Allied's difference was that they were large, with rolls of carpet stocked in the stores and large stocks at a central warehouse, enabling them to supply almost instantly. Beds were introduced in 1972, with a dedicated bedding store in Birmingham. In 1973, with over twenty large stores throughout the country, Allied took over Williams Furniture, a high street chain with over eighty stores.

To facilitate rapid expansion, in 1974, a head office and major distribution centre was opened in West Bromwich. In 1978, it was bought by the Asda Group.