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First concessions signal Joules’ expansion

Casualwear brand Joules is to open its first concessions ahead of further standalone store openings, and has forecast that sales will grow by 57% this year.

Joules will open concessions in Jarrolds of Norwich, One Small Step One Giant Leap in East Sheen in south-west London, and Celtic Manor Resort in Newport, south Wales in the next eight weeks. The concessions will be 420sq ft, 480sq ft and 250sq ft respectively. The Jarrolds and One Small Step One Giant Leap areas will stock Joules’ kidswear, while Celtic Manor Resort will offer selected womenswear, menswear and kidswear.

The brand will also open two standalone stores in April in Richmond upon Thames in Surrey and Southwold in Suffolk, taking its total to 12 shops.

Managing director Tom Joule said: “We have big growth plans over the next few years. We are implementing a store opening programme and expect further rapid growth via our direct-to-consumer channels. Joules will certainly be a much bigger business in three years.”

Joules is expected to report sales of £22.2 million for the year to January 31, up 57% on last year. Joule added that 25% of its revenue comes from online and mail-order sales. It also has 600 wholesale accounts worldwide, including John Lewis and Harrods.

“As brand awareness grows, mail order and online are rapidly becoming more popular. It works in tandem with wholesale, giving customers the choice to shop with us wherever and however they wish,” he said.

Joules will revamp its website this month with the launch of a new section dubbed ‘Joules Village’. The area will hold information about events such as school and village fêtes local to each shopper.

Joule added that the US is a growing market. “Sales to the US and Canada have grown over the past two years, demonstrating the wider potential for our collection in those markets.”

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