Joules (clothing)

Joules
Private
Industry Retail
Founded 1989
Founder Tom Joule
Headquarters Market Harborough, United Kingdom
Brands Joules, Little Joule, Baby Joule
Number of employees
 1,405
Website joules.com

Joules is a British fashion and lifestyle brand that sells clothing, footwear, accessories and home products inspired by British country lifestyles.

The company has a nationwide presence of 99 retail stores throughout the UK and in 2014/15 had a turnover of more than £117m.[1][2][3] Joules’ products are available to buy online, via click and collect, through mail order catalogues and at wholesale stockists as well as at country shows, festivals and equestrian events.[3]

Since 2000 Joules has opened flagship stores in Norwich, Cheltenham and York as well as in market towns and coastal holiday destinations throughout Great Britain such as St. Ives, Southwold, Burnham Market and Salcombe.[4]

The high street brand is also stocked in leading UK department stores, including House of Fraser, John Lewis and Fenwicks.

The brand has since expanded overseas with particularly successful sales in Germany and USA.[5]

History

A Joules shop in Kingston-upon-Thames

Originally established as Joule & Sons in 1977 by Ian Joule, his son Tom took over the family business in 1989. Joule & Son originally sold branded clothing and accessories at equestrian and country shows. Seeing a gap in the market for colourful country clothing as an alternative to traditional styles, Tom got 100 pairs of pink wellies manufactured. The wellington boots sold out almost immediately.[6]

In 1994 Joule and Son rebranded as Joules. Tom was selecting and selling branded goods at minor fairs and by 1997 had done even better selling known outdoor clothing brands at the bigger shows.[7] It was around this time when Tom Joule was inspired to create his own clothing collection and in March 1999, he sold the first shirt under the Joules brand on his own stall.[6][8]

In September 2000, Tom opened the very first Joules store next door to the café owned by his father in Market Harborough, Leicestershire.[6]

With the Foot-and-Mouth outbreak in 2001 almost all the shows that Tom Joule intended selling at were cancelled. He decided to take Joules clothing directly to retailers opening up an important new revenue stream, namely the wholesale channel helping the brand become more widely available and popular.[8]

The mail order catalogue business was launched in 2002,[7] with the website following in 2003.

Joules launched Little Joule in 2008, designed for 2-12 year olds. Following the popularity of Little Joule, Baby Joule was established in 2009.[9]

The sitting hare seen branded on most Joules clothing was first used as a logo in 2009 and later expanded to include most ranges.

Over seven years from 2003 the company saw turnover increase from £3m to £50m with mail order and internet sales accounting for a fifth of turnover by 2010.[10]

By early 2011 Joules saw its high street network rise to a total of 52 stores.[11]

To date the company has a network of over 99 retail stores and in 2014/15 had a turnover of more than £117m.[1] Joules head office is based in Market Harborough in Leicestershire.

Products

Multicoloured wellington boots made by Joules

The Joules collection includes contemporary menswear, womenswear and childrenswear clothing, footwear and accessories. It began with wellies, country-inspired clothing and polo shirts and although these products still form a key part of the range, much of the collection is now contemporary and fashion-focused. The Little Joule brand is aimed at the kids clothing market up to the age of 12 and was launched in 2008 followed by Baby Joule in 2009.[12]

Joules ventured into offering home and garden products from 2013 and in 2014 launched an optical line in partnership with Vision Express.[13] In 2015 Joules launched a range of home fragrances and toiletries.

Country Shows & Festivals

A Joules stand at the Cornbury Festival in 2012.

