The business was established in 1921 by Keith's great-great-grandfather W.S. Fordham, who already had a shop at Puckeridge
along with his cousin, Harry Frost a tailor, trading as "Fordhams" selling everything from surplus 1st World War blankets to reels of cotton.
The store had a series of counters, and employed many staff.
In the 1930's Harry Frost moved further along Fore Street, and Keith's grandfather "Bill" Fordham started selling furniture and flooring, and whose dynamic approach to retailing spanned more than 30 years.
In 1956 "Bill" Fordham died, and the business was then run by Douglas Fordham (his younger brother) who also ran the Hoddesdon and Puckeridge branches of Fordhams. In 1972, Keith Marshall, grandson of Bill Fordham and son of Zara Marshall (nee Fordham) started working at the Hertford Branch, and after training at college, and a year gaining retail experience, went full time into the business, going on to manage it from 1981.
The Puckeridge branch had closed by this time, and in 1986 Douglas Fordham, retired from the Hoddesdon branch, which then closed. Today the Hertford store is still run and owned by Keith Marshall and his wife Sue, who continue to trade from the same Grade 2 listed building, and with the same telephone number from 1921 which was Hertford 39, and is now 01992 582039. Sue runs the furniture side of the business, and Keith the flooring, and both strive to offer the same levels of friendly personal service which has been the hallmark since 1921.