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The casual lifestyle brand is winning over shoppers with better range segmentation and product categories

Joules’ decision to focus on creating complete wardrobe outfits is paying off, with the casual lifestyle brand making regular appearances in the best-selling brands chart on Drapers’ Indicator page and anecdotal evidence from stockists suggesting strong sell-through.

In menswear, for example, the collection has doubled in size for autumn 10 compared with autumn 09, while for women, the accessories offer has grown to include more hats, gloves and scarves.

Autumn 10 womenswear is split into three stories: Equestrian, Collection and Boutique. Collection, which focuses on basic skirts, tops and dresses, makes up the bulk of Joules’ offer while Equestrian reflects the brand’s country heritage. Boutique, meanwhile, offers exclusive prints and dresses at a higher price point. Wholesale prices across menswear and womenswear range from £12 to £100, with kidswear from £6 to £30.

“The separate ranges allow us to be more careful on distribution and tailor collections for different markets - town and country,” says Joules marketing director Ronny Helvey.

Key menswear pieces for autumn 10 include tweed jackets and trousers, argyle waistcoats and shirts with contrast colour and cuffs and velvet trims.

For women, a cable-knit cardigan in mustard and vintage-print dresses are key, as is frill detailing on shirts. Staples include polos and jersey and cotton tops.

The palette is autumnal, with aubergine and mustard gold used on linings and outer fabrics.

In the UK, Joules has 500 stockists and 27 standalone stores. The Equestrian line sits alongside Fat Face, Crew Clothing and Hackett, with Boutique sitting alongside Hobbs, Jigsaw and White Stuff. New stockists for autumn 10 include the Kilkenny Shop in Shanagarry, Republic of Ireland, and etailer Asos.

Helvey is focusing on increasing value from current stockists for spring 11, and widening the men’s Tom Joule Collection, which will launch for autumn 10 and is the men’s equivalent of the Boutique range for women.

Joules is also developing its shop-in-shop concept, which debuted this season. “There are two distinct shop-in-shop formats; one to cater for the slick look of a department store and a more rustic appearance to sit in indies [that carry our country ranges],” says Helvey.

Fenwick, Bentalls, and East Anglia indie department store Jarrold will carry the shop-in-shop format for autumn 10, as well as indie Edge of the World in Ambleside and Grasmere in Cumbria. By the end of 2011, Joules hopes at least one fifth of its stockists will have adopted the shop-in-shop format.



Number of deliveries per season


Entry price point for the wholesale range


Number of Joules stockists

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