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Record sales trigger store expansion plans at Joules

Lifestyle brand Joules is set to open 30 stores over the next three years after posting record results in the first quarter.

Sales soared 50% to £8.5 million at the multi-channel retailer in the three months to April 30, compared with £5.6m for the same time last year.

At its 15 standalone stores sales also rocketed 151% for the three months.

Founder Tom Joule said the business had repositioned its offer to become more trend-led while retaining its quality. He said: “We’ve positioned ourselves well to meet the new consumer, who likes practical but fashionable clothes. We target the trendy mum, who buys for her children and family, and we offer great value for money.”

Joules will open a store in Cheltenham in Gloucestershire this August. Its stores are located predominantly in coastal towns, which Joule said had also boosted business as more people were tightening their belts and holidaying in the UK, driving footfall at its stores.

Joule said he was targeting London suburbs for new store openings, because of the success of the Joules shop in Richmond upon Thames.

The retailer will also expand its menswear offer by 20%. Menswear currently accounts for about 10% of the product mix, with womenswear making up 60% and kidswear and accessories making up the rest.

Joule said trading had remained ahead of targets. “If we get sunshine, we will be more confident, but people are still buying. Like-for-likes are up, in difficult conditions,” he said.
Joules is stocked by 500 retailers in the UK.

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