Joules has opened three new standalone stores as it expands its offer to become a fully-fledged lifestyle brand.
The label has bumped up its store count to 12 with shops in Bath, Chichester in West Sussex, and Marlborough in Wiltshire. A store in Tunbridge Wells in Kent will open in November.
Joules is also expanding its offer, especially in womenswear, accessories and kidswear, to compete with brands such as Fat Face.
Founder Tom Joule said: "We know we can compete with high street brands. This is our real push."
For spring 08 the range has been split into Sport, Children's, and Lifestyle categories. Accessories have been expanded to include Joules' first range of leather bags and driving shoes. Sport has about 500 accounts in the UK, while kidswear has more than 100.
Joules, which is on course for sales of £20 million this year, will move into a new HQ in October. Its call centre and warehouse will operate from a new site in Corby, Northants, and an office will open in its home town of Market Harborough in Leicestershire.