E Metcalfe & Son, general carriers, H'ton.
Alan Vickers adds "J Metcalfe was the proprietor who was listed in Whellan's
Directory, 1894. He died in 1907 and was survived by his wife
Elizabeth and I am presuming that she is the E Metcalfe named on the
wagon and hoarding. E Metcalfe died in 1917 when the business passed
to the sons. So somewhere between 1907 and 1917."