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Joules, Cheltenham

Shoppers can experience a sense of domestic bliss at Joules’ English country home-themed flagship store

Lifestyle brand Joules’ new 3,000sq ft flagship store nestled in the heart of Cheltenham in Gloucestershire is styled as a quintessential English country home, complete with a stylised garden.

The ‘garden’ is the first taste customers get of the store. Fittings are created from forks and spades dug into the floor with a rail joining them together, and flowerpots are lined up against the wall alongside a mock-shed door, all painted in blue. A colourful array of Wellington boots are stacked in the corner, with watering cans scattered nearby.

Joules creative director Chloe Ward says: “We started off fitting smaller stores to feel like a country kitchen, with sink units as the cash desks.

“However, as Cheltenham is our flagship, we thought we’d take the concept further and create a whole home. We have painted the different areas in bold, block colours as we didn’t want it to look twee. The effect is symbolic rather than realistic.”

A chocolate brown wooden floor leads into the heart of the store, which is a country kitchen-themed space painted in off-white. A large, country-style Belfast sink contrasts with a modern fridge, which sits with its door open. Inside the fridge a display of jumpers is stacked up in piles, alongside wellies. The open doors are stuffed with rolling pins, and scarves hang from the edges.
Accessories are displayed on white wooden spoons and marigold washing-up gloves, and socks hang from a washing line suspended above the shop floor.

From the kitchen, shoppers enter an open-plan dining area featuring a family-sized dining table, which has been set for breakfast. Chandeliers are suspended from the ceiling, but an even wash of bright lighting illuminates the entire store. The items on the dining table, including plates, cups and saucers, are up or sale, taken from Joules’ homeware collection. Kidswear is hung on rails nearby.

The centrally located staircase - with bright florals printed on each step - leads up to a first-floor menswear area. A scooter takes centre stage in the area, which is painted grey and has a much more masculine feel, with the shopfit including a shed and a pub-style snug. A final room contains men’s and women’s sportswear.

To complete the domestic image, a mix of 1940s-era music wafts throughout the store from discreetly positioned speakers. Ward explains: “We wanted to make our customers feel relaxed and at home. We also wanted to deliver some of our wholesome, traditional English family brand values.”

As an additional touch, maps and country-style signposts have been used to help customers find their way around the store. Since it opened at the end of October last year, the store has been “slashing all targets”, according to Ward. Joules plans to open another six stores in the UK by the end of April.

  • Joules 108 The Promenade, Cheltenham, Gloucestershire


  • 3,000sq ft Size of the Cheltenham store
  • Six Number of changing rooms
  • 17 Number of Joules’ UK standalone stores

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