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Joules overhauls website to spur online and overseas sales

Lifestyle retailer Joules has overhauled its website and installed a new ecommerce platform in a bid to boost online and international sales.

The site, which went live with the launch of its autumn 10 collection a fortnight ago, features larger product images, an improved zoom feature and swatches of all colours and fabrics. The search function can be filtered by size, colour and price and customers can see ratings and reviews of products from other shoppers.
An order tracking facility has also been added.

Joules head of IT Nick Wyld said the main aim of the revamp was to improve the customer experience and make the website more visual, comprehensive and faster.
He added: “We had to take into account not only our presence here in the UK but also the online requirements of our franchisees, sales partners and distributors throughout the rest of the world.”

Joules marketing director Ronny Helvey added that the retailer’s online requirements had grown as it had developed: “We knew we needed the new site to represent the brand and hold its own in a highly competitive area of the business.”

In July, the company, which was launched by Tom Joule in 1994, reported a strong performance for the year to May 1. Total sales were £51.1m over the year, up from £35m the previous year.

Online sales account for about 40% of Joules’ retail sales.

Joules has 35 stores in the UK plus eight concessions and seven franchise outlets, and a further seven franchise stores internationally.
It also has more than 700 wholesale accounts globally.

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