We have a clear strategy for the long-term development of Joules as a premium British lifestyle group in the UK and internationally.

The strategy is underpinned by the increasingly relevant Joules and Garden Trading Company brands, our unique products and unwavering customer focus, which is delivered by our exceptional team of people and supported by well-invested systems and infrastructure.

Everything we do is inspired by our Responsibly Joules ethos, and its focus on positively impacting the environment and wildlife within it, the people we work with, and the communities where we operate.

The Group has four key strategic drivers we believe will drive long-term sustainable growth: