Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Joules CEO: ‘We go where our customers are’

Joules’ chief executive underlined the benefits of the lifestyle brand’s multichannel strategy today, as he confirmed rising revenues and profits for the year following its launch on London Stock Exchange’s Aim market in May.

Joules autumn 16

Joules autumn 16

Joules autumn 16

“We go to where our customers are, so that could [mean selling] in an independent store or a department store like John Lewis, through Next Labels, in one of our own stores, online or even on the show circuit,” said Colin Porter, who became chief executive in September last year, allowing founder Tom Joule to focus on the brand and creative design.

Joules has previously stated its intention to open between 10 and 12 stores per year for the foreseeable future, and Porter said its balance of retail and wholesale accounts was working well.

The firm had 97 stores in the UK by the year to 29 May, and opened eight stores in locations including Bromley, Stratford-upon-Avon and Wells-next-the-Sea in north Norfolk in the first quarter of the new financial year.

New stores in the pipeline include Leeds and Chelmsford, where Joules will also be sold in newly opened branches of John Lewis.

Porter said this combination of wholesale stockists and own retail “works well, as we are still in the phase of building awareness”.

“There are many examples of where we’ve worked across channels that complement each other,” he said. “In John Lewis in [Bristol mall] Cribbs Causeway, for example, sales lifted after we opened our own store nearby.

Colin Porter

Colin Porter

Colin Porter

“It means we can offer the full range and the customer can choose where they want to shop, be it in an indie, a department store or our own store.”

He said strong orders for spring 17 – from independents and multiples – are a reflection of the state of the wholesale business, following a strong sell-through for spring 16.

While a number of successive mild winters may have caused some brands and retailers to keep their stock levels tight for autumn 16, Porter said Joules is relatively well placed thanks to its broad ranges.

“Because we’re a lifestyle brand, we have products suitable for anything from dropping the kids off at school to walking the dog and family activities at the weekend,” he said.

“In terms of outwear, we have lightweight waterproof raincoats through to medium-weight quilted jackets and heavier padded coats, so we weren’t complaining about the weather last year. We have a broad offer that covers all eventualities in terms of weather.

“We’re feeling optimistic about the season ahead,” he concluded.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.