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Joules (clothing)

Joules is a British fashion and lifestyle brand that sells clothing, footwear, accessories and home products inspired by British country lifestyles. In 1989 Tom Joule established Joules.

The company has a nationwide presence of 99 retail stores throughout the UK and in 2013/14 had a turnover of more than £96.3m. 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.

Since 2001 Joules has opened flagship stores in London, Cheltenham and Edinburgh as well as in market towns and coastal holiday destinations throughout Great Britain such as St. Ives, Southwold, Burnham Market and Salcombe.

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.

History
Originally established as Joule & Son 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.

In 1994 Joule and Son rebranded as Joules. Tom was selecting and selling unbranded goods at minor fairs and by 1997 had done even better selling known outdoor clothing brands at the bigger shows. 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.

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

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.

The mail order catalogue business and website were both launched in 2002.

Joules launched Little Joule in 2006, a subsidiary children's clothing brand designed for 2-12 year olds. Following the popularity of Little Joule, Baby Joule was established in 2009.

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.

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

To date the company has a network of over 99 retail stores and in 2013/14 had a turnover of more than £96.3m. Joules head office is based in Market Harborough in Leicestershire.

Products
The Joules collection includes clothing for men, women and children taking it beyond wellies, country inspired clothing and polo shirts that are most associated with the Joules brand. The Little Joule brand is aimed at the kids clothing market up to the age of 12 and was launched in 2006 followed by Baby Joule in 2009.

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

Country Shows & Festivals
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, London and Edinburgh. 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, House of Fraser and Mothercare.

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

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


 * UK: John Lewis, Next, Office, Topshop, Selfridges (bedding)
 * USA: Von Maur, Neiman Marcus, Nordstrom.
 * Germany: Peek & Cloppenburg.

Awards

 * 2015 - Tom Joule shortlisted for CEO of the Year.
 * 2013 - Large Executive of the Year Award (Tom Joule).


 * Awards won in 2009
 * Drapers ‘Smaller Multiple of the Year’.
 * Retail Week ‘Emerging Retailer of the Year 2009’.