Here at Joules we live and breathe our brand values and are obsessed with delivering products that our customers love – we will never compromise on our design-led approach with quality, attention to detail, exclusive prints and unique colours.   As we develop as an international lifestyle brand, across our core channels of stores, ecommerce and wholesale, with a product range that increasingly covers the whole family and their homes, we are focused on staying true to what makes the Joules brand so unique.

The Group’s strategy is to increase customer value, continue to roll-out stores in the UK and Republic of Ireland, grow the international business and expand the product range available to its customers


  • Customer value – increasing the frequency and value per customer transaction is a focus area.  Growing and nurturing our customer database is central to our strategy and reflects our integrated multi-channel approach to the business.

  • Store roll-out – we will continue to roll-out retail stores in attractive locations where our customers are. We operate a range of store location types including lifestyle locations where our customers visit.   We view our store portfolio as an integral part of a multi-channel offer to our customers.

  • International – our focus is on developing the Joules proposition in North America and Germany through wholesale accounts supported by dedicated e-commerce sites.   The Joules’ proposition resonates well with consumers in these markets​

  • Product extension - as a premium lifestyle brand our product offer naturally extends to meet many of the lifestyle needs of our customers – across the whole family, home and garden and the family dog!  We have successfully extended our product offer within existing categories and into new categories. In particular expanding within categories such as womenswear (with sub-categories such as outerwear and nightwear) and other categories including accessories, baby and homeware. We've also had success licensing products such as toiletries, bed-linen and eyewear.  We intend to continue expanding our product offering within existing categories whilst exploring licensing opportunities in the UK and internationally.

We are focused on developing and investing in our infrastructure, supply chain and IT systems to support the growth of the business and ensure we are able to meet the rapidly evolving needs of the modern ‘multi-channel’ consumer