Joules was founded in 1977 as Joule & Sons by Ian Joule selling colourful country clothing at equestrian and county fairs. His son Tom took over in 1989. It is an inherently British lifestyle retailer that sells quirky country clothing, accessories and homewares through a multichannel business covering retail, wholesale and online. It operates what it calls a ‘total retail’ model, which hinges on uniformly marketing its brand across all of its channels, whether they are owned or third-party platforms. The brand trades through around 125 standalone stores in the UK and Ireland, but the current focus is on increasing its international presence through the online and wholesale channels. Dedicated local websites have been launched in Germany and the US, which have been established as key markets. Growth has also been driven by investment in its mobile channel as well as cross-channel capabilities like click and collect and in-store returns and exchanges for online orders.