From waxed jackets, waterproofs and wellies to bright and breezy womenswear, menswear and kidswear, Joules is a multi-channel retailer on the move.
Set up in 1979 as a countrywear specialist by Ian Joule, current managing director Tom Joule’s father, the business has grown into a full lifestyle collection, with 600 accounts globally. It also lifted the Smaller Multiple of the Year trophy at this year’s Drapers Awards.
Joules is anticipated to report sales of £22.2 million for the year to January 31, up 57% on last year, which fits with the company’s impressive 50% or more year-on-year growth since 2002.
A quarter of the company’s revenue comes from online and mail-order sales. Earlier this year, the website was relaunched to include a forum called Joules Village, which enables shoppers to look up school fêtes and share tips on picnic spots, bird-watching and other family activities. The brand’s bright and practical clothing is as full of sunshine as the company’s prospects are.