In keeping with Joules heritage, the brand maintains a presence at country shows and festivals throughout the UK including:

Horse Trials 
Burghley, Badminton, Blair, Bramham, Chatsworth and Gatcombe
Festivals 
Jamie’s Feastival, Carfest North and South, Camp Bestival, Cheltenham Festival, Chelsea Flower Show
Agricultural Shows 
Royal Welsh, Royal Norfolk, Suffolk, Great Yorkshire, Royal Bath and West Show,
Gamefairs 
CLA Gamefair

Stores

There are currently over 99 Joules stores in the UK (2015), with flagship stores in Cheltenham, Norwich and York.[14] Additional stores are in market towns and coastal holiday destinations such as St. Ives, Southwold, Burnham Market and Salcombe.

Joules products are also stocked as concessions and in leading UK department stores, including John Lewis and Mothercare.

Recent years has seen Joules open travel stores in Gatwick Airport, Waterloo and St. Pancras train stations in London.[15][16]

Stockists

Joules clothing and products can also be found in various stockists in the UK and internationally. This includes.

Awards

References

  1. 1 2 http://www.thisismoney.co.uk/money/news/article-3215419/British-clothing-brand-Joules-celebrates-25th-anniversary-sharp-increase-profit.html
  2. ↑ "Silver jubilee joy for Joules". This is Money. 2015-03-16. Retrieved 2015-07-13.
  3. 1 2 3 Hounslea, Tara (2015-03-18). "Joules expansion on track as it opens 99th store". Drapers. Retrieved 2015-07-13.
  4. ↑ Berwin, Lisa (2010-07-23). "Joules eyes major city centres as profits soar". Retail Week. Retrieved 2015-07-13.
  5. ↑ Pegden, Tom (2015-06-11). "Joules secures £11 million in credit to fund European growth". Leicester Mercury. Retrieved 2015-07-13.
  6. 1 2 3 Tyzack, Anna (2011-01-04). "Joules lifestyle brand: funking up the shires". The Telegraph. Retrieved 2015-07-13.
  7. 1 2 "One to Watch: Joules". Marketing Magazine. 2005-11-16. Retrieved 2015-07-13.
  8. 1 2 "Horse sense helped clothing venture". The Telegraph. 2005-10-29. Retrieved 2015-07-13.
  9. ↑ Hazell, Kyrsty. "Introducing the brand new Baby Joule collection". Made for Mums. Retrieved 2015-07-13.
  10. ↑ "Tom Joule looks to be hands-on once again". Leicester Mercury. 2010-11-30. Retrieved 2015-07-13.
  11. ↑ Hurley, James (2011-01-11). "Retail: Joules's plan for 2011". The Telegraph. Retrieved 2015-07-13.
  12. ↑ "Joules launches eyewear collection with Vision Express". The Retail Bulletin. 2014-05-02. Retrieved 2015-07-13.
  13. ↑ Davies, Taryn (2014-05-02). "Joules launches first Eyewear range". Female First. Retrieved 2015-07-13.
  14. ↑ Thompson, James (2011-04-25). "Joules bucks high-street trend with profits leap". Independent. Retrieved 2015-07-13.
  15. ↑ Barras-Hill, Luke (2013-12-13). "Joules enters airport retailing at Gatwick". Frontier Magazine. Retrieved 2015-07-13.
  16. ↑ Goldfingle, Gemma (2012-07-17). "New Waterloo retail space opens ahead of Olympics". Retail Week. Retrieved 2015-07-13.
  17. ↑ Tugby, Luke (2015-03-15). "Joules international sales almost double after US growth". Retail Week. Retrieved 2015-07-13.
  18. ↑ Felstead, Andrea (2015-06-26). "Reborn in the USA". Financial Times. Retrieved 2015-07-13.
  19. ↑ Unknown (2015-11-27). "2015 SDrapers Awards winners announced". Diary Directory. Retrieved 2015-11-27.
  20. ↑ Turner, Laura (2015-06-09). "Tom Joule shortlisted for CEO of the Year". MWN Online. Retrieved 2015-07-13.
  21. ↑ "Height of fashion as Tom triumphs". Leicester Mercury. 2013-11-12. Retrieved 2015-07-13.

External links

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