William Koral started the business in 1920 when he built his first house in Southampton. He also created a tradition by bringing his two sons, Edwin and Alfred, into the business and naming it "Wm. Koral & Sons." When Ed and Al took the reins in 1954, the business was renamed "Koral Bros." In 1979 Ed's son, Bill Koral, joined the firm and is the current president. True to tradition, Bill's children, the fourth generation, now play a role in the operation.