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Joules CEO plans Far East expansion

The chief executive of Joules, Colin Porter, said the lifestyle brand is concentrating on expanding its reach in key markets including the US and Germany, as well as looking towards the Far East in the future. 

Colin Porter

Colin Porter

Speaking to Drapers, Porter said: “We are pleased with orders from independents and the confidence we’ve seen in the brand.

“In the short term we are concentrating on the US and Germany – there is more opportunity in those markets. Like everyone else we’ll look at opportunities in Middle East and the Far East down the line.”

Group revenue rose by 18.4% to £185.9m for the year to 27 May compared with 2016/17. 

In a trading update, Joules reported retail revenue was up by 15.9%, driven by “a very good ecommerce sales performance, as well as continued growth across the group’s UK and Ireland store estate”.

Joules launched a sofa collection in 2017. Porter said more fashion brands would make the jump into interior design by leveraging their brand identity to create new products in future.

“It is early days but we extended into the home categories – our sofa collection with DFS was trialled in 11 stores and online. It is being really well received.

“It has gone from strength to strength and is now in 60 stores. It is a great example of how to take a new approach to products and apply it to the home to stand out from the crowd.”

“If you have a distinctive brand and a proposition that stands for something, whether it’s sofa or fashion, people will like it.”




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