Joules is a British clothing company that sells clothing and homewear products inspired by British country lifestyles. Its founder Tom Joule described its business model in 2011 as creating clothing with "colour and fun and entertainment".
Established to sell clothing at country shows, the company established its own clothing line in 1999 and began to open shops in the 2000s. As of 2017, the company had 108 stores and a turnover of £157m.
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History
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.
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. 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. The company remains based in Market Harborough.
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 was launched in 2002, 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. 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 2014/15 had a turnover of more than £117m. During May 2016, Joules completed a successful stock exchange listing on the Alternative Investment Market. In 2017 the company won Fashion Retail Business of the Year at the Drapers Awards in the category of companies with a turnover of £30m-£100m.
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Products
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.
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.
Stores
There are currently over 99 Joules stores in the UK (2015), with flagship stores in Cheltenham, Norwich and York. 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.
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
- 2017 - Drapers 'Mainstream Brand of the Year' and 'Fashion Retail Business of the Year' (between £101m and £500m turnover).
- 2016 - Shortlisted for Digital Campaign Award at the Drapers Digital Awards 2016.
- 2015 - Drapers 'Fashion Retail Business of the Year' Award (£30m - £100m turnover) .
- 2015 - Tom Joule shortlisted for CEO of the Year.
- 2013 - Large Executive of the Year Award (Tom Joule).
- 2009 - Drapers 'Smaller Multiple of the Year'.
- 2009 - Retail Week 'Emerging Retailer of the Year 2009'.
Source of the article : Wikipedia
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