Joules gears up for future growth with Head of Licensing appointment

27 Oct 2016

Joules, the premium British lifestyle brand, announces the appointment of Paul Burden as Head of Licensing. He will join the business at the beginning of November, reporting into Wholesale Director Penny Parry. 

Joules plans to grow both in the UK and internationally through its retail, wholesale, ecommerce and licensing channels. This includes extending the brand to meet the lifestyle needs of its customers both through existing and new product categories. To this end, in his role as Head of Licensing Paul will focus on continuing to build, develop and explore licensing opportunities which align to Joules’ distinctive brand offering and ‘time off’ values.

Paul has previously held roles at Ted Baker, most recently as Director of Product Licensing, where he was responsible for all licensed products including footwear, eyewear, watches, and fragrance, bodywear and home accessories. Prior to this, he was Menswear Design Manager at Next Plc.

Joules CEO Colin Porter commented: “We’re delighted to welcome Paul to the Joules team. His impressive experience and understanding of Joules’ strong brand heritage and values mean that he is well placed to explore and develop the business’s licensing offering as we enter this relatively new stage of growth.”

-    ENDS    -


For further information
Lucy Wollam, Emily Jones or Nelly Akpaka at Hudson Sandler on or 020 7796 4133.


Joules - ‘A contemporary British lifestyle brand’
Born in the British countryside and crafted with true British style and eccentricity, Joules designs upbeat, colourful clothing for all who love the outdoors and live life to the full. 
Established by Tom Joule in Market Harborough in 1989, Joules was born after Tom’s entrepreneurial spirit led him to identify an opportunity for practical yet stylish high-quality products which reflect the character and colourful personalities of those who love the outdoors. Being a true multi-channel lifestyle brand, Joules’ carefully designed collections spanning womenswear, menswear, childrenswear, homewares, toiletries and eyewear are distributed across retail stores, online, catalogue mail order, wholesale and licensing channels. Since its inception in 1989 Joules has remained true to its bold British heritage, whilst evolving to remain in tune with what customers want today. An unrivalled attention to detail and the thinking to provide something different where it’s least expected remain at the heart of everything Joules creates.


Joules fast facts

  • Joules is an international brand, available in the USA, Germany and France as well as travel destination stores like St Pancras and Stanstead 

  • Joules beginnings saw Tom Joule spot a gap in the market; having noticed his customers’ penchant for colour he bought 100 pairs of pink wellies – with nothing else like it on the market they sold out instantly and since then, Joules has sold more than 1.4 million pairs! 

  • Colin Porter took the reins as CEO in September 2015, with Tom focusing on creative control

  • Joules’ talented in-house design team lovingly crafts all of the prints you’ll see within its collections

  • The brand is a true multi-channel retailer, having traded across five channels over the past ten years

  • Bursting with eccentricity, Joules is proud of its British heritage and still has strong roots in Market Harborough, the site of its first shop and headquarters

  • Joules has recently won the Drapers Best British Fashion Retailer of the Year 2015

  • Joules has been shortlisted for the Best Digital Campaign at the Drapers Digital Awards 2016