Analysis: How ‘total retail’ has spurred Joules’ success

Joules fascia

After posting an impressive set of full-year results, departing Joules boss Colin Porter pointed to the success of the fashion brand’s ‘total retail’ model. What is that and what can others learn from it?

After posting rocketing pre-tax profits growth and a group revenue rise, the ongoing success of Joules has made the retailer a darling of the struggling fashion sector. 

While chief executive Colin Porter puts the success of the brand down to numerous factors, one of the overarching strategic reasons for Joules’ strength lies in its much-vaunted “total retail” model. 

Retail Week analyses what the model is and how it works – and looks at what Joules’ integrated, multichannel approach tells the wider industry as it continues to battle against brutal headwinds both online and on the high street. 


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