From Kellys (remember that date is publication date and probably refers to year before)
1932-1943 Dale, Robert, hosier, 127 Soho Road
1944 Dale, Robert, hosier, 123 &127 Soho Road
1946-1950 Dale, Robert (W.Dale Prop) hosier, 123 &127 Soho Road
1955-1958 Dale, R. Ltd, ladies outfitters 123, and outfitters 127 Soho Road
1961-1968 Dale, R. Ltd, outfitters, 127 Soho Road
Slightly complicated by the presence also of another (possible father?) Robert Dale,
1908-1910 Dale Robert hosier 91 Lozells Road
1912-1921 Dale Robert outfitter 89 & hosier 91 Lozells Road
1932 Dale Robert outfitter at 87A Lozells Road
This Francis seems to have taken over the business of Francis Pulsford, as in 1904 Francis was a hosier at that address.
The online electoral rolls show that Robert & Florence Dale were at 89/91 Lozells Road in 1920, and are listed till 1927.
Similarly Robert Dale is listed at 127 Soho Road from 1927 till 1939, but has gone by 1945. However Wallace Douglas Dale (presumably the W Dale mentioned in some of the Kellys entries) is listed there from 1922 till 1950, but has gone by 1952