part of what makes Lee Longlands different. We believe in quality without compromise, combining carefully selected furniture, home accessories, carpets and flooring with knowledgeable, personal service.

Our Sales Experts use their product knowledge to help customers make the right decision for their home, without pressure. From choosing the right piece to arranging delivery, our aim is to make the experience as effortless and enjoyable as possible.

Our famous White Glove Delivery service continues a delivery tradition that stretches back more than a century. Our teams install purchases in the room of choice and remove the packaging, leaving customers to enjoy their new furniture.

And our commitment does not end when an order is delivered. Aftersale care remains an important part of the Lee Longlands experience, reflecting our belief that the relationship with a customer should continue long after their purchase.

We are also making real, tangible changes to the way we operate as we work towards a more sustainable future. After all, some of the most sustainable pieces of furniture are those made to be enjoyed for generations.

As we look ahead, we will continue to evolve - investing in our showrooms, services and new ways to serve our customers, while remaining true to the family heritage, quality and customer care that have shaped Lee Longlands since 1902.

The next chapter of the Lee Longlands story is still being written.