What We Do

Joules is a UK-based premium lifestyle brand who design and sell Joules branded lifestyle clothing, accessories and homeware. Its authentic heritage and strong brand values began nearly three decades ago when Tom Joule established the brand, since then Joules has always been committed to surprising and delighting its growing community of customers with a sense of fun and quirky Britishness.

“Contemporary country loving” is at the heart of the Joules brand and provides the vision we all work towards. Our in-house creative team take inspiration from nature and the changing British seasons to design clothing that enables our customers’ lifestyles, come rain or shine. We stand out with our unique use of colour and print – all of which are hand-drawn by our in-house team – as well as unexpected details.  The Joules brand is all about connecting with life’s happy feelings and embracing quality time, doing the things we love with the people who matter.  


Maintaining and developing a strong brand that has real affinity and connection with its customers has always been important to us and today we have 123 stores* in the UK and Republic of Ireland, an active customer database of over one million customers*, an established e-commerce platform and a growing international presence. We’re also a top selling wholesale brand in major UK retailers such as John Lewis and Next Label. Following great success in the UK, Joules is also attracting an ever-increasing international audience, through the development of wholesale accounts in North America and Germany supported by dedicated websites for each market.

The business is based in Market Harborough, Leicestershire, where we’ve been since day one.  At the HQ you’ll find a talented team of individuals who work across everything from the distinctive, hand-drawn prints you find in every collection through to marketing and distribution.  We also have offices in New York and Shanghai to support our growing international business.

We’re proud to have won Drapers ‘Fashion Retail Business of the Year’ award in both 2017 and 2018, and the ‘Mainstream Brand of the Year’ award in both 2016 and 2017. We also received the ‘Mark of Excellence’ at the 2018 Retail Week Awards in the ‘Best Fashion Retailer’ category, demonstrating an industry-wide recognition of our distinctive brand, quality products and outstanding customer engagement.  



Joules was established as a multi-channel brand with a vision of being available to our customers whenever and wherever they choose to spend their time.  We distribute the brand through what we call our ‘Total Retail’ platform.  A platform that provides a fully Joules-branded customer experience across our portfolio of stores and concessions; our fast-growing e-commerce platform; country shows and events; and, more recently, across a range of selected online marketplaces.  In addition, and to further support our goal of ensuring the brand is present wherever our customers spend their time, we have a large network of wholesale customers in the UK and internationally.   The Joules brand is also increasingly available through the retail channels of our brand license partners.

This flexible and adaptable approach to distributing the brand enables our customers to engage with Joules in a way, and at a time, that works for them.